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  • February 7, 2009

AM Inbox: Harry & David's gender confusion

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

Harry & David, 2/5 — Ladies: Here's the Way to Your Man's Heart! FREE delivery on select gifts for Valentine's Day!‏
Nothing screams poor segmentation more than referring to your male subscribers as “ladies,” as Harry & David does in this email. That said, they really didn’t have a basis for segmenting by gender since they didn’t collect that piece of data during their sign-up process. It probably would have been wiser to address gifts for both men and women in this email.

Click to view this Feb. 5, 2009 Harry & David email full-sized

Northern Tool, 2/5 — Remember, This Valentine's Day, It's The Thought That Counts‏
Northern Tool continues their tradition of going after Valentine’s Day sales with a very man’s man approach (see Feb. 1, 2008 AM Inbox and Feb. 2, 2007 AM Inbox). This year they provide you with the reasoning behind 10 potential gift purchases.

Click to view this Feb. 5, 2009 Northern Tool email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Sports Authority, 2/5 — Fall In Love With Your Sport Again - Gifts for Him and Her‏
Williams-Sonoma, 2/5 — Valentines for Every Love in Your Life - Order by 2/9!‏
HPshopping, 2/5 — Perfect Gifts for Valentine's Day!
RedEnvelope, 2/5 — Know anyone who needs love (and 15% off)?
Tiffany, 2/5 — Tiffany Valentine Gifts to Cherish‏
Victoria’s Secret, 2/5 — In Stores Now! Fall in Love with our Valentine's Gifts + Up to $25 Off.
Saks Fifth Avenue, 2/5 — Kids' Juicy Gifts for Valentine's Day‏
Sam’s Club, 2/5 — The Vera Wang mattress by Serta at Sam's Club‏
Orvis, 2/5 — Customer reviewed. Highly rated. Items you don't want to miss.
Abercrombie & Fitch, 2/5 — Have you met Colden and Wakely?
Ann Taylor, 2/5 — The Can't-Live-Without-It Cardigan, $39.50‏

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