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  • April 15, 2010

AM Inbox: The 'fill in the blank' tactic

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

Sephora, 4/14 — 15% off this week only - stock up for The Skincare Challenge
Back in February, Liz Lynch of Email Precisely shared an email from Sephora that had a unique way of handling when it doesn’t have the data necessary to send personalized product recommendations—it leaves it blank or uses grayed out pictures of generic products. The message is clear: Give us more information and we’ll be able to fill in those blanks with customized recommendations.

To a lesser degree, Sephora uses that same tactic in this email, which includes a “your beauty profile” with “none on file” listed for the “skin type” and “skin concerns.” The coupon toward the bottom also includes a blank where my Beauty Insider account number would go. Do you have opportunities to use this “fill in the blank” tactic to show subscribers what they’re missing by not joining your loyalty program, completing their profile or updating their preferences?

Click to view this Apr. 14, 2010 Sephora email full-sized

TigerDirect, 4/14 — chadwhite@url.url, Did You Know You Can Get an Extra $20 Off...‏
Experts say that repeating a call-to-action increases the response, but TigerDirect may be overdoing it in this email. The “$20 off purchases of $100 or more…” message is repeated five times throughout this email, in addition to being teased in the subject line.

Click to view this Apr. 14, 2010 TigerDirect email full-sized

Target, 4/14 — Use coupons? We just made it easier to save.
Target has launched a new coupon center that allows you to easily sort through the available coupons and select which ones you want to print. Although the font size on the bullet points here are pretty small, the overall messaging about the new coupon center is clear. To check it out, go to Target.com click on “Coupon” in the vertical menu on the left.

Click to view this Apr. 14, 2010 Target email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Lillian Vernon, 4/14 — Show Mom Your Love & Save with $3.99 Shipping on Any Order
Saks Fifth Avenue, 4/14 — Mother's Day Gifts: Personalized and more
Diamond.com, 4/14 — Gifts Mom Will Love - Up To 71% on Retail PLUS Free Shipping
Ralph Lauren, 4/14 — Update Your Warm-Weather Wardrobe
Orvis, 4/14 — We're warming up with 40 NEW products for summer.‏
Neiman Marcus, 4/14 — Our Exclusive LBD video + Your gift with purchase
Disney Store, 4/14 — Enter the MARVEL Universe!
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