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  • November 24, 2010

AM Inbox: Prep for Black Friday

>>Black Friday and Cyber Monday: See my predictions. I’ll report on what actually happened late next week.

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

Wal-Mart, 11/22 — Sneak-Preview Friday's In-Store Specials & Shop Online Specials Now‏
To help their shoppers find what they’re looking for and to help their store reps have fewer questions to field on Black Friday, Wal-Mart promotes store maps in this email to help subscribers plan their trip. About 16% of retail emails yesterday referenced Black Friday, up significantly from about 6% last year on the Monday before Black Friday. The percentage will only climb as we get closer to Friday, but it’s already clear that retailers are making Black Friday a much bigger topic in their promotional emails this year.

Click to view this Nov. 22, 2010 Wal-Mart email full-sized

Apple, 11/22 — Friday only: A special shopping event.
While many retailers are promising steep discounts and providing sneak peeks at Black Friday deals, Apple serves up the vaguest, most blasé email I’ve ever seen about Black Friday. And the landing page is just as vague and uninspired. Unfortunately, other retailers have to work much harder than this to get consumers’ attention.

Click to view this Nov. 22, 2010 Apple email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Williams-Sonoma, 11/22 — Save Up to $100 on Great Values + Last Day for Thanksgiving Delivery‏
Finish Line, 11/22 — Finish Line Black Friday Sneak Peek!
Walgreens, 11/22 — Black Friday Sneak Peek 25% OFF Contacts + 50% OFF Fragrances‏
Musician’s Friend, 11/22 — Musician's Friend: Black Friday Deals Start Today‏
Barnes & Noble, 11/22 — It's Black Friday Week! Get Started With These Great Offers.
TigerDirect, 11/22 — Pink Friday Week Starts Now!‏
Sam’s Club, 11/22 — Your sneak peek of the Members-only Day After Thanksgiving Event‏
Gap, 11/22 — Cyber Monday Comes Early! + FREE Shipping Every Day‏
Sears, 11/22 — Mystery Savings Pass + Cyber Monday Now Deals!
Nordstrom, 11/22 — Oprah's Favorite Things: Bra Fittings & The Latest Lingerie Free Shipping (Details Inside)‏
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