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  • March 19, 2012

AM Inbox: Mystery savings done 4 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:

Eddie Bauer, 3/17 — Do You Feel Lucky? Open to Find 10% or 17% Off One-Day Offer!
St. Patrick’s Day inspired a lot of retailers to run mystery deal campaigns, looking to entice subscribers to see how lucky they are. But retailers took a variety of approaches to revealing the deal that each subscriber received. The first approach, taken by Eddie Bauer, was to tease the deal in the subject line and reveal it upon opening. Assuming that they actually sent both of the offers, they could have segmented based on a number of factors to determine which subscribers got each of the offers. It’s safe to assume that the 10% offer inspired fewer recipients to clickthrough.

Mar. 17, 2012 Eddie Bauer email
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Blair, 3/17 — Save a lot o' green with this mystery offer. No blarney!
The second approach is to tease in the subject line and body copy and reveal on clickthrough, as Blair does in this email.

Mar. 17, 2012 Blair email
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eBags, 3/16 — Luck of the Irish? ♣ 50% OFF may be yours!
The third approach is to tease in the subject line and body copy and reveal at checkout. The hope here is to get subscribers farther down the sales funnel so that if they don’t get the best offer they’re still likely to checkout anyway. We did some testing a while back and found that revealing on clickthrough rather than at checkout produced more conversions, but it’s worth testing all of these approaches, including the final approach, which is to reveal the mystery deal after a certain number of pages have been browsed. For example, Blair used this approach for an Easter egg hunt promotion (see Mar. 30, 2010 AM Inbox).

Mar. 16, 2012 eBags email
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Belle & Clive, 3/16 — Bluefly presents Belle & Clive: Yves Saint Laurent, Jimmy Choo, Balenciaga, and more
I’ve always encouraged brands to use their existing email streams to expose their subscribers to sister brands rather than sending a new email stream without permission. This email from Bluefly sister brand Belle & Clive is a good case in point. Rather than using their usual Bluefly email address to send an email about Belle & Clive and asking people to subscribe to the emails of this new brand, they use an unknown email address to do so and automatically opt-in all their Bluefly subscribers to the new stream. They use some great defensive design with HTML text to ensure that much of the messaging appears, including a highlighted message explaining how to opt-out. Unfortunately, Hotmail both blocks images and disables links so it’s impossible to click on the opt-out link without enabling images first. Many subscribers will simply delete the email or report the email as spam rather than enabling the content so they can opt-out of receiving emails they never opted in to get in the first place. This email might have fared better had they used their Bluefly emails to build awareness of the brand’s impending launch and educate subscribers about the offerings of Belle & Clive.

Mar. 16, 2012 Belle & Clive email
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SUBJECTIVITY SCANNER: Select noteworthy subject lines
The Children’s Place, 3/16 — 25% Off - ♣ Lucky You!
Kmart, 3/16 — St. Patrick's Day Sale ♣ Save on Kenmore, Gordon Ramsay Everyday and more
Cooking.com, 3/17 — Happy St. Patrick's Day! Go "Green" + Free Shipping
Brookstone, 3/16 — The Irish don't have all the luck
OfficeMax, 3/16 — Get Lucky With Great Deals on PCs + First Look at March 18 Ad
CB2, 3/16 — your shamrocks are showing.
Kohl’s, 3/17 — Save a lot o' green: Extra 20% off everything!
Omaha Steaks, 3/17 — Saving O' the Green...15% Off + Free Shipping!
Sierra Trading Post, 3/16 — Plenty o' Green to Save! EXTRA 45% OFF 10,000+ Items!
NFLshop, 3/17 — Email Exclusive: Today Only - 17% Off Your New York Giants Purchase
TigerDirect, 3/17 — 17 Lucky Deals: Save up to 67%...Deals End This Weekend
Tiffany & Co., 3/17 — A Charming St. Patrick’s Day
JC Whitney, 3/17 — Celebrate St. Patrick's with 20% OFF!
J. Jill, 3/17 — Chino? Chi-yes! In 5 new down-to-earth colors + 25% off sale.
Sam’s Club, 3/16 — The new iPad® available in select Clubs March 16
PC Connection, 3/16 — The new iPad – Call to Order Now!
Coach, 3/16 — Colorful cases for your tech
Ann Taylor, 3/16 — The New SHOE Boutique: Shop Color, Exotics, Perfects & More!‏
J. Crew, 3/16 — Granting wardrobe wishes: 30% OFF sale items, plus free shipping
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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