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  • April 10, 2012

AM Inbox: Shop worst-rated products

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

CB2, 4/9 — summer is here + our new flipbook
Promoting top-rated products is a tried-and-true tactic. It helps drive sales of products that are very likely to make your customers happy, since other customers have already validated the value of the product. Promoting great products that make customers happy is also good for your brand image. On the other hand, drawing attention to products that make your customers miserable only does brand damage and erodes trust—after all, why should you essentially recommend a product that’s likely to disappoint your customers?

That’s what CB2 does in this email and on the cover of their latest catalog. The Havana Sectional currently has 5 reviews, all of which give it 1 star and go on and on about the shockingly horrendous quality of the product. Perhaps the product is much better than these five reviewers say; if so, email product review requests to other past purchasers of the sectional to try to get some positive reviews. If the product is really as bad as the reviewers say, there are certainly quieter ways to get rid of inventory of the product and better choices of products to promote. I’ve seen other retailers promote poorly rated products, but I haven’t seen a retailer do so as prominently as CB2 does here. Very perplexing.

Apr. 9, 2012 CB2 email
View this email full-sized.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Newegg, 4/9 — Join This Newegg Hunt for Great Deals! $59.99 LITE-ON 12X Blu-ray Burner...
Williams-Sonoma, 4/9 — Introducing Agrarian: Fresh Ideas for Healthy Living
Orvis, 4/9 — Take advantage of big savings to help you get ready for summer.
Sony, 4/9 — Save Big On the World’s Fastest-Shooting DSLR Camera + More Incredible Deals
Northern Tool, 4/9 — Over 100 Customers Would Recommend This Product
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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