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  • December 15, 2011

AM Inbox: Returning to successful campaigns

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, 12/13 — Save BIG When You Buy Online & Pick Up In Store! Up to 40% OFF! Today Only!
When marketers rerun a campaign from previous weeks or months or years, I almost always interpret that as a good sign that the campaign was successful. That’s how I’m interpreting Toys “R” Us’ move to hold another in-store pick up sale. They promoted the last one in a Dec. 6 email (see Dec. 7 AM Inbox).

Norm Thompson also recently repeated a past used creative. In a Dec. 9 email, they reused a long, skinny email with a stocking as the primary focus. Norm Thompson had used that creative in 2009 and 2007 (see Dec. 17, 2009 AM Inbox). If a campaign is successful, look for opportunities to reuse it, freshening it up, if possible.

Click to view this Dec. 13, 2011 Toys R Us email full-sized

The Children’s Place, 12/13 — 25% Off The Entire Store + Lowest Prices Of The Season!
Email marketing doesn’t stop with a well-executed email. The landing pages that sit behind the email are also part of a campaign. If there’s a disconnect between the two, then any success that the email achieved has been lessened. Unfortunately that’s the case with this Children’s Place email. When you click through the email…

Click to view this Dec. 13, 2011 The Children’s Place email full-sized

…the landing page is simply the home page. That itself wasn’t problematic in this case because the email content and home page content were pretty much identical, creating a smooth transition from email to landing page. The problem arises when you try to click on any of the products featured in the primary content block. It turns out that none of them are clickable—in fact, there are only three areas that are clickable, which I’ve highlighted with black boxes. That forces you to search for the product or use the navigation bar links and scroll through lots of products you’re not interested in. A thoughtful and streamlined click path from email to landing page to checkout page can increase conversions significantly.

Click to view this landing page for a Dec. 13, 2011 The Children’s Place email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Sportsman’s Guide, 12/13 — Free Shipping $0 Minimum... Hurry One Day Only from The Guide
JC Whitney, 12/13 — FREE Shipping NO MINIMUM Ends Today!
Tiffany & Co. 12/13 — Enjoy Complimentary Shipping from Tiffany & Co.
Cabela’s, 12/13 — FREE Shipping! Get it there by Christmas!
Coldwater Creek, 12/13 — 30% off...We Wish You a Merry Gift List!
Office Depot, 12/13 — Do You Hear What I Hear? Savings On Hammermill + Even More! Details Inside.
Barnes & Noble, 12/13 — Holiday Gifts Up to 50% Off -- And Check Out NOOK Color, Now Better than Ever
Linens ’n Things, 12/13 — Last Day to Order for Christmas Delivery!
NFLshop, 12/13 — Exciting Holiday Gifts From NFL Auction
1-800-Flowers.com, 12/13 — Share our Holiday Favorites with your Favorites!
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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