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Welcome to the Oracle Modern Marketing Blog:
The latest in marketing strategy, technology, and innovation.

  • October 23, 2009

AM Inbox: Hey, Dodgers fans, get your Philly championship gear!

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

Dick’s Sporting Goods, 10/22 — Congratulations Philly - National League Champions!
This is a timely, urgent email from Dick’s Sporting Goods, but it could have been so much more if they had more information about their subscribers. Dick’s doesn’t ask for a zip code when non-buyers sign up for email, which about a quarter of retailers do, and they don’t ask about subscribers’ favorite sports or teams, like NFLshop does. They also don’t appear to have a preference center to collect any of this information later in the relationship. Imagine how the messaging could have been more pointed if they knew a subscriber lived in Philly or that they loved the Phillies? For one, information about store hours in Philly could have been brought higher up for subscribers that were local. And perhaps more importantly, if you knew a subscriber was a LA Dodgers fan, perhaps you wouldn’t send them this email at all, avoiding the risk of making them mad for rubbing the loss in their face.

Click to view this Oct. 22, 2009 Dick’s Sporting Goods email full-sized

Bluefly, 10/22 — Splurge or Steal? FAB Handbags at Any Budget!
I really like the messaging in this Bluefly email. It points out trends and then allows subscribers to decide if they want to act on that trend by spending a little or a lot of money. Having the higher price point there for comparison makes the cheaper item seem like a better deal.

Click to view this Oct. 22, 2009 Bluefly email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Newegg, 10/22 — Windows 7 Launch Party! $99.99 Home Premium, $399.99 Windows 7-installed Lenovo Laptop...
PC Connection, 10/22 — Windows 7 Now Shipping Get Your Copy Today - Plus Deal of the Day Is Back!
J&R, 10/22 — Microsoft Windows 7 -- Get It Now!
Buy.com, 10/22 — The New Windows 7 Upgrade and Full Versions Now Available‏
OfficeMax, 10/22 — Now Available: Windows 7 + More Software Savings‏
B&H Photo Video, 10/22 — Free Shipping on Microsoft Windows 7 - Upgrade Today!
Frederick’s of Hollywood, 10/22 — The sexiest costumes + free shipping upgrade.
Blair, 10/22 — We've gone batty! 99¢ shipping special is extended‏
Bed Bath & Beyond, 10/22 — Thanksgiving solutions from Real Simple®.‏
CB2 (Crate & Barrel), 10/22 — Ho-ho-ho. The affordable CB2 holiday catalog is here.
Eddie Bauer, 10/22 — Last Day: Free Shipping - No Minimum Purchase - New Holiday Arrivals‏

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