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  • November 17, 2009

AM Inbox: Reinforcing a social appeal

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

Toys “R” Us, 11/16 — Only 10 Days Left to Shop Our BIG BOOK plus Become Our Fan on Facebook!
In yesterday’s AM Inbox, I talked about tactics used by Dick’s Sporting Goods and eBags to attract more Twitter followers and how one encouraged a much deeper connection than the other. This Toys “R” Us email gives us another example of using email to recruit social fans. What’s really interesting is that it builds on a previous appeal that they made in a Nov. 4 email (see Nov. 5 AM Inbox) that was very similar to the approach used by Dick’s Sporting Goods. But what they did this time was layer on more reasons to become a Facebook fan. While they still include a cause marketing angle, they’ve now added the ability to get information and to participate in the community by voting for deals and other items. This new appeal hits a lot more buttons than the previous one and is much more likely to attract engaged followers.

Click to view this Nov. 16, 2009 Toys ‘R’ Us email full-sized

Lands’ End, 11/16 — Ends today: save 25% + Free Shipping for Friends & Family‏
This Lands’ End is a more sharable version of a previous friends and family promotion (see Sept. 28 AM Inbox ). While this email retains the multichannel fulfillment options of the previous version, it now includes a repeated message to share this deal with others and presents three options for sharing at the end of the primary message. When you have email content that you believe is highly shareworthy, bring your “share with your network” (SWYN) and “forward to a friend” functionality up into the body of the message. Don’t rely solely on SYWN and FTAF links that are at the bottom of the email.

Click to view this Nov. 16, 2009 Lands’ End email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Harry & David, 11/16 — Gobble. Gobble. Repeat.‏
J. Jill, 11/16 — To: You. From: Us. New markdowns & an extra 20% off select shoes!
Sam’s Club, 11/16 — You're Invited! Holiday Taste of Sam's Club. Sample before you serve.
Ralph Lauren, 11/16 — Perfect Holiday Sweaters, Coats And Accessories‏
Frederick’s of Hollywood, 11/16 — Be a holiday bombshell + a free gift.
Blue Nile, 11/16 — 10% Savings on Holiday Jewelry Gifts Ends Tuesday‏
JCPenney, 11/16 — Free Shipping During Our Holiday Home Sale!
HP, 11/16 — HP's Holiday Gift Guide is here!‏
Crate & Barrel, 11/16 — Santa's helpers are here with Free Shipping. See details...
Hanna Andersson, 11/16 — New Savings Up To 40% - Just In Time For Thanksgiving!‏

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