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  • November 16, 2009

AM Inbox: Social sign-up incentives - Lessons from email

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

Dick’s Sporting Goods, 11/13 — Free Shipping on Purchases $49 or More - Limited Time Offer!‏
It’s interesting to see how retailers are applying incentives used routinely in email to grow their social efforts. For instance, sweepstakes are well known for being a poor source of quality email list growth because it attracts folks that would love a shot at winning something but have little interest in your emails. Similarly, Dick’s uses an incentive to grow their Twitter followers that has nothing to do with the content of their tweets and does nothing to encourage interaction. With the popularity of apps like TweetDeck and the advent of Twitter Lists, it’s easier than ever for people to follow brands and not actually see their tweets with any regularity. Dick’s may also find that many people unfollow them after their Nov. 30 deadline for their charity drive.

Click to view this Nov. 13, 2009 Dick’s Sporting Goods email full-sized

eBags, 11/13 — For Insiders Only: Double Deal‏
On the other hand, eBags’ Twitter growth tactic encourages conversation by giving folks a chance every week to win a bag by tweeting why they need one. Whether people follow eBags or not, when they tweet their reason for needing a bag to eBags, they’re exposing their followers to eBags and their weekly giveaway, which may in turn cause them to try to win a free bag. This is a great way to start a conversation that’s very germane to their brand.

Click to view this Nov. 13, 2009 eBags email full-sized

Urban Outfitters, 11/13 — It's Finally Here...
A few retailers like Walgreens and Harry & David include information about your closest or preferred store in each of their emails. In this Urban Outfitters email announcing the availability of their holiday catalog, they include the location of the nearest three stores, giving the subscribers more than one option, recognizing that folks may favor one shopping strip, mall or area over another.

Click to view this Nov. 13, 2009 Urban Outfitters email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Macy’s, 11/15 — Rwanda baskets: Free Shipping, extra savings + a brand new site!
Crate & Barrel, 11/13 — Before you order the turkey...order the pan. Free Shipping...see details.
Kmart, 11/13 — Better than Black Friday Sale - Friday and Saturday‏
J&R, 11/13 — BLACK FRIDAY DEALS -- Every Weekend in November!
RitzCamera, 11/13 — Pre-Black Friday Savings plus Clearance Sale‏
The Company Store, 11/15 — Winter Sale + Holidays Are Near & The Guests Are Here!
Blair, 11/13 — It's the gift they'll use - and it comes with 2 bonuses!
Orvis, 11/13 — Give a cozy, relaxing gift. Orvis slippers - a holiday tradition.
Abercrombie & Fitch, 11/13 — Check out our rugged outerwear for Christmas 2009‏
Walgreens, 11/13 — Put Beauty Under the Tree + Free Shipping at $25‏
Petco, 11/15 — PETCO Up To 40% Off Holiday Travel Essentials + FREE Shipping!
Sports Authority, 11/13 — Gift Ideas for Everyone on Your List & 2 More Days to Save $25 Off $100!
Diamond.com, 11/13 — Christmas Special Sale - Save up to 76% Plus Free Shipping‏
Avon, 11/13 — Holiday Hits + FREE Eye Cream & FREE Shipping‏
Oriental Trading, 11/13 — Wrap up holiday fun for less. Get FREE Shipping‏
Coldwater Creek, 11/14 — Gift list? Take $30 off + Free Shipping (save Santa a trip!)‏
Lillian Vernon, 11/15 — Shop the Gift Giving Guide & Get Free Shipping‏
Neiman Marcus, 11/13 — A night you won't soon forget‏
Alibris, 11/13 — NOTE TO SELF: Use my $10 coupon before it expires‏
Furniture.com, 11/15 — Online only Veterans Day Event ends tomorrow!

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