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  • May 31, 2012

AM Inbox: The next step for Pinterest promos

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

Sony, 5/30 — Let Our Pinterest Page Spark Your Imagination | Follow Us and Start Pinning
Sony has included a link to their Pinterest page for nearly two months now, but they haven’t done anything more than that to draw attention to it until now. That was the soft launch; this is the hard launch. In this email they introduce subscribers to Pinterest, provide a link to request an invite, and then promote several of their pinboards and highlight several cool images being pinned. More than a quarter of all major retailers have added a Pinterest community link to their emails. Coming back and promoting specific pinboards and Pinterest activity is the next step in spurring interest in the social network. I suspect that we’ll see many Pinterest early adopters taking this next step in the months ahead. I also expect to see another significant wave of adoption this summer. Thus far, 29% of major retailers have promoted Pinterest content in their emails. I expect that we’ll be north of 40% by the end of August and then it probably won’t budge much until early 2013.

May 30, 2012 Sony email

ShopNBC, 5/30 — A Special Thank You Surprise!
Social validation can be powerful. While quality trumps quantity, the numbers are still important. I like how ShopNBC uses reaching 75,000 fans as an opportunity to bring attention to their Facebook presence and to thank their fans with a special offer. There’s a lot of transparency around social media followings. Obviously there’s much less so around email subscribership. I’ve seen very few brands celebrate the number of email subscribers they have or use that number to convince more customers and prospects to become subscribers.

May 30, 2012 ShopNBC email

OfficeMax, 5/30 — Flash Sale - Save up to 61% for 4 Hours Only
A couple of weeks after 1-800-Flowers.com used real-time image rendering for a clock countdown (see May 14 AM Inbox), OfficeMax uses the same tactic. I wonder if this is the start of a trend.

May 30, 2012 OfficeMax email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Kohl’s, 5/30 — Father's Day is June 17! Get Your Gifts Now.
Montgomery Ward, 5/30 — Save 15% on All NASCAR Gear--Shop for Dad!
Cooking.com, 5/30 — For the Man Who Has Everything - Our Best Gift Ideas for Dad
Coach, 5/30 — The Bag That Does It All (For Dad Too)
J. Crew, 5/30 — Shop for Pop
Lands’ End, 5/30 — We design them. You combine them. | Take an extra 20% off Sale & Clearance
Wayfair, 5/30 — Is your home in summer mode? Up to 35% off summer decor
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