AM Inbox: %%Var1%%, you must read this post about personalized emails
RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:
Crutchfield, 3/28 — New Sony big-screens: larger-than-life HD
Thankfully I don’t see personalization glitches too often, but I do see it every once in a while (Overstock made my Oopsy Hall of Fame with a blown personalization in a subject line). If you’re going to use a subscriber’s name in an email, first make sure that you have their name, either from when they subscribed or later in your relationship with them. And second, if you don’t have their name, make sure there’s a default that’s not something horrible like “null,” as was the case in a welcome email I got from DisneyShopping. For instance, Northern Tool, which loves to use names in subject lines (see Reportlet on names in subject lines), uses “Friend” as their default. It’s not super-smooth, but better than “%%Var1%%.”
Petco, 3/28 — PETCO Unleash the Benefits of All Natural Food!
This email about natural, holistic and organic pets foods is the perfect merchandising follow-up to Petco’s March 24 email about the pet food poisoning scare. Pet owners are clearly thinking about the quality of the food that they are giving their animals so they are in a very receptive state to think about upgrading their pet food.
SUBJECTIVITY SCANNER:
Oriental Trading, 3/28 — Make a splash with rainy day fun -- get free shipping & save 15%
Brookstone, 3/28 — The world's best outdoor furniture covers -- in the widest variety of styles and colors anywhere
Coach, 3/28 — The Coach Ergo Collection: lightweight, ergonomic design
AbeBooks, 3/28 — AbeBooks NewsFlash: Cormac McCarthy's "The Road" is Oprah's Latest Selection
Hanna Andersson, 3/28 — Hannas For Celebrations Plus Great Savings
Dell, 3/28 — One Day Only - Save $260 on a Fully Loaded Dell Dimension C521 Desktop
Jo-Ann, 3/28 — Free shipping + huge die-cut machine savings!
Neiman Marcus, 3/28 — FREE SHIPPING + Anna Sui: Bold spring looks from the runway
Crutchfield, 3/28 — New Sony big-screens: larger-than-life HD
Thankfully I don’t see personalization glitches too often, but I do see it every once in a while (Overstock made my Oopsy Hall of Fame with a blown personalization in a subject line). If you’re going to use a subscriber’s name in an email, first make sure that you have their name, either from when they subscribed or later in your relationship with them. And second, if you don’t have their name, make sure there’s a default that’s not something horrible like “null,” as was the case in a welcome email I got from DisneyShopping. For instance, Northern Tool, which loves to use names in subject lines (see Reportlet on names in subject lines), uses “Friend” as their default. It’s not super-smooth, but better than “%%Var1%%.”
Petco, 3/28 — PETCO Unleash the Benefits of All Natural Food!
This email about natural, holistic and organic pets foods is the perfect merchandising follow-up to Petco’s March 24 email about the pet food poisoning scare. Pet owners are clearly thinking about the quality of the food that they are giving their animals so they are in a very receptive state to think about upgrading their pet food.
SUBJECTIVITY SCANNER:
Oriental Trading, 3/28 — Make a splash with rainy day fun -- get free shipping & save 15%
Brookstone, 3/28 — The world's best outdoor furniture covers -- in the widest variety of styles and colors anywhere
Coach, 3/28 — The Coach Ergo Collection: lightweight, ergonomic design
AbeBooks, 3/28 — AbeBooks NewsFlash: Cormac McCarthy's "The Road" is Oprah's Latest Selection
Hanna Andersson, 3/28 — Hannas For Celebrations Plus Great Savings
Dell, 3/28 — One Day Only - Save $260 on a Fully Loaded Dell Dimension C521 Desktop
Jo-Ann, 3/28 — Free shipping + huge die-cut machine savings!
Neiman Marcus, 3/28 — FREE SHIPPING + Anna Sui: Bold spring looks from the runway
Labels: AM Inbox, Crutchfield, Oopsy, Personalization, Petco
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posted at 10:14 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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