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  • December 10, 2010

AM Inbox: New twists on Facebook fan drives

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

Buy.com, 12/7 — Laser Level $9.99, Sony Notebook w/ Blu-Ray & i3 $699.99, 23" Full HD Monitor w/ Speakers $139.99 AR, Gran Turismo 5,..
At the Email Insider Summit on Monday, I moderated a panel on email-social integration 3.0, which explored tactics beyond community links (ESI 1.0) and SWYN links (ESI 2.0). During the panel, DJ Waldow of Blue Sky Factory mentioned a campaign by Hydro Flask that promised their Facebook fans progressively larger discounts depending on how many fans they gained by a certain date. That’s a twist on the usual Facebook fan drive that seems influenced by Groupon’s model of only honoring a groupon if X people buy it. It’s a nice way of recruiting your subscribers as viral agents since it’s in their best interest to tell their friends so Hydro Flask hits their goal. (Read more about the Hydro Flask campaign on Blue Sky Factory’s blog.) In this email, Buy.com is using a similar strategy, although instead of everyone getting a reward, there’s a sweepstakes model because the discount is so large.

Click to view this Dec. 7, 2010 email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
TigerDirect, 12/6 — Cyber Monday II Deals Up to 70% Off: 20" LCD $89...4.3" Garmin nuvi $99...HP Core 2 Duo Laptop $449...27" 1080p HDTV $249‏
Kmart, 12/6 — Cyber Monday and Free Shipping are Back + 70% Off Fine Jewelry‏
Home Depot, 12/6 — Cyber Monday is Back - Hurry, One Day Only!
Toys “R” Us, 12/6 — Cyber Sale! Save up to 60% on Thousands of Toys, Monday Only!‏
Sam’s Club, 12/6 — Merry Monday savings while they last on SamsClub.com!‏
Sam’s Club, 12/7 — Toy Tuesday is here! One day only free shipping on select toys‏
JC Whitney, 12/7 — Save 20% On Everything You Need To Travel Safely This Holiday Season‏
Newegg, 12/7 — Stocking Stuffers & More: 100 Deals Under $100!
Ann Taylor, 12/7 — Free Shipping On Everything! + Perfect Presents Under $100‏
Williams-Sonoma, 12/7 — Fun Ideas for Holiday Baking: Starting at Under $10‏
HSN, 12/7 — Save $$$ On Your HSN Order - Offer Ends at Midnight!
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