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  • December 9, 2010

AM Inbox: Secret Santa hides calls-to-actions

I’m back from the Email Insider Summit and will be bringing us back up to date on emails over the next few days.

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

Harry & David, 12/4 — Secret Santa Savings - save 10% to 50% - this weekend only‏
This “Secret Santa” email from Harry & David is the first mystery deal email I’ve seen this season. What’s unique about it is that the campaign is being run in stores as well as through this email. It essentially gives subscribers a second chance; if they only get 10% or 20% off though the email, they can go to a store for a chance to get a bigger discount. And, of course, Harry & David would love to get more subscribers to come to their stores because they’ll likely make more impulse purchases. All that said, the coupon code as well as the store locator link could have been placed more prominently in the design. Those are really the two main calls-to-action and they’re buried down at the bottom of the email.

Click to view this Dec. 4, 2010 Harry & David email full-sized

NFLshop, 12/5 — New York Giants Fans - Buy One, Get One 50% Off - Today Only!
NFLshop—along with Abercrombie & Fitch, Alibris, Crate & Barrel, Tiffany & Co. and others—has started promoting their standard shipping order-by deadline. NFLshop’s cutoff is later than many other retailers’, which makes me wonder if some subscribers will see that they have lots of time before they order, postpone their purchase and ultimately forget to pull the trigger. Some retailers are simply saying, “Order now for Christmas delivery” and withholding their cutoff date to create more urgency now. That may be a better approach if your order-by date is still more than a week away.

Click to view this Dec. 5, 2010 NFLshop email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
ShopNBC, 12/3 — Holiday shopping tip 1 of 3...
Buy.com, 12/3 — Black Friday II‏
TigerDirect, 12/3 — Black Friday 2: Sony VAIO Laptop $499...42" 240Hz HDTV $499...23" Samsung LCD $159...4GB PC $299...Office 2010 $89 & More‏
Kmart, 12/3 — Save 5 to 50% + Free Shipping - Better than Black Friday Sale‏
JC Whitney, 12/3 — Find Unique Stocking Stuffers Exclusive Shipping Offer!
Oriental Trading, 12/3 — Stuff stockings for less. FREE shipping + $10 off‏
Dick’s Sporting Goods, 12/3 — Check Out Our New & Improved Website!‏
Barnes & Noble, 12/4 — Best Books of the Year‏
RitzCamera, 12/4 — Great Gift Ideas Plus Photographing Holiday Lights‏
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