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  • June 9, 2011

AM Inbox: This post isn't for you; please forward it to your colleagues

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

Foot Locker, 6/8 — Dads: This Email is Not For You, Please Forward It To Your Family.
There are many occasions when you’re really trying to reach someone other than your subscriber—be it their mother or father, one of their siblings, or one of their friends. For instance, Ann Taylor’s graduation messaging had a secondary call-to-action to forward the email to “your favorite student” (see May 16 AM Inbox). And AbeBooks has even made forwarding the primary call-to-action for their back-to-school messaging (see July 21, 2008 AM Inbox). This Foot Locker email is in that same vein, with the retailer trying to reach the family members of the dads on their email list. The forwarding request is right up there in the subject line, which I think you’ll agree really stands out among the other Father’s Day subject lines I’ve included in the Subjectivity Scanner below. Of course, the other thing going for this subject line is that when people tell you not to do something, your first impulse is to do just that, so dads should be more likely to open this email.

Click to view this June 8, 2011 Foot Locker email full-sized

Lands’ End, 6/8 — Starfish: you named it. You bought every last pair. We made more.
This email makes you feel like Lands’ End’s customers aren’t just customers, but community members. This email conveys inclusiveness. It lets you in on the story behind their Starfish Pants, including the other names they kicked around. Lands’ End isn’t just listening to customers, they’re reacting and conversing.

Click to view this June 8, 2011 Lands’ End email full-sized
SUBJECTIVITY SCANNER: Select noteworthy subject lines
JCPenney, 6/8 — Think Dad! Perfect Gifts For His Perfect Day‏
Crutchfield, 6/8 — Find the perfect gift for Father's Day‏
Eddie Bauer, 6/8 — Deals for Dad - Get 20% Off Your Entire Order.‏
Saks Fifth Avenue, 6/8 — Father's Day Gifts: Cologne, Watches & Luggage, we've got them all‏
Cabela’s, 6/8 — Father's Day Gift Guide‏
L.L. Bean, 6/8 — Summer Sale--Save up to 60% + Great Father's Day Gifts‏
Sephora, 6/8 — Tan for free‏
TigerDirect, 6/8 — Finally...The Samsung Galaxy Tab 10.1 Available for Pre-Order‏
Neiman Marcus, 6/8 — Fashion Extremes: Dolce & Gabbana on the fringe‏
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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