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The latest in marketing strategy, technology, and innovation.

  • March 29, 2012

AM Inbox: See if you can avoid hitting the unsubscribe link

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

Norm Thompson, 3/28 — Yummy Steals & Deals...Starting at $3.99!
Alex Williams of Trendline Interactive wrote a great blog post yesterday in which he warned about the dangers of not making your emails touch-friend. In particular, he warned of placing administrative links too close together, specifically placing an unsubscribe link right next to other, more benign links. Norm Thompson makes this error in their preheader text, placing an unsubscribe link right beneath a “view in browser” link. Anyone who goes to tap that “browser” link has a 50/50 chance of activating the unsubscribe link instead. Thankfully Norm Thompson doesn’t have a one-click unsubscribe process, but you probably don’t want to frustrate a subscriber with poor navigation and then present them with the opportunity to opt out.

Mar. 28, 2012 Norm Thompson email
View this email full-sized.

Buy.com, 3/28 — Home Beer Tap $99.00, Brew N' Go $14.99, Emergency Fire Starter $4.29,...
When adding seasonal imagery to your logo and other standard email elements be sure to set a reminder to remove that imagery at the appropriate time. For instance, Buy.com still has a St. Patrick’s Day clover in their logo 11 days after the holiday.

Mar. 28, 2012 Buy.com email
View this email full-sized.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Kmart, 3/28 — Up to 50% off Easter & spring décor, Members earn $5 in Points on Easter items
Target, 3/28 — Easter fun: save on top toys
Williams-Sonoma, 3/27 — 3 Days Left! 20% Off + Free Shipping on Easter Favorites
Sears, 3/28 — Cut your costs, too! 20% off Craftsman lawn & garden
L.L. Bean, 3/27 — Guaranteed Rainwear at a Great Price + New to Sale
Kohl’s, 3/27 — Swim Into Savings: Earn Kohl's Cash + Save Up to 30% on Everything
Crate & Barrel, 3/27 — Outdoor Sale: Up to 20% off Select Outdoor Furniture
Backcountry, 3/27 — 2012 Running Gear Guide - Find Your Stride
dELiA*s, 3/27 — Spring Out In New Flower-Print Dresses!
OfficeMax, 3/27 — Online Exclusive Coupon Just In Time for Spring Cleaning
Newegg, 3/27 — CLEARANCE: Save up to 70% on hardware & more during our annual spring cleaning!
Barnes & Noble, 3/27 — Harry Potter Books Now on NOOK! Plus More Great New Reads.
Sony, 3/27 — The Folding Tablet Is Here: Meet Sony Tablet P | Special Offer
Lowe’s, 3/28 — Black Friday? In Spring? You Betcha.
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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