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  • April 29, 2011

AM Inbox: Putting user-generated photos to work

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

Northern Tool, 4/28 — Free Shipping On All Trailers‏
For more than two years now, Northern Tool has been incentivizing its customers to upload their own photos along with product reviews (see Mar. 22 AM Inbox). Well now, for the first time, Northern Tool is leveraging those user-generated product images back into their email program. User photos add another layer of authenticity and create more powerful endorsements—not to mention making the brand seem more inclusive and customer-driven. If you want to see user-generated product shots achieving their fullest potential, check out any product page on ThinkGeek.com.

Click to view this Apr. 28, 2011 Northern Tool email full-sized

Backcountry.com, 4/28 — An Apology For Yesterday's Email‏
Backcountry’s email creative on Wednesday was edgy, witty, tough—and unfortunately, very poorly timed. With hundreds killed by tornadoes in the Deep South this week, Backcountry’s “Mother Nature hates you. Deal with it.” messaging could be interpreted as wildly insensitive. Backcountry wisely sent this apology email. It was straightforward, didn’t waffle in saying they were wrong and sorry for it, and was signed by the CEO. Well done.

Here’s yesterday’s apology email...

Click to view this Apr. 28, 2011 Backcountry.com email full-sized

...and here's the email from Wednesday:

Click to view this Apr. 27, 2011 Backcountry.com email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Kohl’s, 4/28 — $5 & $10 Food Network Breast Cancer Merchandise. Shop for a Cure.
Lillian Vernon, 4/28 — Celebrate Her Day and Save 15% - This Weekend Only‏
1-800-Flowers.com, 4/28 — FREE Shipping/No Service Charge for Mother's Day - Don't Miss It!
Harry & David, 4/28 — Free standard delivery for Mother's Day ends tomorrow.
Sam’s Club, 4/28 — Mother's Day gifts for less. Jewelry, floral and more from Sam's Club‏
J. Crew, 4/28 — Jenna's Mother's Day picks (plus, EXTRA 30% OFF sale items & FREE SHIPPING ends today)‏
Blue Nile, 4/28 — Up to 50% Off Mother’s Day Jewelry Gifts‏
J&R, 4/28 — Mother's Day Gift Ideas for the Modern Mom‏
Barnes & Noble, 4/28 — NOOK Color: The #1 Gift This Mother's Day‏
NFLshop, 4/28 — [2011 NFL Draft Tonight] Check Out The New York Giants Newest Gear!
Crate & Barrel, 4/28 — Get decked out on a budget with colorful, affordable outdoor furniture, available exclusively online.
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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