AM Inbox: Vetting catalog items via email marketing
RetailEmail.Blogspot monitors the email marketing campaigns of nearly 100 of the top online retailers. Here are highlights from our inbox this morning:
Lillian Vernon, 1/10 — Save 15% on Cool Web-Only Items Not Available in the Catalog
This email reminded me that email marketing is a great way to tout merchandise that you're trying to vet for your catalog. Instead of paying printing and postage costs to promote an item in print that may not do well, use email marketing to test it first. If it does well, include it in the catalog, and if not look for another item. I don't know if this is what Lillian Vernon is doing, but they are spinning it the right way: They make it sound like this merchandise is special or exclusive, when really they may just be testing out a limited purchase of the item from the supplier.
SUBJECTIVITY SCANNER:
OfficeMax, 1/9 — Save up to $50 on Select Products for Tax Preparation
Gap, 1/9 — New Year, New Look
Coach, 1/9 — Start the year fresh: new satchels, footwear, totes...
Saks Fifth Avenue, 1/9 — Freshen Up! MEN'S CLASSICS have staying power.
Crate & Barrel, 1/9 — Introducing Everyday Best Buys
JCPenney, 1/10 — Resort Shop: Travel in Style with New Looks & Luggage!
Saks Fifth Avenue, 1/10 — NEW Nanette Lepore + SHOP & GET A GIFT CARD
Bloomingdale's, 1/10 — Introducing L.A.M.B. + Extra 30% Off Fall Merchandise
Lillian Vernon, 1/10 — Save 15% on Cool Web-Only Items Not Available in the Catalog
This email reminded me that email marketing is a great way to tout merchandise that you're trying to vet for your catalog. Instead of paying printing and postage costs to promote an item in print that may not do well, use email marketing to test it first. If it does well, include it in the catalog, and if not look for another item. I don't know if this is what Lillian Vernon is doing, but they are spinning it the right way: They make it sound like this merchandise is special or exclusive, when really they may just be testing out a limited purchase of the item from the supplier.
SUBJECTIVITY SCANNER:
OfficeMax, 1/9 — Save up to $50 on Select Products for Tax Preparation
Gap, 1/9 — New Year, New Look
Coach, 1/9 — Start the year fresh: new satchels, footwear, totes...
Saks Fifth Avenue, 1/9 — Freshen Up! MEN'S CLASSICS have staying power.
Crate & Barrel, 1/9 — Introducing Everyday Best Buys
JCPenney, 1/10 — Resort Shop: Travel in Style with New Looks & Luggage!
Saks Fifth Avenue, 1/10 — NEW Nanette Lepore + SHOP & GET A GIFT CARD
Bloomingdale's, 1/10 — Introducing L.A.M.B. + Extra 30% Off Fall Merchandise
Labels: AM Inbox, Catalogs, Lillian Vernon
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posted at 9:38 AM by Chad White
I love Smith-Harmon's enthusiasm. It's so great to have a connection with people who really "get" and get excited by email marketing. (Truly, there are not that many of us out there!) I count myself very lucky to have found such accomplished enthusiasts to collaborate with on the REI program. They are helping to bring amazing opportunities to fruition with panache.
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