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  • November 28, 2009

AM Inbox: Inboxes stuffed with Thanksgiving season's greetings

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

Macy’s, 11/25 — Happy Thanksgiving from Macy's!
Thanksgiving season’s greetings emails were suddenly back in vogue this year. In addition to this one from Macy’s that leveraged the brand equity of their parade, other retailers that sent season’s greeting included the Company Store, Drs. Foster & Smith, Lillian Vernon, Overstock and Ralph Lauren—and there were a number of quasi-season’s greetings as you can see from some of the subject lines in the Subjectivity Scanner below. Considering the hard push on Black Friday this year, I’m a little surprised to see so many retailers take a soft-sell approach like this. Perhaps it helps break up the Black Friday drumbeating.

Click to view this Nov. 25, 2009 Macy’s email full-sized

Urban Outfitters, 11/25 — Free Shipping Starts Now!
Urban Outfitters’ email messaging is decidedly simple. They’re not ones to try to shoehorn multiple or complex messages into their emails. Instead they take simple messages and apply their unique and creative point of view to them. This email is a great example of taking the most mundane retail email message—Free Shipping—and elevating it through fantastic creative.

Click to view this Nov. 25, 2009 Urban Outfitters email full-sized

J&R, 11/25 — BLACK FRIDAY SALE PREVIEW - The Biggest Deals of the Year!
In contrast to Urban Outfitters, J&R packs a lot of calls-to-action into their emails. This email is no exception. In honor of Black Friday, they turn their logo black and include a great branding line beside it. But the most interesting component of the email is at the very bottom where they promote in-store pickup as a way of avoiding lines. That’s powerful messaging for what is one of the craziest days of the year to shop, yet J&R is the only retail I’ve seen promote their in-store pickup program in this way.

Click to view this Nov. 25, 2009 J&R email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Kmart, 11/25 — Blue Friday: Samsung SL40 12.2MP Digital Camera $50 Off‏
TigerDirect, 11/25 — Early PINK FRIDAY Deals: New 3gb HDMI Laptop $399...22" 1080p LCD $129...37" HDTV $399...50-pack DVD-R $7.99‏
Harry & David, 11/25 — Black Friday Extreme Deals Start TODAY! Shop early for best selection.
Walgreens, 11/25 — Black Friday Deals Start Online Now‏
Costco, 11/25 — Samsung TVs Up to $400 OFF Plus Black Friday Starts NOW!
Newegg, 11/25 — BLACK FRIDAY STARTS NOW. Hurry - Newegg's biggest sale of the year is on!
OfficeMax, 11/25 — Sneak Peek at our Black Friday Ad + Start Shopping Online Thanksgiving Day‏
‏Harry & David, 11/26 — SAVE Today - Black Friday is Early!
B&H, 11/26 — Black Friday Begins Now! B&H Specials Through Cyber Monday‏
Sears, 11/25 — Over 599 Black Friday Now Doorbusters - Friday 4 am - 12 pm‏
Kohl’s, 11/26 — 300+ Early Bird Specials! Stores open at 4AM!
Toys “R” Us, 11/26 — Black Friday Preview! Over 120 Doorbusters. Stores open at midnight tonight!‏
Office Depot, 11/26 — Start shopping at 6am this Black Friday!
Toys “R” Us, 11/25 — Stores Open at Midnight Thanksgiving Evening, Preview Over 120 Doorbusters & Deals Today!
Sam’s Club, 11/25 — Don't wait till Friday; shop online Thanksgiving Day for Members-Only Savings!
Saks Fifth Avenue, 11/26 — Thanksgiving Sale Online Only: Up to 60% off‏
Sports Authority, 11/25 — Thanksgiving Day Only - 25% Off Your Order - Starts at Midnight!‏
Home Depot, 11/26 — Thanksgiving Day Specials – Shop Online, While Supplies Last!
Wal-Mart, 11/26 — Get Thanksgiving Day Online Specials + Preview Friday's In-Store Savings‏
Overstock, 11/26 — Happy Thanksgiving‏
Ralph Lauren, 11/26 — Happy Thanksgiving From Ralph Lauren‏
Lillian Vernon, 11/26 — Happy Thanksgiving from Lillian Vernon‏
JC Whitney, 11/26 — Happy Thanksgiving 15% Off Every Order - Ends Today!‏
Disney Store, 11/26 — Happy Thanksgiving! Holiday Savings Start Today‏
The Company Store, 11/26 — Happy Thanksgiving to our Friends & Family + 20% Off‏
Petco, 11/26 — PETCO Happy Thanksgiving! Friends & Family Online & In-Store!‏
Norm Thompson, 11/26 — 20% off today + a coupon for 20% later. Happy Thanksgiving!
Nike Store, 11/26 — Our Athletes' Holiday Favorites.
Nordstrom, 11/25 — The Wow Factor: Holiday Dresses that Dazzle‏
Musician’s Friend, 11/25 — Musician's Friend: Announcing Our 2009 Rock 'n' Roll Santa - And His Elf!

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