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  • July 21, 2009

AM Inbox: Securing product reviews critical going into holidays

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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, 7/20 — Chad, Your Opinion Could Be Worth A $499 Dewalt Combo Kit‏
Industry chatter about integrating email with social networks has pushed talk of product reviews off the stage, but there’s still a sizable opportunity here for email marketers, especially as we enter the holidays. Northern Tool gives us an excellent example of a broadcast email asking subscribers to review products. The email details the sweepstakes incentive; explains that adding an image to your review or reviewing a product with no reviews earns you an extra entry; provides instructions on how to submit a review; lists previews sweeps winners; and includes a list of top categories and searches. While that last item is in all of their emails, it should deliver extra value here by directing folks to the most popular products to look for opportunities to submit reviews.

Click to view this July 20, 2009 Northern Tool email full-sized

Newegg, 7/20 — Get friendly with Newegg-and get a chance to win a Wii!‏
This “join our community” email from Newegg is similar to the dedicated email sent by ShopNBC last month (see June 15 AM Inbox), except that Newegg has chosen to add a sweepstake to spur action. While it’s not clear how the experience on each of the social networks is different, Newegg does a good job of listing out the benefits of connecting.

Click to view this July 20, 2009 Newegg email full-sized

Frederick’s of Hollywood, 7/20 — We're taking even more off. Up to 70%.
Coming from Frederick’s, this subject line made me smile .

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Kohl’s, 7/20 — Did you know? Crickets hear with ears on their knees! [promoting children’s charity]
Hanna Andersson, 7/20 — New School Dresses Just $28 For A Limited Time!‏
Bloomingdale’s, 7/20 — Reach New Heights In Platforms‏
Ann Taylor, 7/20 — Dress Up Your Wardrobe With Our Perfect Summer Dresses‏

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