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  • March 26, 2008

AM Inbox: His and Hers non-matching emails

>>Help reduce inbox congestion and frustration by sharing these inbox management tips.

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

Ralph Lauren, 3/25 — Our Legendary Colors of Spring
In the past I’ve lauded Gap for giving subscribers access to other versions for their emails by including links to men’s, women’s, etc. versions at the bottom of each email (see June 20 AM Inbox). You’ve already done the work of creating those other emails so why not get the most out of it by making it easily available to your subscribers of every email version? In this email, Ralph Lauren, via “For Him” and “For Her” tabs, gives subscribers access to both versions of their emails. They’ve done this before, on both Feb. 6 and 19 and possibly prior to that.

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Harry & David, 3/25 — Have you tried the world's finest English Muffins?
Harry & David announces the newest member of the family, Wolferman’s. The language they use at the top of the email is eerily similar to what Gap Inc. has been using to spam their Gap, Old Navy and Banana Republic subscribers with Piperlime email for over a year (see April 5 AM Inbox). I hope that’s not the direction that Harry & David is going. Hopefully they’ll return to their email template and integrate Wolferman’s products into that via banners and such. If they are planning to run a separate email program for Wolferman’s, then they should have been asking Harry & David subscribers to opt into that program, as Gap Inc. has done occasionally with Piperlime.

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Musician’s Friend, 3/25 — Musician's Friend: Get up to $150 Tax Man Bonus Bucks for Gear!
This is an interesting tax season gimmick. Everyone’s familiar with gift cards and discounts toward future purchases as rewards for hitting order value thresholds. The twist here is that Musician’s Friend is holding off on delivering those rewards until tax day (details here), when some consumers will be feeling good about their refunds. Last year Tax Day was among the top 20 most popular days of the year to send retail email (see Reportlet: Retail Email Year-End Trends for 2007), so delivering rewards on that day is smart.

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SUBJECTIVITY SCANNER:
Saks Fifth Avenue, 3/25 — Jimmy Choo Exclusive Video
Crate & Barrel, 3/25 — Eco-friendly outdoor furniture
L.L. Bean, 3/25 — FREE Gift Card + Maine Isle Flip-Flops--Order Early
Banana Republic, 3/25 — Lighten up in fresh, versatile linen + Sale continues...
Neiman Marcus, 3/25 — FREE SHOE BAG during The Shoe Event + FREE SHIPPING

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