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  • August 24, 2009

AM Inbox: The 3 levels of SWYN usage

>>Retail Email Guide to the Holiday Season: Download this free 43-page report. Register for the companion webinar

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

Petco, 8/21 — Share Your Code & Win $500 + Get FREE Shipping Now!‏
There are three ways to use “share with your network” (SWYN) functionality to encourage sharing, each more persuasive than the last: (1) Include SWYN links in the footer or header of your email, like Hallmark does (see May 15 AM Inbox). (2) Integrate SWYN into the message itself, like Staples did in an email last month (see July 23 AM Inbox). And (3) incentivize SWYN usage, as Petco does in this email. This Petco promotion rewards sharers while also allowing Petco to identify sharers, which could be used in segmentation later in addition to the follow-up email delivering the reward. What Petco has created is a two-tier promotion where sharers are rewarded for driving more sales from sharees. When some retailers are troubled by promo code sharing, this provides an interesting way to deal with it—make the code less valuable but reward the sharing.

Click to view this Aug. 21, 2009 Petco email full-sized

Lane Bryant, 8/21 — Free Shipping 3 Days Only + Go Site-Seeing At The New lanebryant.com‏
Lane Bryant announces the relaunch of their website in this email, which has been redesigned to match the style of the new site. The changes to their email design are largely cosmetic—the adoption of a darker color pallet, slightly larger logo and navigation bar, and dropping their slogan and top forward-to-a-friend link. Here’s the new design:

Click to view this Aug. 21, 2009 Lane Bryant email full-sized

And here’s the old design from an Aug. 17 email:

Click to view this Aug. 17, 2009 Lane Bryant email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Sam’s Club, 8/22 — It's Football time. It's Tailgating time. It's Savings Time.‏
RitzCamera, 8/22 — Super Student Special, 10% OFF (Use Coupon Code 1828)
Sports Authority, 8/22 — Best Brands for Back 2 Sports + Free Shipping on Footwear‏
Lands’ End, 8/22 — Backpack savings, up to 50% off Back to School + Free Shipping‏
The Company Store, 8/21 — Free Express Shipping + 10% Off ALL College Bound‏
Linens ’n Things, 8/21 — Last Chance to Save on Back to School: Coupon Enclosed‏
Office Depot, 8/21 — Limited Time Back to School Bargains PLUS $10 Coupon‏
Neiman Marcus, 8/22 — Emerging talent + Fresh perspectives? OUR NEW ADDITIONS‏

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