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  • January 8, 2007

AM Inbox: Subscriber confused by misleading subject line – See why

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

Lillian Vernon, 1/7 — Local Woman Wins Fight Against Clutter - See How
This email is much more hokey and kitschy than Lillian Vernon's typical emails, which are very straightforward and promotional. Before opening the email, I honestly thought it was going to be a real story about how Lillian Vernon helped clean up a desperately cluttered home with organization products. The subject line made me eager to open the email, but then there was the let down of finding something other than what I was expecting. Something like this would work for JCWhitney, which has cultivated a fun, hokey image with its emails, but for Lillian Vernon its just jarring. This is a reminder to everyone to be consist with their brand image and messaging. Deviating from that can be confusing to your audience.

Sony, 1/5 — Get a gift from Sony? Now the real fun begins.
Not many retailers have done this, but I think that email is a great way to do a holiday follow-up with subscribers, especially for retailers like Sony that have complicated products. Sony takes this opportunity to let subscribers know about its tutorials, support services and accessories—and to make one more holiday pitch:

Receive a new Sony gift this season? Maximize your new product by taking advantage of custom accessories, helpful tutorials, and Sony-dedicated support and service. Didn’t get what you wanted? The gift you wish you’d gotten is just a click away at Sony Style.

CompUSA, 1/7 — Save BIG in time for the BIG Game!
Costco, 1/6 — Score Big With Great Costco Savings!
TigerDirect, 1/5 — HDTV Blowout: 32-70"...From $499
Sears, 1/5 — Kick off the New Year with New Sales
Drugstore.com, 1/7 — Save up to 40% and start the new year right
Home Depot, 1/5 — 15% Off Select Fitness Equipment
Staples, 1/5 — Up to $150 off all-in-ones. All right here.
Ross-Simons, 1/5 — Shop our Hot Selection of Pearl Jewelry
Bluefly, 1/7 — Extra $10 off when you sign up with Google Checkout + Last Day Designer Sale
Allposters, 1/8 — 20% Off Everything + Top 4 NEW STYLE Resolutions
Old Navy, 1/8 — Shop Ship-Shape Nautical Styles for Women!

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