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  • September 11, 2009

AM Inbox: Taking a stab at a rival

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

Overstock, 9/10 — Pre-Order The Lost Symbol - Dan Brown's New Book & Save Today‏
Have an archrival? Is there a retailer that you’re always going head-to-head with? For Overstock, that chief competitor is Amazon and in this email they make it clear that they have a better price than them. The underlying message: “There’s no need to comparison shop at Amazon because our prices are better.” Earlier this year, Overstock rubbed it in Amazon’s face when they scored better in customer service in an Amex/NRF survey (see Feb. 26 AM Inbox)

It’s pretty rare for retailers to call out a competitor, because of the risk of starting a back and forth and potentially elevating your competitor’s brand. In fact, I can only think of two examples from the past 12 months: Toys “R” Us took advantage of now-defunct KB Toys no longer honoring their gift cards (see Jan. 13 AM Inbox) and Staples tried to attract customers affected by Office Depot closing some of their stores (see Dec. 17 AM Inbox).

Click to view this Sept. 10, 2009 Overstock email full-sized

Sam’s Club, 9/10 — Read reviews. Rate your purchases. Shop Members' top picks.
Sam’s Club has created a handy Facebook app, the Sam’s Club Event Checklist, which helps you plan parties by allowing attendees to easily chip in on food and supplies. This service is reminiscent of Sears’ GiveTogether program, which would probably also make a nice Facebook app (see May 4 AM Inbox).

Click to view this Sept. 10, 2009 Sam’s Club email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Nike, 9/10 — Five Players. One Team. Get Your Gear in Your Colors.
Hanna Andersson, 9/10 — The Year Of The Sweater Dress Sweaters For Everyone!
Neiman Marcus, 9/10 — TIMELESS STYLE: Free clock with St. John Collection purchase‏
1-800-Flowers, 9/10 — Get FREE Standard Shipping for Grandparents' Day!‏
J&R, 9/10 — Back to School Sale: Acer Aspire 11.6" Notebook Only $439.99 Plus Free Shipping!‏

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