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  • June 15, 2011

AM Inbox: Mobile making flash sale emails more effective

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

Gap, 6/14 — 3 Hours Only! 30% Off + FREE Shipping Every Day
I haven’t historically been a fan of flash sales promoted via email. That’s because the emails generally arrive the morning of the sale and most emails wouldn’t be opened in time for the recipient to react to the flash sale, which generally only last for two or three hours. While receiving expired sales can spur subscribers to be more diligent in opening their emails, it also means that they just opened an irrelevant email. However, due to the growth of smartphones and popularity of reading emails on them, the situation is changing for some marketers. Subscribers who read their emails on their smartphones check their email more often because they’re carrying it with them. That puts them in a better position to respond to flash sales. In recent months, I’ve noticed a definite uptick in emails promoting flash sales, like this one from Gap. If your mobile readership is high, you may want to consider testing a flash sale campaign and seeing how your subscribers respond. Regarding this Gap email, I also really like how they marry the headline type with the negative space separating the content blocks. Visually, it’s very interesting.

Click to view this June 14, 2011 Gap email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Sam’s Club, 6/13 — Last minute Father's Day gifts: Grills, electronics and more!
Harry & David, 6/13 — Last Chance - Free Delivery for Father's Day ends today!‏
Brookstone, 6/14 — Only Hours Left to get FREE Ground Shipping for Father’s Day!‏
Sony, 6/14 — Don't Miss Father's Day Deals $250 OFF a Camera Bundle + MORE‏
Foot Locker, 6/14 — VIPs: Fret Not - We Have Free Shipping on Great Dad's Day Gifts!
1-800-Flowers.com, 6/14 — Free Shipping Upgrade - Guaranteed Delivery by Father's Day, Ends Tomorrow!
Dick’s Sporting Goods, 6/13 — Take $20, $30, or $40 Off a Gift for Dad!
Cooking.com, 6/13 — Fiesta for Dad: Recipes for Taco Salads, Quesadillas + Spanish Rice‏
Tiffany & Co., 6/13 — Tiffany Gifts for the Dapper Dad
Omaha Steaks, 6/14 — Thrill Dad! Up to 61% savings!
J&R, 6/14 — The iMac: For Everything Dad Does, Give the Gift that Does Everything‏
Staples, 6/14 — Bonus coupon and more! Time to shop for Dads and Grads.
Walgreens, 6/13 — Men's Health Blowout: Vitamins, Dental Care, Hair Regrowth & More + 15% OFF Contact Lenses‏
Blair, 6/14 — Flag Day clearance sale on now‏
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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