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  • March 8, 2012

AM Inbox: Working with influencers with Klout

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

Gilt Groupe, 3/7 — Sea Cashmere, Matthew Williamson, Get Down: Pillows & Comforters, Klout, The Ultimate Kids' Room, Big Eye Fish Guy, Fine Jewelry by Gurhan, Kimberly Ovitz and more Starts Today on Gilt at Noon ET
In this email, Gilt promotes a selection of products curated by fashion and other trendsetters identified by Klout, a service that attempts to measure social influence. The landing page features the selected products along with the Klout score and name of the person recommending it. This is the first time I’ve seen a retailer using Klout scores to promote products.

While I appreciate what Klout is trying to accomplish, I’m not currently a fan of the service, which is too much of the tail wagging the dog because of the ways to game the system. I’ve yet to find it useful personally. And for retailers I’m not sure what the advantage is. Coach (see Dec. 2, 2011 AM Inbox), Urban Outfitters (see Feb. 8, 2010 AM Inbox) and others have been working with bloggers and celebrities to produce curated assortments for years now, so I’m not sure why you need Klout’s help here. Perhaps I’m missing something here.

Mar. 7, 2012 Gilt Groupe email
View this email full-sized.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Williams-Sonoma, 3/7 — An Easter Exclusive + Win $15,000 Kitchen Makeover!
Cabela’s, 3/7 — Spring Ahead and Save with $20 Off!‏
Bluefly, 3/7 — It's Official...Spring 2012 Is Here! Featuring 1000+ NEW Styles (+ Special Email-Only Offer Inside!)
J. Jill, 3/7 — The perfect cardigan with a little more juice + up to 70% off SALE!‏
Ann Taylor, 3/7 — ON TREND: Gorgeous Graphics
J. Crew, 3/7 — Oxford-bound
Coach, 3/7 — The ultimate Coach Classic is back
Barnes & Noble, 3/7 — Award-Winning Debut Authors, Game of Thrones on DVD & More
Lane Bryant, 3/7 — New Multi-Way Strapless - One Bra, Endless Options
Montgomery Ward, 3/7 — New Spring Shoes from Freshica
Bloomingdale’s, 3/7 — Meet The New Crossbody Bags
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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