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  • June 5, 2008

AM Inbox: Through gasoline-colored glasses

>>Retail Email Rendering Benchmark Study released. Read executive summary.

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

TigerDirect, 6/4 — Over 150 Gallons of Savings from TigerDirect - See How...
In yesterday’s AM Inbox, I talked about how KB Toys, Overstock and TigerDirect had mentioned high gas prices in their emails lately. Well, this email from TigerDirect takes this trend to the next level, from mentioning gas prices to listing their price savings in equivalent gallons of $4 gasoline. The inference: Saving money on electronics is like saving gas.

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MLB, 6/4 — Save $30! Canon Powershot 750 Digital Camera
Long-time readers will know that I HATE third-party advertising in retail emails. I don’t mind partnerships and sponsorships that are tied into your brand, but I hate freestanding, unrelated ads—like this email from MLB, which didn’t even put their header on the email (which is a great way to be marked as spam by subscribers that are glancing at it quickly).

Why do I hate ads in retail emails? Two reasons: (1) Your subscribers gave you permission to advertise to them. They didn’t give you permission to rent their address to third parties. It makes you appear greedy and ungrateful, like it’s not enough that subscribers opened themselves up to your promotions. And (2) it distracts marketers from building tight, responsive, well-permissioned lists, because if you’re selling third-party ads you want as big a list as you can get, whether folks are responsive or not. Obviously people expect ads in their New York Times and MediaPost emails, but they don’t expect them in retail emails. And that’s my rant.

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Buy.com, 6/4 — Great Gifts for Dads & Grads
Bass Pro Shops, 6/4 — Don't Wait - Last Chance for Father's Day Standard Delivery
Bed Bath & Beyond, 6/4 — Gifts for Dad at Bed Bath & Beyond
RedEnvelope, 6/4 — Top 10 Gifts for Dad -- Because he's your #1
Coach, 6/4 — Hot Shades, Cool Bags and Gifts for Dad
Bluefly, 6/4 — Paradise Found

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