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  • May 14, 2007

AM Inbox: Guilty of the sin of omission?

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

Circuit City, 5/12 — Coupon inside–save $200 instantly
There’s definitely a balance between creating a more enticing subject line and a more accurate one that might be generally less enticing. For instance, the $200 savings mentioned in the subject line of this email actually just applies to the purchases of TVs…worth $1,299.99 and up. While I personally think it’s fine to leave out the price cut off, I think it’s a little too misleading not to clarify in the subject line that you can “save $200 instantly off TVs.” Tricking subscribers into opening an email they might not have otherwise may lead to an unintended purchase and happy customers, but if they don’t find anything to their liking, they may just feel like they were duped and that their time wasn’t respected.

RedEnvelope, 5/11 — Shop now for Mother's Day or pay until 2008.
This is a great subject line. I really like the pun on the “pay nothing until ____” language that’s used so often in marketing. It makes you do a double-take. However, my wife Kate, who also subscribes to RedEnvelope’s newsletter, thought the subject line was a mistake because the creative didn’t pick up the language of the subject line. So while I still think it’s a compelling and fun subject line, this email also serves as a reminder that the subject line and the body of the email should always connect in a clear way.



Sephora, 5/11 — Best of Sephora 2007: Vote & You Could Win $1000
Sephora is dangling a $1,000 prize in front of its subscribers, hoping to encourage them vote on their favorite products in 30 different categories—and exposing them to lots of product in the process.



SUBJECTIVITY SCANNER:
RadioShack, 5/13 — Great Gifts For Grads
JC Whitney, 5/11 — Mom Deserves Something Special!
FTD, 5/11 — It's not too late to order for Mother's Day!
Target, 5/13 — Think big: The best free shipping event of the season
Art.com, 5/11 — 25% Off Everything + New! Shop by Style
L.L. Bean, 5/11 — Our $12 Tees: "Stains Magically Washed Out"
Hanna Andersson, 5/11 — Brand New Hannas For 100 Days Of Play
Bluefly, 5/11 — Top This... [promoting tees]
J. Crew, 5/12 — dive in...crewcuts new swim arrivals
Drugstore.com, 5/13 — Save up to 40% when you sale into summer

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