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  • May 22, 2007

AM Inbox: Head trauma, going once! Going twice!

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

Overstock Auctions, 5/22 — Top Auctions from Overstock Merchants!
I recently bid on a piece of contemporary art at Overstock Auctions, setting up an account with them for the first time. Immediately afterward I started receiving emails from Overstock Auctions, although I don’t remember ever clicking a box to sign up for these emails. So that’s strike No. 1: They either automatically enrolled me in their email program or there was a pre-checked box that I didn’t notice. But more importantly, these emails—which come every two or three days!—all have essentially the same broad message: There are lots of different product categories that you can shop through Overstock Auctions. With slightly more variety, Overstock Auctions is doing exactly what Avon is now doing—bludgeoning subscribers over the head with the same message over and over (see May 16 AM Inbox). The emails totally ignore that I’ve demonstrated an interest in contemporary art, or even art in general. It would be much more relevant to me to receive updates of current art auctions and even of auctions that recently concluded (I might regret not keeping an eye on their auctions). They could also include some articles on collecting, valuing and storing art. With no segmentation, right now they’re just not delivering much value and with such a high frequency, their emails are becoming annoying.



Old Navy, 5/21 — As Seen on TV, Women's Swimwear Starting at $12.50 per Piece
This email mentions the TV commercial connection in the subject line, but then totally drops it in the body. Old Navy used the “As Seen on TV” language in the subject line of a March 5 email (As Seen on TV, Fresh Spring Dresses Are Here!) and in that case included a link to the commercial hosted on their website. They should have done the same thing with this email.

Home Depot, 5/21 — Free Shipping on Most Orders at homedepot.com
In this email, they also announce that they’ve updated homedepot.com.

SUBJECTIVITY SCANNER:
Sam’s Club, 5/21 — Seasonal Savings for Dads & Grads
Brookstone, 5/21 — Great gifts for Dad at every price
Dick’s Sporting Goods, 5/21 — Celebrate Memorial Day – Extra 20% O FF in the Outlet
DisneyShopping, 5/21 — Kick Off Memorial Day with Savings Up to 65%
Art.com, 5/21 — Up to 25% Off + Favorites for Grads
Macy’s, 5/21 — Two Days Only! Free shipping on Perry Ellis!
Crutchfield, 5/21 — Big summer savings: HDTVs, outdoor speakers, & more
Bloomingdale’s, 5/21 — Extra 30% Off Espadrilles + New Shoes From Nanette Lepore

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