The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
Spiegel, 3/11 — Which one do you love?
Asking your email subscribers which catalog cover they like is a nice cross-channel tactic that’s been used by retailers like Lands’ End in the past. It can not only give you valuable feedback on the cover but give you a data point on what a particular subscriber is attracted to.
Where this email really underperforms is on the landing page, which I’ve included below. There’s a complete disconnect between the email content and the landing page. It simply dumps respondents on the homepage, where they get a pop-up that doesn’t recognize that they’re already subscribers. A landing page experience with more continuity might have included: (1) the current results of the voting, (2) product information about what the model selected is wearing, and (3) a sneak peak of or early access to products from the upcoming catalog.
Spiegel, 3/12 — What's Your Favorite Way to Shop? VOTE NOW!
A day later, Spiegel gives subscribers another opportunity to vote for something. This email might have benefited from being sent at least a few days after the cover catalog voting email, but it’s a nice progressive profiling opportunity that allows Spiegel to using segmentation and dynamic content to message respondents differently.
Spiegel, 3/13 — The Votes Have Been Counted! And the Winner Is...
While Spiegel sends at least one email a day and has therefore trained subscribers to look routinely for their messages, keeping this poll open for only a day probably cut off about half of the response that they would have received had they waited two or three days longer. In general, only half of your would-be openers do so within 24 hours of receiving an email.
Ann Taylor, 3/11 — LAST DAY: Up To 40% Off + FREE SHIPPING ON EVERYTHING!
Ann Taylor has made some tweaks to their email template, including (1) dropping the dark gray background around the body of the email, (2) reducing the number of links in their navigation bar to 7 from 8, and (3) changing the styling of their Facebook community link and forward-to-a-friend call to action. But the biggest change was that they increased their email width to 700 pixels from 670, making their emails considerably less mobile-friendly. Here’s the new design:
And here’s the previous design from a Mar. 9 email:
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Ross-Simons, 3/12 — Spring Forward - 30% Off Orders over $100
Petco, 3/13 — Spring Forward Sale! Save up to 40% + FREE Shipping!
Blair, 3/11 — Spring ahead with 25% off everything!
Lillian Vernon, 3/13 — Save 10% - Spring into Daylight Savings
The Company Store, 3/13 — Longer days make us smile, 25% OFF will make you
Chadwicks, 3/13 — More Daylight, More Shopping, More Discount!
Cooking.com, 3/11 — Celebrate Daylight Savings with 4 Day Markdowns: Up to 75% Off!
JC Whitney, 3/11 — Spring Break Travel Essentials Plus Free Shipping!
ShopNBC, 3/12 — Brand new for spring - hot watches, sunglasses & shoes
Sears, 3/11 — Save on all Craftsman power lawn & garden + all Kenmore grills
Office Depot, 3/11 — You're In LUCK: Save Green Today + Preview Next's Weeks Deals!
Brookstone, 3/11 — Want to get lucky?
Oriental Trading, 3/11 — Craft some Easter fun + get free shipping
Neiman Marcus, 3/11 — Your Big Night Out + FREE CLUTCH with purchase
Dick’s Sporting Goods, 3/11 — What's Your Favorite Baseball Memory?
Lane Bryant, 3/11 — Tighten Your Tummy Instantly + Get Free Shipping
Dell, 3/11 — The new Dell Streak 7 - Gather around the family tablet
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