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  • July 27, 2006

AM Inbox: Powerful product introduction

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

Kmart, 7/26, 6 pm — Kmart: Introducing Craftsman + Get FREE SHIPPING
As far as merchandising goes, this is probably one of the stronger synergies that will come out of the merger of Sears and Kmart. Sears’ Craftsman brand is well respected and a big seller. Extending that line to Kmart shoppers should generate significant additional sales. There are few Kmarts here in New York, so we don’t know if Sears Holdings has already moved Craftsman products into Kmart stores. If not, then the reaction they get from selling Craftsman through Kmart.com may determine the extent and speed of a rollout to stores.

Kmart begins selling Sears’ Craftsman brand

Gloss, 7/27, 2 am — Find Your Perfect Foundation + Special Offer
People love advice, especially on tricky things like makeup. Gloss offers its readers advice on foundation, giving them a chart on the different types. While this email was effective in that regard, one big negative about the email is that it had a huge piece of lead art so that subscribers had to scroll beneath the fold to find the advice. A tighter opening would have made this an easier read.

Gloss offers advice on foundation

Foot Locker, 7/26, 2 pm — Use My Employee Discount-Take 30% OFF!
Taking a page out of GM’s playbook, Foot Locker is offering subscribers the same discount that its employees get. We have reservations about endorsing anything that GM does, but it’s well known that retail employees get great discounts so extending that to customers has some psychological heft to it. People will definitely interpret that as a good deal.

KB Toys, 7/27, 3 am — Hurry, Sizzling Summer Values End Soon
KB sent an email today that has exactly the same lead images as the one they sent on Tuesday. When you don’t vary the art, it just starts to look like you’re spamming your subscribers with the same emails. So mix it up as best you can.

SUBJECTIVITY SCANNER:
Lands' End, 7/26, 3 pm — School Uniforms They'll Want to Wear
HPshopping, 7/26, 12 pm — Big Savings For Back-To-School
TigerDirect, 7/26, 4 pm — 1gb USB Flash Only $9.99*...Limit 1 Per Customer
Circuit City, 7/27, 7 am — Secret Sale! Extended through Saturday!
JCPenney, 7/26, 2 pm — Semi-Annual Home Sale: Save 20-60%

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