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  • June 10, 2008

AM Inbox: Soft-selling through educational programs

>>Retail Email Rendering Benchmark Study released. Read executive summary.

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

RadioShack, 6/9 — New courses plus learn about GPS
I’m occasionally asked how retailers should engage customers in a less promotional way. Education is always the top soft-sell strategy in my opinion. RadioShack gives us a good example of that with this email about new courses offered at their Learning Center. Of the 11 emails I’ve received this year from RadioShack, 5 have highlighted their online classes in their subject line. This is a retailer that’s projecting a fundamentally different interest in their subscribers. At the same time, if you click through to the Learning Center you’ll see that their courses all recommend “Related Materials”—which are, of course, products available from RadioShack.

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Sam’s Club, 6/9 — Shop top-rated selections throughout the Club
I like how Sam’s Club brands their product review rankings, using the square diamonds from their logo instead of using a more generic star icon. Lisa Harmon of Smith-Harmon recently shared of a couple of other examples of branding product review ranking in this Make it Pop! post on the Email Experience Blog.

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Sony, 6/9 — Shop for Dads and Grads at Sony Style
Dick’s Sporting Goods, 6/9 — Reward your Grad + Father's Day Gifts
Kmart, 6/9 — Incredible Deals for Incredible Dads [with some Hulk promos]
Cooking.com, 6/9 — Father's Day Recipes: Spuds, Steak and Manly Menus
Williams-Sonoma, 6/9 — Free Upgrade to Rush Shipping: Order for Dad Today
Orvis, 6/9 — Free Shipping: Use our easy Father's Day Gift Selector
Macy’s, 6/9 — Last chance for Free Shipping - get your Father's Day gift today!
Harry & David, 6/9 — LAST DAY for FREE Express Upgrade for Father's Day
RedEnvelope, 6/9 — SAVE 20% on Great Gifts for Dad
Home Depot, 6/9 — It's Time for Outdoor Fun at The Home Depot
Ann Taylor, 6/9 — FRIENDS & FAMILY EVENT! A Summer Exclusive - Pass it on!

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