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  • March 5, 2009

AM Inbox: Progressive profiling opportunities

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

JCPenney, 3/4 — Save an extra 15% with your JCP Card! Plus, Shop our Grand Opening Sale‏
Be on the lookout for progressive profiling opportunities—that is, opportunities to collect additional information about your subscribers such as zip codes, birth dates, etc. I thought that’s what JCPenney was doing in this email with its “a jcpenney store is now open near you. Locate your store” message. JCPenney doesn’t ask for subscribers’ zip codes at the time of sign-up, so I thought they were trying to capture that piece for information. However, clicking through only takes you to a map that shows stores that are coming soon. No direct attempt is made to collect zip codes. Now, JCPenney could infer that if you click to “get details” about the new Orlando store that you live near it, but that may not be a safe assumption. What I expected to see was a call-to-action asking visitors to enter their zip code if they wish to be notified when new stores are opened near them. That’s better targeting, and also gives you information that’s useful in deciding where to open new stores.

Click to view this March 4, 2009 JCPenney email full-sized

Sephora, 3/4 — Do It Yourself - and save!‏
I love the recession-sensitive messaging in this email. Sephora clearly shows how they can save you money over the prices of profession services. While a trip to the salon may be out of the question, there’s still a need and desire to be satisfied—and how can you resist when you could save so much money by doing it yourself? This is a really smart way of demonstrating value.

Click to view this March 4, 2009 Sephora email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Toys “R” Us, 3/4 — Free Shipping on Watchmen Figures & Collectibles!
Fingerhut, 3/4 — Fingerhut: Spring BIG Book Sneak Peek‏
Alloy, 3/4 — The Little Black Dress Shop + Free Shipping‏
TigerDirect, 3/4 — BEWARE: 4TB + 4GB "Quad-Zilla" PC Kit...19" LCD $99...Core 2 Quad CPU $149...
Chadwick’s, 3/4 — Did you miss the Final Clearance?

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