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  • June 11, 2008

AM Inbox: Ralph Lauren targeting mavens

>>Retail Email Rendering Benchmark Study released. Read executive summary.

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

Ralph Lauren, 6/10 — New Summer Sale - Save Up to 60%, Plus a Special Offer
Ralph Lauren appears to be targeting their better and more connected customers with exclusive sale previews that encourage them to spread the word via social network and social content sites like Facebook, MySpace and ThisNext. Retailers have not been big users of social networks, but a few have experimented with them—and imagine more will take the plunge as social networks become more widespread. For instance, Gap plugged Stylehive last fall (see Oct. 5 AM Inbox), Buy.com experimented with including Digg and Del.icio.us links in their emails a little over a year ago (see March 27, 2007 AM Inbox), and AbeBooks has included content from LibraryThing in their emails many times (see March 6, 2007 AM Inbox).

Here’s the Ralph Lauren email that non-mavens received yesterday…

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…and here’s the one that mavens received on June 9:

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Tip of the hat to John Bernier over at Ross-Simons for sharing the maven-targeting email with me.

Art.com, 6/10 — Double Offer Inside! Plus 'about the art' Trivia
The more you know about something, the more interested you become in it. That’s particularly true of complex products—electronics, books, fashion, art, etc. Art.com uses this education tactic to entice subscribers to learn more about particular works of art with a bit of trivia. They’ve used this trivia tactic before, but it’s never been the focus of an email before and they’ve never included more than one trivia question in an email before.

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Toys “R” Us, 6/10 — Be The First to Play Guitar Hero On Tour for Nintendo DS!
Presumably because of a deployment glitch, Toys “R” Us sent this email twice in rapid succession. It’s also worth noting that there’s been an alignment problem in their header for a while now.

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SUBJECTIVITY SCANNER: Select noteworthy subject lines
Furniture.com, 6/10 — Give your Dad the gift of relaxation for only $399: Montana Reclining Chair
RedEnvelope, 6/10 — 99% of Dads Agree...
Tiffany, 6/10 — On Its Way For Father's Day & Special Shipping Offer
OfficeMax, 6/10 — Great Gifts for Dad - Save Today
Saks Fifth Avenue, 6/10 — For the Well-Groomed Dad
Barnes & Noble, 6/10 — This Week -- Coupons, James Patterson, Last Minute Gifts for Dad, More
Macy’s, 6/10 — The Biggest One Day Sale! Save 20-50% - just in time for Father's Day!
FTD, 6/10 — Great Gifts for Dad Only $29.99 each
eBags, 6/10 — Avoid luggage fees with bags that lighten your load

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