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  • December 11, 2010

AM Inbox: It's been said many times, many ways

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

Sports Authority, 12/9 — [25% Off] Friends + Family Event‏
Sports Authority, 12/9 — 25% Off - Sports Authority Friends + Family Event‏
Sports Authority, 12/9 — 25% Off - Friends + Family Event - Get Ready For the Holidays‏
Sports Authority, 12/9 — Still Need The Perfect Gift? - [25% Off] Friends + Family Event‏
Sports Authority, 12/9 — Its Back! Sports Authority Friends + Family Event‏
Sports Authority, 12/9 — Oops! Sorry For The Technical Foul!‏

As all good email marketers should, Sports Authority has been A/B testing subject lines. Unfortunately, the list segmentation broke and some, if not all, subscribers received emails with all five of the subject lines they were testing. Normally I would have recommended letting this go without an apology email, but perhaps they saw their unsubscribes or complaints increasing so they sent this apology email. Given the record levels of email that consumers are getting in their inboxes right now, the timing of this glitch was very unfortunate.

Click to view this Dec. 9, 2010 Sports Authority email full-sized

Orvis, 12/9 — Unique new gifts for the man who has everything.
Details matter. They can change people’s perception of your brand or the quality of what you’re selling. That’s one reason solid design is so important, but it’s also why double-checking the details and assets of your creative are important. In this email, Orvis promotes cologne using an image of a product with an expired date. Whether true or not, that gives me the impression that their cologne has a very short shelf-life. And like finding expired meat or milk at your grocery store, it makes you question all the products in the store.

Click to view this Dec. 9, 2010 Orvis email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Alibris, 12/8 — Avoid the last-minute scramble: Order by 12/12‏
Crutchfield, 12/8 — Fill up your sleigh with 15 gift ideas from Crutchfield‏
Orvis, 12/8 — Our Top 10 gifts for Christmas - something for everyone on your list.
Williams-Sonoma, 12/8 — "Finally a frother that REALLY works" for Café-Style Hot Chocolate & Coffee‏
Frederick’s of Hollywood, 12/8 — NEW Jessica Simpson lingerie + free shipping on $25.
ShopNBC, 12/8 — Personalize it! Brand NEW - Online ONLY!
B&H, 12/8 — Home Portraiture Tools, Macro Lenses Buying Guides + Specials on Cameras and Lenses‏
Brookstone, 12/9 — Mad, mad, mad for iPad tablet!
J. Jill, 12/9 — You love FREE shipping! She loves sweaters.‏
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