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  • April 19, 2010

AM Inbox: Promoting mature social communities

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

Sephora, 4/16 — What are you waiting for?‏
In my Email Insider column last week I double-dog dared folks to include tweets in their emails. So I was excited to see Sephora include posts from Discussions on their Facebook page in this email dedicated to promoting their Facebook page. This is a sign of the maturity of their social program: At first you likely have to entice customers with incentives to get them to join your social community, but after the community is built up you can simply promote the activity of the community itself. Hopefully we’ll be seeing more emails that take this approach going forward.

Click to view this Apr. 16, 2010 Sephora email full-sized

Toys “R” Us, 4/18 — Save All Week on Gym Sets, Sporting Goods, Games, DVDs, Netbooks and More!
In this preview pane banner, Toys “R” Us takes a similar approach to Sephora, celebrating a community member as a way of promoting their Facebook page. For many brands, the ultimate lure of their social community is the community members and activity.

Click to view this Apr. 18, 2010 Toys R Us email full-sized

Bloomingdale’s, 4/16 — We've Gone Tote-Ally Green!
In connection with Earth Day, Bloomingdale’s is running a contest to have their customers design a new reusable tote. The winner’s tote will be put into production and sold on Bloomingdales.com. Holidays like Earth Day are about community action, so it’s good to see Bloomingdale’s running a contest that brings people together.

Click to view this Apr. 16, 2010 Bloomingdale’s email full-sized

JCPenney, 4/16 — FREE SHIPPING Now--Extra 20% Off Later!
Particularly during the Thanksgiving Day to Cyber Monday stretch, there are lots of multi-part promotions that are active on different days. The use of side tabs that break the grid in this email is an interesting design tactic for calling out the different time availability of these offers.

Click to view this Apr. 16, 2010 JCPenney email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Office Depot, 4/16 — Discover Smart Ways to Go Green and Save Green + $10 Coupon
Diamond.com, 4/16 — Open Vault - Let Yourself Be Tempted
Kohl’s, 4/18 — Celebrate Mom. Visit our Mother's Day Gift Shop for great ideas!
Spiegel, 4/16 — MOTHER'S DAY! Perfect gifts by Signature Style PLUS Gift Card Savings
Linens ’n Things, 4/17 — Hurry, 2 Days Left to Enjoy Post Tax Day Savings!
REI, 4/16 — And the Award Goes to...
Cooking, 4/17 — Isn't it time you had one too?
Spiegel, 4/17 — NEW Reality Dressing! See how you can look Fabulous at Every Age!
Sony, 4/16 — PRE-ORDER TODAY | Introducing 2 NEW Reader Ericsson Phones
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