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  • January 4, 2011

AM Inbox: What's your New Year tradition? Email marketers read emails!

>>Tune in for Email Radio tomorrow when Dylan Boyd of eROI and I discuss trends from the 2010 holiday season. Get the details.

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

Bluefly, 1/1 — What's your New Year tradition? Fashionistas buy SHOES!‏
Of all the promotional emails themed around New Year’s, this one from Bluefly felt the freshest. Others were more helpful or addressed New Year’s resolutions better, but this one was fun, a little enlightening and on-brand for Bluefly.

Click to view this Jan. 1, 2011 Bluefly email full-sized

Spiegel, 12/31 — Join Us on Facebook and Get 25% OFF On Your Next Purchase!
Spiegel looked to leverage the New Year to convince subscribers to like them on Facebook. The pitch is simple, quickly outlining the benefits—plus I like how they pitch connecting with other Spiegel shoppers as a benefit.

Click to view this Dec. 31, 2010 Spiegel email full-sized

Sierra Trading Post, 12/31 — Today Only - EXTRA 35% OFF One Item + EXTRA 20-30% OFF over 6,000 Items!
In this email, Sierra Trading reaches out to their subscribers to see whether they prefer apparel product shots with live models or mannequins. As the commenters on their blog recognize, there are cost issues associated with the decision. The higher costs of models will likely translate into slightly higher prices. I like the idea of involving customers in a decision like this (similar to asking a big focus group), but wonder if they shouldn’t have just run some A/B tests to see which converts better and whether that difference pays for the increased costs of the models.

Click to view this Dec. 31, 2010 Sierra Trading Post email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Spiegel, 12/30 — What Will Your Signature Style Be in 2011?
Target, 1/1 — New Year's resolutions? Save on ways to fulfill 'em.‏
Costco, 12/31 — Need help with a health and fitness resolution? See what Costco buyers recommend!
Neiman Marcus, 12/30 — 10 ways to make 2011 your most fashionable year yet‏
Cooking.com, 12/30 — Top 10 Recipes + Best Sellers of 2010‏
Crate & Barrel, 12/30 — Everything you need to toast the New Year‏
Sears, 12/31 — We're open tomorrow till 9pm! Get up to 30% off appliances. + TVs to stay warm inside.‏
The Company Store, 1/1 — May your New Year be Happy & your Shipping 1¢
Norm Thompson, 1/1 — Best Resolution: SAVE MORE! 15% extra off all Sale.
HSN, 1/1 — New Year = New You! Spotlight on January‏
J. Jill, 12/30 — Relaxed & ready for the New Year! Plus, 25% off all sale styles.
Fingerhut, 12/31 — Fingerhut: SAVE 11% on Your Product Order - Get Ready for 2011!
Bluefly, 12/31 — 10 Hours Only! Extra 10% off EVERYTHING (happy YOU year, treat yourself!)
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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