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  • June 10, 2009

AM Inbox: How hard are you making your subscribers work?

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

Lands’ End, 6/9 — Free Shipping + 20-50% off summer! Swim, shorts, polos and more‏
I really liked this checklist approach to listing departments. It feels less like it’s pressing for a sale. However, I was quickly disappointed when I tried to clickthrough to see their selection of water shoes. Instead of being taking to a landing page for water shoes, I was taken to a landing page that said my discount had been activated (nice to have that reassurance) and then dumped onto a landing page that included a mix of everything summer. When I click on a product category name or a product image in an email, I expect to be taken to that category or product. In this case, Lands’ End left it up to subscribers to scroll through it all to find what they wanted. Instead of making your subscribers work to find what they want from your email, do the work of creating intuitive links from your emails to landing pages that serve up the right information.

Click to view this June 9, 2009 Lands’ End email full-sized

L.L. Bean, 6/9 — Save up to 50% at Our Largest Sale of the Season‏
With this email, L.L. Bean has added SWYN functionality. However, they just drop the Facebook and Twitter icons in without any explanation. The icons should really be prefaced with “Share:” at a minimum, and preferably something like “Share this email:”, “Share this email via:”, or “Share this email with your friends on:”.

Click to view this June 9, 2009 L.L. Bean email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Newegg, 6/9 — Dads & Grads Specials: $49.99 160GB ATA-6 Laptop HDD, $149.99 TomTom 4.3" GPS...‏
NFLshop, 6/9 — NFL Father's Day Shopping Guide + Guaranteed Delivery‏
Diamond.com, 6/9 — Father's Day Sale - Save Up to 71% Plus Free Shipping‏
RedEnvelope, 6/9 — Unique Gift Ideas for Dad and 25% Off
MLB, 6/9 — Save up to 20% and shop for Father's Day
Hallmark, 6/9 — Top E-Cards Picks: All-New Fun for Father's Day.
Dick’s Sporting Goods, 6/9 — Save 15% In Our Father's Day Collection!
TigerDirect, 6/9 — 100 Deals Under $100: LCDs, PCs, Cameras, GPS & More Great Gifts for Dad‏
Kmart, 6/9 — Up to 40% off Menswear and More Gifts for Dad on Sale‏
Harry & David, 6/9 — FREE Standard Delivery on sweet, FRESH gifts for Father's Day‏
Avon, 6/9 — Tighten, Smooth & Lift - In All the Right Places + FREE SHIPPING‏
Wal-Mart, 6/9 — What's New in Entertainment: Free Jonas Brothers Download‏

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