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  • April 21, 2008

AM Inbox: Incentivizing preference page updates

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

Bass Pro Shops, 4/18 — Update and Win
Bass Pro Shops is sweetening the pot in their attempt to get subscribers to update their preferences, dangling the chance to win a $100 gift card and adding some urgency by putting a window on the offer. Bass Pro has urged subscribers to update their preferences in the past, but this is the first time they’ve offered an incentive (see Jan. 31 AM Inbox). Unfortunately, Bass Pro is one of the few retailers to urge preference page updates, which can help ensure that emails remain relevant.

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Neiman Marcus, 4/18 — The Skirts of the Season + Free Shipping
This is the second call-to-action that I’ve seen lately that involves emailing an address—J. Crew has done that recently as well, asking people to email Melanie for personal shopper service. The downside here is that when you click on the banner, you’re dropped off on the Neiman Marcus homepage, rather than a landing page that tells you about their fur storage services or a form that allows you to email that department. Good idea but not a very smooth execution.

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Ralph Lauren, 4/20 — It's Finally Spring (SALE!) Time
In the last couple of weeks I’ve pointed out two cases where Gmail significantly mangled retail emails (see April 9 AM Inbox and April 14 AM Inbox). Well, here’s another. Here’s this Ralph Lauren email in Yahoo Mail…

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…and here’s the same email rendered in Gmail:

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That’s just one more reason to check your emails across email clients and platforms and to use coding that’s supported widely.

Lands’ End, 4/20 — Mother's Day is May 11 - consider us "landsend.mom"
RedEnvelope, 4/18 — Help Small Hands send BIG LOVE to Mom & Grandma
Walgreens, 4/20 — Celebrate Mom: Save 20% on Photo Gifts
Bed Bath & Beyond, 4/18 — Eco-Solutions from Bed Bath & Beyond
Old Navy, 4/18 — Free Shipping on Warm-Weather Essentials, Plus Get 20% Off Your Order
Bluefly, 4/18 — Spring Sweaters: Hot Days, C-C-Cold Nights
Sharper Image, 4/18 — Amazing one-size-fits all memory card!
Frederick’s of Hollywood, 4/18 — Our sexiest new arrivals, only online! $15 off $100 orders.

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