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  • January 6, 2011

AM Inbox: Subtle browse-based email from Sears

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

Sears — The perfect washer and dryer is waiting.
Around New Year’s, Sears promoted some really great deals on washers and dryers in their emails. Since replacing our old set is on our to-do list, I clicked through and looked around. A few days later, I received this email. This is a great example of a browse-based triggered email that doesn’t draw attention to the fact that Sears was monitoring my click activity. There’s no Big Brother creepiness to it. It just seems fortuitous that I’m receiving an email about washers and dryers when I am interested in getting new ones. In addition to the copywriting avoiding any references to my activity, the effect is created by not reacting immediately to my activity and sending me an email immediately. Of course, the timing of triggered emails—whether they’re browse-based, shopping cart abandonment, or some other—are prime candidates for testing.

Click to view this Jan. 2010 Sears browse-based email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Oriental Trading, 1/4 — Get free shipping on over 375 exclusive Valentine items‏
Costco, 1/4 — Wireless Solutions To Your New Year's Resolutions!
Cooking.com, 1/4 — Start Your New Year Off Right with Our Healthy Cooking Favorites‏
Blair, 1/4 — Keep your resolutions. Save with 99¢ shipping.
Art.com, 1/4 — 20% off Everything - New Year, New Inspirations & New Art!
Newegg.com, 1/4 — Make a Fresh Start of 2011 with New Gear! $49.99 640GB Portable HDD...
Bass Pro Shops, 1/4 — See what's new for 2011‏
J&R, 1/4 — Best of 2010 -- Our Most Popular Items of the Year for Less!‏
Coldwater Creek, 1/4 — In with 240 New Arrivals + Free Shipping...Think spring!
Neiman Marcus, 1/4 — What's new at Nanette? (Hint: She's totally over winter)
Linens ’n Things, 1/4 — January White Sale Begins! Save Big!
Frederick’s of Hollywood, 1/4 — Shop our new catalog before it arrives + free shipping.‏
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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