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  • March 27, 2008

AM Inbox: Would you open an email from Carl@yahoo.com?

>>Help reduce inbox congestion and frustration by sharing these inbox management tips.

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

TigerDirect, 3/26 — Price Alert: 47" 1080p LCD HDTV $1199...Ends 3/28
Three things: (1) Use the same sender name and address. It helps subscribers recognize you in the inbox and helps to maintain whitelisting levels. (2) If you need to change your sender address, it’s good idea to tell subscribers ahead of time so they can whitelist the new address (see Reportlet: Retailers Gravitating toward Single Sender Addresses). (3) If you need to change your sender name, try not to change it too radically and always keep your brand name in there. And whatever you do, don’t change it to a spammy-looking address like, oh I don’t know, Carl@yahoo.com.

Unfortunately, that’s exactly what TigerDirect did with this email. For some reason, they decided to abandon their “TigerDirect.com” sender name and TigerDirect@tigeronline.com sender address in favor of the very spammy Carl@yahoo.com for both. While Carl Fiorentino, TigerDirect.com’s president, is familiar to their subscribers, it is entire unreasonable to expect subscribers to see Carl@yahoo.com and go, “Great, an email from Carl Fiorentino”—especially with zero forewarning.

Lands’ End, 3/26 — New Mix & Match Swim Separates: you control the coverage
Although not quite as good as the animated gif that got them into the 2007 Design Hall of Fame, Lands’ End gives us another fantastic example of how to use an animated gif effectively. It’s a great demonstration of the product features of their adjustable swimwear.

Click to view larger

Here’s the animated portion of that email:

Animated portion of Mar. 26, 2008 Lands' End email

RedEnvelope, 3/26 — The Ultimate Spring Break: UP TO 70% OFF
RedEnvelope is the latest retailer to jump on the preheader message bandwagon, adding one before their standard “click to view online” language and whitelisting instructions. Preheader messages give your main call-to-action prominence when images are block, when the email is viewed on a mobile device, and when viewed in preview panes. (Explore tag: Preheaders.)

Click to view larger

Crate & Barrel, 3/26 — Our new outdoor is in
Eddie Bauer, 3/26 — Dive into the NEW! 2008 Swimwear Collection.
Victoria’s Secret, 3/26 — Free Beach Bag with THE MIRACLE BRA SWIMWEAR purchase. Details Inside.
Brookstone, 3/26 — Mud season is here--protect your entryway floors!
Hanna Andersson, 3/26 — It's Short John Season...Share The Softness Of Organic Cotton!
Alloy, 3/26 — denim: inseams up to 37" + free shipping
SmartBargains, 3/26 — Michael Kors. We got it. Extra 20% off now & free shipping.
MLB, 3/26 — Watch the Japan Opening Series Now

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