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  • June 16, 2008

AM Inbox: Introducing sister brands

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

Oriental Trading, 6/13 — Introducing a special offer from Terry's Village
Oriental Trading gives us a good example of how to introduce your subscribers to a sister brand with a dedicated email. First, the email arrived with its usual sender name and address, so it’s instantly recognizable as coming from Oriental Trading. Second, it carries their usual Oriental Trading logo and header—again, guaranteeing that the email is recognized as coming from Oriental Trading. And third, they offer a separate sign up for Terry’s Village emails, and do a good job of setting expectations around the content of those emails. This is similar to what Gap did when it first started promoting Gap Inc.’s new footwear store, Piperlime (see April 5, 2007 AM Inbox). It’s also similar to what Harry & David did when they introduced Wolferman’s, although they didn’t promote a separate email sign up (see March 26 AM Inbox).

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Neiman Marcus, 6/13 — I think you'll like what I found for you at Neiman Marcus
Neiman Marcus has started sending personalized recommendation emails, which include picks “just for you” from their “stylist”—they even use the sender name “NM Stylist” (although they wisely use their usual sender address). The email I received definitely included items that I had browsed or clicked through to from past emails. And not all my email tracking accounts got this email, so Neiman Marcus appears to be do some genuine segmentation and personalization here and not just using language that makes it appear that they are.

Walgreens Photo Center, 6/15 — Two Great Print Offers; Save on 4x6s and 8x10s for Dad
Walgreens Weekly Specials, 6/15 — Weekly Ad Savings, Coupons & Bonus Offers
Walgreens Monthly Newsletter, 6/15 — June: Summertime Slim-Down, Diagnosing Diabetes, Pregnancy Pointers, Swimming, Fruity Smoothies

This is a good case for stronger email centralization. Walgreens will probably only send one more email this week, and here they’ve sent three emails in one day—and on a Sunday no less. Clearly you need to test your email cadence and everyone’s different, but I highly doubt that they get a better response from sending all three on one day versus sending one a day over three days.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Sports Authority, 6/14 — Did You Forget Dad? Online Gift Certificates Still Available
Ralph Lauren, 6/15 — Happy Father's Day From RalphLauren.com
Kmart, 6/13 — Get Last Minute Gifts for Dad and $5 off In-Store
Sears, 6/13 — Last Minute Shopping For Dad. Great Gifts At Sears.
JC Whitney, 6/13 — Father's Day Fuel Savers And Up To 15% Off Your Order!
Lands’ End, 6/13 — Great vacation values, and not a drop of gas to get here
Dell, 6/13 — Last Chance to Get a Deal on a Dell System with Windows XP!
Staples, 6/13 — A sugar rush from supplies? Get yours + preview our weekly ad.
Nordstrom, 6/13 — Not Your Daughter's Jeans: New Exclusives Half-Yearly Sale for Men
DisneyShopping, 6/13 — Wall-E Has Arrived With Free Shipping!
AbeBooks, 6/13 — AbeBooks Hottest Picks for Summer Reading
ShopNBC, 6/14 — Don't miss 1 Day Silver Spectacular starts now

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