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  • May 25, 2010

AM Inbox: When to use personalized greetings

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

Harry & David, 5/24 — A message about your Harry and David account ...
Last week there was a discussion on Twitter about the value of personalized greetings. I argued that whether to use them “depends on content in email. Personalized greetings ring false in mass mailings, but can enhance targeted/triggered emails.” This Harry & David email is a great example of when to use a personalized greeting. It announces the launch of a Personal Giftlist service and includes each customer’s past purchases and who they were sent to. The email contains personal information so a personalized greeting makes total sense, because the email is about them in particular. If you’re looking for a line in the sand, this is a pretty good one.

On the downside, the subject line for this email is a bit alarming, while also being fairly spammy. A subject line that mentioned the Personal Giftlist might have been more appropriate and effective.

Click to view this May 24, 2010 Harry & David email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Spiegel, 5/24 — EXCLUSIVE PREVIEW Memorial Day Weekend Sale. Up to 80% OFF!
Lane Bryant, 5/24 — Memorial Day Sale - Great Deals + Use Your New Gift Cheque‏
Cooking.com, 5/24 — Top 10 BBQ Rib Recipes For Memorial Weekend‏
Costco, 5/24 — Shop Hot New Wireless Offers for Memorial Day!
Orvis, 5/24 — Great gifts for Father's Day + Free Shipping.‏
Ralph Lauren, 5/24 — Suit Up In Swimwear For The Whole Family‏
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