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The latest in marketing strategy, technology, and innovation.

  • October 30, 2008

AM Inbox: Neiman Marcus experimenting with sender line

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

Neiman Marcus, 10/29 — Women's Apparel Sale at Neiman Marcus Stores
Neiman Marcus is experimenting with their sender name again—although this time I’m potentially less alarmed. Earlier this month, they tried the sender name “InCircle,” which is the name of their loyalty program (see Oct. 3 AM Inbox). I argued that wasn’t easily recognizable as being Neiman Marcus, and therefore risked being unopened or marked as spam. With this email, however, they used the sender name “NM Store.” “NM” is an abbreviation that they’ve been using pretty regularly, particularly with their recently redesigned blog, NM InSite. So this new sender name may not have the inbox recognition problems that “InCircle” likely had. While I still think the best practice is to use the same sender name consistently, it could be that Neiman Marcus wants to follow in the footsteps of HSN, which uses their sender name to support the subject line by using names such as “HSN Holiday” and “HSN Clearance” (see Oct. 7 AM Inbox).

DisneyShopping, 10/29 — Keep Your Kids Warm with Cool Prices!
DisneyShopping has redesigned their header and navigation bar, apparently in tandem with a website redesign. The changes are mainly cosmetic, but the nav bar links have changed a little, with them breaking one department into two and also reordering the departments. One think that didn’t change is that both the old and the new nav bar use HTML text so that they display when images are blocked.

Click to view this Oct. 29 DisneyShopping email larger

And here’s the old header and navigation bar from an Oct. 20 email:

Click to view this Oct. 20 DisneyShopping email larger

Norm Thompson, 10/29 — FREE WOBBLE CLOCK. Act now - limited supply!
In this email, which promotes a free clock incentive, Norm Thompson reminds subscribers to set their clocks back an hour this Sunday, Nov. 2. Other retailers like Brookstone have used daylight savings as an occasion to promote clocks in the past (see Feb. 26 AM Inbox). This is just one more example of how you can respond to events and news to make your emails more topical.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Dick’s Sporting Goods, 10/29 — Congratulations to the 2008 Phillies!
Hallmark, 10/29 — NEW E-Cards! Political humor and hoops&yoyo
Orvis, 10/29 — 65 NEW gifts for men. Find the perfect one for every man on your list.
TigerDirect, 10/29 — 5 New Netbooks from $369 (Ends Friday)...Voted Most Wanted Gift...
Lands’ End, 10/29 — Free Shipping, last chance, all orders - click or treat!
Frederick’s of Hollywood, 10/29 — Last chance to shop costumes + up to $40 off.
FTD, 10/29 — Brighten Their Spirits This Halloween and Save 25%
J. Crew, 10/29 — Outerwear sale. 30% off, online and in stores.
Sephora, 10/29 — Secret codes for BIG BONUSES!
Furniture.com, 10/29 — First Time Ever: Save up to $1000!
Banana Republic, 10/29 — Today only! Enjoy a birthday treat at Piperlime.

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