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Welcome to the Oracle Modern Marketing Blog:
The latest in marketing strategy, technology, and innovation.

  • June 10, 2011

AM Inbox: When did you last review the templates of your triggered emails?

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

CB2 — CB2: Shipping Status for #425090592165
Triggered emails aren’t entirely set-and-forget. You really should be reviewing them on a regular basis—at least annually, but also any time new capabilities become available. After purchasing something from CB2 recently, I got this shipping notification email. They clearly haven’t been testing the rendering of these emails because it broke in Gmail. Looking beyond the rendering issues, they take advantage of this customer touch to promote their catalog, staff picks and a couple of product categories, which is smart. One step up in sophistication would be to promote other products or categories that have a strong affinity with the product purchased. Moving from generic promotions to personalized ones raises the relevance of the submessaging. Optimizing your transactional emails and other triggered messaging can really move the needle, so don’t set-it-and-forget-it for too long before coming back and giving them some more attention.

Click to view this June 2011 CB2 shipping notification email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Hallmark, 6/9 — Have you found the perfect card for Dad?
Lands’ End, 6/9 — Hurry & we won't tell dad you saved 30% + Free Shipping‏
Williams-Sonoma, 6/9 — A Home Run Gift for Dad – Only at Williams-Sonoma‏
Saks Fifth Avenue, 6/9 — Great Father's Day Gifts: watches, jewelry and more‏
Bloomingdale’s, 6/9 — Father's Day with Polo Ralph Lauren‏
Ross-Simons, 6/9 — Give Him What He Wants: Shop our Father’s Day Gift Guide‏
eBags, 6/9 — Make Dad's Day with Gifts Up to 70% Off!
Harry & David, 6/9 — Free Standard Delivery for Father's Day ends tomorrow.
Coldwater Creek, 6/9 — The Ultimate Sale starts NOW! 50% OFF EVERYTHING.‏
Northern Tool, 6/9 — Summer Generator Sale – Over 130 Models Reduced!‏
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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