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  • September 4, 2009

AM Inbox: New image, same image path

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

Musician’s Friend, 9/3 — Musician's Friend: 5 Days Of Extra Scratch 'N' Dent Savings‏
On a whim, I went back and reopened this email from yesterday. What I found was the same old creative stuck in time on Sept. 3. What I had hoped to find was the creative image updated to show that the Thursday discount had expired and that the Friday discount was in effect. Musician’s Friend could have easily done this by uploading the updated image to the same image path that they used in the email. Any subsequent emails that they send about this promotion can use the same image path as well so that the image can continue to be updated until the sale ends. Updating the image not only ensures relevancy regardless of what day the email is opened on, but it also heightens the urgency of the offers.

TigerDirect and a few other retailers use this same tactic to indicate which items in an email have already sold out by putting a “sold out” banner across the item’s image. Again, this adds urgency to purchase because subscribers see that some items are already unavailable. It also adds urgency to open an email—You don’t want to miss out by letting that email sit in your inbox for too long.

Click to view this Sept. 3, 2009 Musician’s Friend email full-sized

Macy’s, 9/3 — Hey, New York! Don't miss Fashion's Night Out this Thursday!
I like how Macy’s is using geo-segmentation to highlight a New York City event. I also like how they use tabs at the top of the email, giving subscribers an opportunity to check out what’s going on online this week as well.

Click to view this Sept. 3, 2009 Macy’s email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
NikeStore, 9/3 — Ready for Game Day? Get Your College Fan Gear.‏
Northern Tool, 9/3 — Your Fall Clean-Up Projects Just Got Easier‏
The Company Store, 9/3 — Labor Day Clearance Event - Up to 75% Off‏
Eddie Bauer, 9/3 — Last Days Of Labor Day Clearance! Save 30% On New Active Styles!
Avon, 9/3 — Labor Day Sale: FREE Shipping on ANY $5 Order + Up To 65% OFF‏
TigerDirect, 9/3 — 50 Labor Day Deals Under $50: 4gb Zune w/ Case $49...All-in-One Printer JCPenney, 9/3 — Labor Day Free Shipping on Orders of $49 or More!
Disney Store, 9/3 — Save Up to 25% with Our Labor Day Sale!‏
$39...Unlocked Nokia $49‏
Hanna Andersson, 9/3 — Frightfully Fun Halloween Hannas + 40% Savings On Fall!‏

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