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  • December 20, 2011

AM Inbox: National Free Shipping (No Minimum) Day

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

J&R, 12/16 — FREE SHIPPING on Everything for the ENTIRE HOLIDAY SEASON & BEYOND!
Just like they did last year (see Dec. 20, 2010 AM Inbox), J&R came out mocking Free Shipping Day. I’ve been very critical of this occasion because it’s an occasion that asks very little of large retailers, most of which have already been offering free shipping throughout the holiday season, if not year-round (see Alert: As Free Shipping Day approaches, majority of retailers already offering free shipping). However, I was surprised and pleased to see a number of retailers stepping up and injecting some new purpose into Free Shipping Day by offering free shipping with no minimum purchase required—including Backcountry.com, dELiA*s, Dick’s Sporting Goods, J. Crew, JC Whitney, L.L. Bean, Oriental Trading, OfficeMax, and REI, among others.

If Free Shipping Day is simply a day when retailers offer free shipping, then it doesn’t have much of a purpose given the current trends and probably won’t exist in a few years. But if it becomes a day when retailers offer their best shipping offers of the year—whether it’s free shipping with no minimum or free express shipping—then this gimmick of a day may yet have a future.

Click to view this Dec. 16, 2011 J&R email full-sized

TigerDirect, 12/16 — LAST CHANCE: Unbeatable DROID Cell Phone Deals + $0 Upgrades for That Special Someone
TigerDirect does some out-of-the-box design thinking on this email, which uses the preheader space for a letter-style address to the subscriber. This approach is sometimes used for apology emails, so it’s likely to catch folks’ attention.

Click to view this Dec. 16, 2011 TigerDirect email full-sized

Lowe’s, 12/16 — 20% Off Small Appliances Spreads the Love. Move Over, Mistletoe.
Lowe’s, 12/16 — Move Over, Mistletoe. Save 20% on Small Appliances and Spread the Love.
I noticed these two subject lines that Lowe’s was A/B testing. I don’t know which performed better, but my bet is on subject line #2.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Brookstone, 12/16 — Hurray for National Free Shipping Day... $49 MINIMUMS!
Oriental Trading, 12/16 — Today Only! FREE shipping on ANY order
J. Crew, 12/16 — Happy holidays: 30% OFF every purchase, in stores & online (PLUS, FREE SHIPPING on every order)
OfficeMax, 12/16 — Preview Our December 18 Ad + Free Shipping No Minimum
1-800-Flowers.com, 12/16 — Free Shipping/No Service Charge - HURRY TODAY ONLY!
Eddie Bauer, 12/16 — 40% Off Everything + Free Shipping! Today Only!
ShopNBC, 12/16 — Free Shipping...
JC Whitney, 12/16 — FREE Shipping NO MINIMUM Extended 'til Midnight!
Bass Pro Shops, 12/16 — LAST DAY for Free Shipping
Avon, 12/16 — Hurry... Last Chance for Guaranteed Delivery
dELiA*s, 12/16 — Free Shipping on Everything + Guaranteed by Christmas! Ends Monday.
eBags, 12/16 — Everything Ships Free – 2 Days Only! Get it by 12/24
Cabela’s, 12/16 — FREE Shipping now extended through Sunday!
Sam’s Club, 12/16 — Free Standard Shipping on select gifts this weekend
Art.com, 12/16 — Our Best Free Shipping Offer + SALE!
CB2, 12/17 — yes, there's still time for free standard shipping + best gifts of 2011.
Buy.com, 12/17 — FREE 2-DAY SHIPPING*
Cabela’s, 12/17 — Last Chance for Free Shipping!
Harry & David, 12/17 — Free Delivery countdown. Just 2 days left.‏
Sportsman’s Guide, 12/17 — Free Shipping NO Minimum + Today Only Flash Sale from The Guide
J. Crew, 12/17 — Cross it all off: 30% OFF every purchase, in stores & online (PLUS, FREE SHIPPING)
Crate & Barrel, 12/17 — Free shipping* + our red-hot holiday gift.
Neiman Marcus, 12/17 — Top 100 for Him & Her + FREE RUSH DELIVERY
Hallmark, 12/17 — FREE expedited shipping, plus 30% off orders of $50 or more
Dell, 12/17 — Find the perfect gift + FREE 2nd Business Day Shipping
Williams-Sonoma, 12/17 — Free Shipping Extended - Your Last Chance To Ship Free This Year
Victoria’s Secret, 12/17 — The Plushest Pair: Velour Essentials + Free 2nd Day Shipping.
TigerDirect, 12/17 — Free Shipping Online…No Stress… No Lines…No Waiting
Neiman Marcus, 12/16 — Michael Kors gifts + Last day FREE GIFT PACKAGING
TigerDirect, 12/16 — Free Shipping Black Friday
Macy’s, 12/16 — Super Saturday: extra 20% off + Free Guaranteed Christmas Delivery!
Toys “R” Us, 12/17 — WOW! Over 35 Doorbusters In Store! Super Sale Saturday! Plus, 2-Day Mega Sale! Save on LEGO, Xia-Xia & More!
Brookstone, 12/17 — They've got the iPad. Time to accessorize.
Bluefly, 12/16 — Introducing Belle & Clive. Are you ready? Be first.
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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