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  • February 25, 2009

AM Inbox: Staples appeals to subscribers' self-interest in preheader language

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

Staples, 2/24 — Save big on top rated products
Earlier this month, my Email Insider column, Ditch the Corporate-Speak: Use Terms Your Subscribers Can Appreciate, talked about speaking to customers from their point of view and avoiding corporate- and IT-speak like the plague. Staples gives us a good example of taking this approach. In this email they tweak their “click to view online” language, changing the word “email” to “coupon.” It’s safe assumption that subscribers will care more if their coupon is displaying correctly rather than their email displaying correctly. Their whitelisting request was already appealing to consumers’ self-interest with its “Don’t miss the savings” language.

Click to view this Feb. 24, 2009 Staples email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Sports Authority, 2/24 — Take The "Fat" Out of Fat Tuesday - Check Out Our Fitness Deals‏
Petco, 2/24 — PETCO Celebrate Mardi Gras With 72-Hours of Sitewide Savings!‏
Barnes & Noble, 2/24 — This Week -- Coupons, Save up to 30% on Oscar Winning DVDs, J.D. Robb, More‏
Dell, 2/24 — Act Fast! Dell's 4-Hour Sale Starts Today
L.L. Bean, 2/24 — Top Values--Pima Shirts at 1992 Prices‏
Crutchfield, 2/24 — DIY value: Save with FREE installation gear & instructions‏
Ann Taylor, 2/24 — 30% Off Pants (Your legs will thank you.)‏
Tiffany & Co., 2/24 — New Designs from Frank Gehry‏
Neiman Marcus, 2/24 — The Rock Goddess from DIANE VON FURSTENBERG + Free online shipping‏
Saks Fifth Avenue, 2/24 — Runway Trends Are Here Now‏
Ralph Lauren, 2/24 — New Arrivals: Polo Club Makes The Ultimate Iconic Statement‏
JC Whitney, 2/24 — Drive Safe - Talk Hands-Free Plus $40 Off!‏

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