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  • June 19, 2008

AM Inbox: Sorting out your social influencers

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

Ralph Lauren, 6/18 — Explore The World Of Wimbledon
After doing a split A/B or limited rollout test recently (see June 11 AM Inbox), Ralph Lauren appears to be trying to tap the power of social networks more extensively by adding a buffet of social network links to the bottom of some of their emails. What’s more, they are using unique links to each social network site, allowing them to determine which networks individual subscribers use. That will allow better targeting in the future and allow tell Ralph Lauren which social networks are most important to their customer base.

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Urban Outfitters, 6/18 — This Into That
Urban Outfitters is apparently finding success on Flickr, the photo sharing site. After promoting one Flickr pool earlier this year in their emails (see Feb. 4 AM Inbox), they’re back promoting a DIY Flickr pool in this email, which is about using old textiles to create curtains, pillow covers and other items. This email also links to a post on their blog that includes a link to a PDF on how make “tapestry magic.” These are great ways of creating community and engagement.

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Sports Authority, 6/18 — Boston Celtics are the NBA Champs
Shortly after the Boston Celtics nuked the LA Lakers in game 6 to claim the championship, this email announcing the news was landing in subscribers’ inboxes. This email is actually how I heard about the result of the game. That’s a nice service to subscribers. That said, I wonder about sending the email out in the middle of the night. For non-night owls, this email would have been a little buried by morning. Perhaps this is the kind of email where you A/B test the drop time and see if there’s a time that optimizes opens. Do that a few times and you could also segment your list into night owls and early-risers. Between the Super Bowl, NCAA tournament, World Series and other sporting events, there are plenty of opportunities to test whether it’s better to be first with the news or top of the inbox in the morning.

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SUBJECTIVITY SCANNER: Select noteworthy subject lines
Cabela’s, 6/18 — 4th of July Sale @ Cabelas.com
Saks Fifth Avenue, 6/18 — Exclusive Versace Fall Video
MLB, 6/18 — Vote now for your favorite "Take Me Out to the Ball Game" Video
Circuit City, 6/18 — city life: Great staycations + an exclusive Wii Fit tell-all
Sephora, 6/18 — Email Bonus: Shiseido SPF 55 sample

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