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  • May 8, 2007

AM Inbox: More about subject line branding in this AM Inbox

>>Publishing Hiatus: I’ll be down in Florida for the Email Insider Summit for the rest of the week and won’t be posting during that time. I’ll be back in action on Sunday.

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

Sam’s Club, 5/7 — Sam's Club - Weddings in Bloom, Shop Spring Savings at Sam's Club
I wrote a couple of months ago that retailers were under-using branding in their subject lines (see Reportlet: Branded Subject Lines Underused by Retailers). It now appears that I should warn retailers not to over-brand their subject lines. Sam’s surely could have done with only one reference to their brand in this subject line; two is overkill.

Orvis, 5/7 — NEW UPDATE: Save 25% on waders
Orvis shows us the proper way to recover from an oopsy. They sent out an email earlier in the day with the subject line “Save 25% on waders when you swap your old ones,” and apparently had problems processing the orders from their email deal. Once they got the problem fixed, they resent the email with a large message explaining what had happened, apologizing for the inconvenience and letting subscribers know that the problem is now fixed. Clear, concise and honest.



Sports Authority, 5/7 — It's All About Her...
This email piggybacks on Mother’s Day without actually being about the holiday. While the subject line suggests Mother’s Day content, it’s just an email about new Nike Women shoes and apparel. So it taps into consumer interest about Mother’s Day gifts while also being broader.

SUBJECTIVITY SCANNER:
RedEnvelope, 5/7 — Procrastination does have its privileges. [promoting last-minute Mother’s Day gifts]
Blue Nile, 5/7 — Top Ten Gifts for Moms + $20 off Jewelry over $35
Ralph Lauren, 5/7 — White Summer Styles & Final Days for Mother's Day Shipping
Saks Fifth Avenue, 5/7 — Free Rush Shipping + EVERY MOM LOVES a little sparkle
Sony, 5/7 — Capture Mother's Day with Sony cameras and camcorders.
Harry & David, 5/7 — Order today for Mother's Day by express shipping
Diamond.com, 5/7 — Last Minute Mother�s Day Gifts.
Ross-Simons, 5/7 — Only 2 Days Left! 20% off Everything + Guaranteed Mother's Day Delivery
Toys “R” Us, 5/7 — Pirates of the Caribbean: Countdown to Pirate Gold Sweepstakes!
Crate & Barrel, 5/7 — a taste of Warhol [promoting Andy Warhol tacoma appetizer plates]
Brookstone, 5/7 — Save up to $100 on complete hammock packages!
Snap-On, 5/7 — Free! Chrome Mat with Purchase of Select Classic Series Roll Cabs!
Old Navy, 5/7 — This Just In - New Summer Styles for Women!

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