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  • March 27, 2012

AM Inbox: Top 3 ways to count

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

Northern Tool, 3/26 — 10 Customer Favorites - 10 Powerful Performers!
Consumers love lists. Retailers have responded by touting their top 10 selling, rated, etc. products. But there are several ways to promote the list in an email. First, the traditional way is to start with No. 1 and work your way down. The drawback here is that some subscribers will just look at the top item or two or three and if they’re not interested in those, you won’t bother to scroll. Second, you can go in reverse, as Northern Tool does in this email, starting with No. 10 and working your way to No. 1. This approach encourages scrolling, exposing subscribers to more of the list as they make their way down to the top item. A third approach is to reveal the first few or last few items of the list in the email and then require a clickthrough to see the rest (see May 10, 2010 AM Inbox). This approach gets less mileage out of the open because less of the list is included there, but it should generate more clicks. All of these approaches are worth testing.

Mar. 26, 2012 Northern Tool email
View this email full-sized.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Barnes & Noble, 3/26 — A Basket Full of Savings! Up to 40% off Easter Toys, DVDs & More‏
Walmart, 3/26 — Plan your perfect party for less!
J. Jill, 3/26 — Your must-have spring dresses for every occasion!
Sam’s Club, 3/26 — Save Today on Patio Furniture
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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