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  • June 9, 2008

AM Inbox: The most common oopsy

>>Two-Click Survey: Which channel does email have the most synergies with? Voice your opinion.

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

Musician’s Friend, 6/5 — Musician's Friend: Fender Month Rocks On New Gear Added!
Although I don’t spend any time talking about it in my Oopsy Hall of Fame (see 2007 and 2006), broken and missing links are the most common oopsy that I come across. In this Musician’s Friend email, the link to the “Stupid Deal of the Day” button is broken. Even worse, it’s been broken for a while. I noticed it several weeks ago but didn’t bother to point it out. These kinds of standard, ongoing template elements need to be really scrutinized because mistakes in them can mean they go unnoticed for weeks, potentially months. The other angle here is that Musician’s Friend clearly isn’t looking at their email metrics closely enough or they would have noticed that they weren’t getting any clicks on their “Stupid Deal of the Day” button and would have then known they had a problem.

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Circuit City, 6/5 — How to get your birthday gift from Circuit City
Circuit City has clearly found some success with triggered birthday emails since they are trying to collect more birthday dates from subscribers. Circuit City was not among the 6% of major online retailers that required a subscriber’s birth date, according to the 2007 Retail Email Subscription Benchmark Study. That’s a good thing. Some people would certainly find that kind of question intrusive and may not subscribe because of it. Making it an optional piece of information or asking for it later—as Circuit City does here—is the better strategy.

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Overstock has added a search box and a “view cart” button to their email template. Here’s the new header…

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…and here’s the old one from a June 4 email:

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Blair, 6/6 — Save gas and enjoy 99 cent per item shipping
Costco, 6/5 — Stay in touch with Dad & Grad
Circuit City, 6/8 — Deals of the Day are back: save on great gifts for Dad
Wal-Mart, 6/7 — There’s Still Time to Make Dad Smile - Order by June 10
Ralph Lauren, 6/6 — Still Need A Gift For Dad? We've Got The Answers
RedEnvelope, 6/6 — Last Day for Father's Day Ground Shipping
Sportsman’s Guide, 6/5 — Father's Day Gift Ideas & Coupon from The Guide
RitzCamera, 6/8 — Father's Day Sale & Nikon Double Bonus Deal
Williams-Sonoma, 6/6 — The Best Gift for Dad: Mesh Grill-Top Pan
Kmart, 6/6 — What Dad Wants - on Sale
NFLshop, 6/5 — Guaranteed Delivery For Dad + 50% Off Express Shipping
Eddie Bauer, 6/5 — Men's Shirts, Polos & Pants on SALE! Hurry, Father's Day is 6/15.
Blair, 6/5 — Think green. Save green with this special shipping offer. [promoting World Environment Day]
Crutchfield, 6/5 — Price Drops we thought you'd want to hear about

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