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  • June 23, 2009

AM Inbox: The style quiz that wasn't

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

The Company Store, 6/22 — Save on Sheets & Much More - Summer White Sale‏
I’ve been researching polls in emails for a client for the past few days so I got excited when I saw this email. But my excitement quickly ebbed when I discovered it wasn’t a poll after all. It was just copy that linked to a landing page for their White Sale. This was a big missed opportunity. Not only could they have linked to individual landing pages for the three style choices, which would have provided easier browsing and likely boosted conversion rates, but they also missed the opportunity to collect preference data that could have been used for a triggered email featuring the chosen style, future segmentation for hero images, or dynamic content in future emails.

Click to view this June 22, 2009 Company Store email full-sized

Omaha Steaks, 6/22 — Want 74% Savings PLUS Free Burgers, Free Cutlery and Free Cutting Board? Just open this...
Omaha Steaks promoted a true “style” quiz in this email, with the landing page asking 10 questions to determine what cut of steak is best for you. I question the science behind this quiz, but it was still interesting and I’m sure lots of subscribers took the quiz just for the heck of it. Other style quizzes include Oriental Trading’s Duck Personality Quiz (see Apr. 27 AM Inbox) and most notably Spiegel’s Signature Style Quiz (see March 17, 2008 AM Inbox). The question now is whether Omaha Steaks leverages the results of these quizzes in future emails.

Click to view this June 22, 2009 Omaha Steaks email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Orvis, 6/22 — 25 patriotic styles to show your colors this 4th of July.
Hanna Andersson, 6/22 — New! Save On Stars And Stripes For Babies, Girls And Boys!
Cooking.com, 6/22 — Quick Fourth of July Recipes: Potato Salads, Corn Salads + Bean Salads‏
Bluefly, 6/22 — EXTRA 10% OFF Everything - Summer's Officially Here!
J. Crew, 6/22 — NEW ARRIVALS: love them...need them...can't resist them (+ free shipping)

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