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  • February 29, 2008

AM Inbox: Text-only email tactic from Buy.com

>>Two-Click Survey: Which is more important to generating opens: the sender name or subject line? Vote today on the eec homepage.

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

Sharper Image, 2/27 — Amazing Selection, Up to 50% Off
Sharper Image is changing up their sender name with this email, using “sharper image offers” rather than their usual “Sharper Image Online” (the sender address is the same as usual). The only other “sharper image offers” emails that they’ve done were on Dec. 21, 2007, and Oct. 21, 2006—and both of those were mainly image-based. The other thing going on here is that this email is text-only, which is a format that Sharper Image uses from time to time. For instance, in recent months they’ve sent text-only emails on Feb. 15; Dec. 14, 10, 3; and Nov. 26.

Perhaps Sharper Image is taking a page from the playbook of Buy.com, which sends a Weekly Deals email that is text-only, unlike their other promotional emails (see Nov. 2 AM Inbox). Circuit City and Ralph Lauren, which usually send image-rich emails, also use text-only emails on occasion but reserve it for simple, alert-style emails. For instance, Circuit City recently used a series of text-only emails to promote their Internet Deals of the Day during January (see Jan. 10 AM Inbox).

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SUBJECTIVITY SCANNER:
eBags, 2/27 — Ends Sunday: Leap Year Sale Event + Free delivery.
Lillian Vernon, 2/27 — Save 20% on Easter from Lillian Vernon
Petco, 2/27 — PETCO Get $9 Off This Saturday Only - We're Celebrating Our 900th Store Opening!
Coldwater Creek, 2/27 — The art of our exclusive prints, plus your free gift
Saks Fifth Avenue, 2/27 — Get your gift before they're gone
Victoria’s Secret, 2/27 — Try Intimissimi Risk Free! Details Inside.
Office Depot, 2/27 — Who Says $1 Won’t Buy You Anything?
TigerDirect, 2/27 — Top 50 Deals Under 50 Bucks

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