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  • August 26, 2008

AM Inbox: How long is too long to go between emails?

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

Sharper Image, 5/27 — FREE SHIPPING from Dads' & Grads' HQ
This is the last email that I received from Sharper Image, which is going through bankruptcy proceedings and has a “Stay Tuned” message where their ecommerce site used to be. As of yesterday, it has been 90 days since that email. Regardless of the special circumstances that Sharper Image is going through, their situation brings up the question of how long is too long to go between sending emails to a subscriber? Given that about one-third of their list probably turns over each year and consumers’ penchant for forgetting that they’ve subscribed to promotion emails, I think that Sharper Image may already be in for some significant deliverability problems should they start mailing their list again today. If they wait another three months, things will be twice as bad.

How long is too long to go between sending emails to a subscriber? At what point does permission expire? Let us know what you think by participating in the current Two-Click Survey on the eec homepage.

Coldwater Creek, 8/25 — We've got the blues! $10 off ALL DENIM + fall's special looks
Two full weeks after reporting on the “Inline Attachment” error in Yahoo Mail Classic, the problem hasn’t been fixed. I continue to see the error on emails from Coldwater Creek, FTD, KB Toys and MLB.

Click to view this Aug. 25 Coldwater Creek email larger

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Cooking.com, 8/25 — Labor Day Hurrah: Recipes for Fried Chicken, Bean Salads, Lemon Desserts
Kmart, 8/25 — Pre-Labor Day Blowout - Online Only Savings and $5 off In-Store
Sam’s Club, 8/25 — Fire up your grill this Labor Day
Ann Taylor, 8/25 — Up to 60% OFF the Season's Best Styles to Celebrate Labor Day
Musician’s Friend, 8/25 — Musician's Friend: Price Cuts for Labor Day Holiday Start Today!
DisneyShopping, 8/25 — Don't Miss Out on Back to School Specials!
NFLshop, 8/25 — Get Your New 2008 Sideline Gear
Gap, 8/25 — Get $20 Off New Fall Styles at gap.com
Ralph Lauren, 8/25 — Ralph Lauren Home Presents Fall 2008
Art.com, 8/25 — Choose your reward + NEW Life Magazine Collection
Chadwick’s, 8/25 — Hot off the press! New exclusive online clearance catalog.

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