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  • October 2, 2009

AM Inbox: Greater transparency in presenting 'top-rated' products

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Crutchfield, 10/1 — Crutchfield Customer Favorites‏
In the Sept. 25 AM Inbox I took issue with how NikeStore presented some top-rated products, how the products weren’t actually 5-star rated as they appeared in the email and how there was no transparency regarding how many reviews the ratings were based on. While Nike’s email is more scannable and slicker-looking, I like Crutchfield’s presentation of the review information in this email. Crutchfield tells us exactly how many people contributed to the rating and uses half-stars when the ratings aren’t quite perfect. This is a much more credible presentation of the information and should be reassuring to subscribers.

Click to view this Oct. 1, 2009 Crutchfield email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Hallmark, 10/1 — Great savings & ways to make the holidays meaningful‏
Hanna Andersson, 10/1 — Pre-Season Holiday Sale On EVERY Dress And Lots Of Sweaters!
Neiman Marcus, 10/1 — New ELIZABETH and JAMES Holiday & Resort Collections‏
Ralph Lauren, 10/1 — Show Your Support In Style: Our Latest Fashions From Pink Pony‏
NikeStore, 10/1 — Fall's Must-Have Hoodie.
Bluefly, 10/1 — Fall's Star Staple: LEGGINGS!
Sam’s Club, 10/1 — Protect your family this winter. Shop Health & Wellness supplies at Sam's Club.
AbeBooks, 10/1 — Avid Reader: Annual Antics and Unusual Undertakings‏

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