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  • August 22, 2011

AM Inbox: Three-pronged call-to-action blitz

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

Dick’s Sporting Goods, 8/19 — PACE: Protecting Athletes Through Concussion Education
While the email-within-an-email format is very odd and squanders the benefits of the skinnier design that makes up the majority of the email, this Dick’s email is quite engaging. It leads with an educational call-to-action that’s followed by a several philanthropic calls-to-actions that reward subscribers for spreading the word about this effort, including a rare check-in call-to-action. It then concludes with a community call-to-action that appeals to student athletes and their parents to get their school testing software. Those three different content modules appeal to different kinds of people, increasing the chance that subscribers will click through.

Click to view this Aug. 19, 2011 Dick’s Sporting Goods email full-sized

Chadwicks, 8/19 — Oops! We've added MORE dresses from 7.99
While not at the same level as falsely using a “RE:” or FW:” in a subject line, using “Oops!” in a subject line for an email that’s not apologizing feels deceptive, a bit like a cheap trick.

Click to view this Aug. 19, 2011 Chadwicks email full-sized

J. Jill, 8/21 — Special MORE Magazine offer for J.Jill customers!‏
This is a nice example of a list rental or partner email. It was sent by J. Jill, has J. Jill’s branding, and J. Jill’s opt-out link. That said, the copy from MORE assumes that every J. Jill subscriber is a woman. I can’t imagine that there isn’t at least a small percentage of husbands on the list that regularly buy clothing for their wives. I probably wouldn’t change the copy for that small percentage, but it did create some humorous copy: “CHAD – You’re a MORE® woman.”

Click to view this Aug. 21, 2011 J. Jill email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Disney Store, 8/19 — Halloween Shop is Now Open with Free Shipping
Linens ’n Things, 8/21 — Up to 50% Off + Free Shipping Pre-Labor Day Sale
Kmart, 8/19 — Back to School and Back to Campus Sale + save on bikes
Coach, 8/19 — Go back to school with Coach.
Dell, 8/20 — Back to school savings up to 57% off select items
HP, 8/21 — Deal Alert: Back to School HP Laptops & More - 3 Days Only
J. Crew, 8/20 — new arrivals for back-to-school (plus, free shipping)
Target, 8/21 — Get decked out with Price Cuts on patio.
Crate & Barrel, 8/21 — For the home bartender: what you need to stock the bar.
J&R, 8/19 — Free Shipping Weekend Sale -- Use Promo Code: TECHEXPO11 at check out!‏
Coldwater Creek, 8/19 — Easy ways to express yourself
Office Depot, 8/19 — Shop These Doorbusters, Today & Tomorrow ONLY
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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