RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:
Banana Republic, 3/9 — Shimmer in metallics at Piperlime.
Pardon the old email reference, but I found out today that Gap Inc.—the parent of Gap, Old Navy, Banana Republic and Piperlime—has added as separate Piperlime opt-out to their emails when they use their other lists to send emails from Piperlime. Unfortunately, while I’m finding this out today, this change actually happened many, many, many months ago. Now normally I wouldn’t point out that I missed something like this so egregiously, but I think it’s an important discussion point.
A little history for newcomers: Back in November of 2006, Gap Inc. introduced their new shoe brand to current Gap, Old Navy and Banana Republic subscribers (see Nov. 9, 2006 AM Inbox). They did some standalone emails, but on at least one occasion created a cross-brand message that was truly synergistic before returning to standalone Piperlime emails (see March 7, 2007 AM Inbox). On at least one occasion they also tried to use the mailings to their existing lists to try to build a Piperlime list (see April 5, 2007 AM Inbox). They then decided to shift to an opt-out strategy for Piperlime emails sent to their other lists. After receiving some complaints they apparently added a second unsubscribe link to those cross-brand emails during last summer that allowed people to opt out of receiving the Piperlime emails that they never opted in to receive in the first place. They’ve continued that strategy up through the present.
So… Clearly, building a new list from scratch is tough. But with a bit of patience and good content, you can build a great organically grown list over time. And I see no reason why you can’t leverage your existing lists to help kick things off—within reason. For example, I don’t see a problem with introducing a new brand to your existing subscribers. Harry & David recently did that with their Wolferman’s brand of English muffins (see March 26 AM Inbox). However, they have subsequently reverted to their Harry & David template and only included secondary banners about the new brand to help build awareness. Totally reasonable.
But at a certain point you have to let the brand stand on its own and build a separate list if you want to send dedicated, branded emails for another brand. Gap Inc. clearly started down that road and then gave up. I’m glad to see that they eventually allowed subscribers to opt out of receiving Piperlime emails, but it would have been much more user-friendly of them if they had included the opt-out option in the banner at the top of the email. For example, in this email it could have said: “We thought you’d like to see all the hot new metallics from Piperlime. (If you’d prefer not to receive Piperlime emails in the future, click here.)” Gap Inc. subscribers are not used to seeing multiple opt-out links in an email, so being more upfront about the option would have helped subscribers who would rather not receive the Piperlime emails.
RedEnvelope, 4/3 — SAVE 25% ON YOUR ORDER -- WHAT ARE YOU WAITING FOR?
I’m not sure that I’ve ever seen such a long screaming subject line on a non-spam email before. PLEASE DON’T DO THIS.
Update: It turns out that the screaming subject line betrayed some very real anxity and desperation from within RedEnvelope. While I initially received word from within RedEnvelope that the retailer was shutting down, later in the month they filed Chapter 11 and agreed to an asset sale to Creative Catalogs.
SUBJECTIVITY SCANNER:
Dick’s Sporting Goods, 4/2 — Only 4 Teams Left - Get Your College Tournament Gear
Brookstone, 4/2 — Save on complete hammock packages and backyard essentials!
KB Toys, 4/2 — Great Deals on Toys for Outdoor Fun
Nordstrom, 4/3 — Sunny Spring Tops Your Beauty Gift (Details Inside)
Neiman Marcus, 4/3 — Get beach-ready with swimsuits, hats & more + FREE SHIPPING
Home Depot, 4/3 — Find The Perfect Grill + 20% Off Special Order Area Rugs
Fingerhut, 4/2 — they’re all here – the latest and greatest from the Fingerhut Spring Big Book
Saks Fifth Avenue, 4/2 — Exclusive Brian Atwood Video
Costco, 4/3 — New Green Works Natural Cleaners. Clean Powerfully. Clean Naturally.
Victoria’s Secret, 4/2 — BIOFIT Uplift: The Bra Everyone's Talking About
Urban Outfitters, 4/2 — Skirt Chaser
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