AM Inbox: Foreboding words to RedEnvelope subscribers
The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:
RedEnvelope, 6/28 — News from RedEnvelope
Provide Commerce acquired RedEnvelope last week so this week CEO Bill Strauss is sending RedEnvelope’s subscribers this email explaining the news. All is going well until about halfway through when he starts talking about privacy statements. In my Takeaways from the Email Insider Summit, I quote Alan Chapell of Chapell & Associates, who said that you should have a clause in your privacy stipulating what happens to the customer information in the event of a bankruptcy sale or change in control. The good news for Provide Commerce is that RedEnvelope apparently had such a clause in their privacy policy—if you don’t, you should.
The bad news is that Provide Commerce doesn’t fully explain what the ramifications are for RedEnvelope’s subscribers, which leads me to believe that they won’t be happy with what Provide Commerce does next. I think that the line “Should you wish to opt-out of receiving emails from us, please click here by July 15, 2008.” was meant to show respect and empower subscribers, but it has all the foreboding of a death threat. I was waiting for them to say that RedEnvelope subscribers will continue to receive the same great email offers that they’re accustomed to receiving. Since I didn’t hear that, my assumption is that Provide Commerce is going to extend the permission that RedEnvelope customers gave to RedEnvelope to their other brands. Regardless of what their privacy policy or the law say, today’s consumers won’t be happy if they start receiving emails from brands that they didn’t give permission to and they’ll show it by hitting the “report spam” button. I hope I’m misinterpreting this email.
REI, 6/27 — REI Summer Sale Starts Today
I love that REI is asking their subscribers to spread the word their Gearmail emails and to have their friends subscribe, but the implementation seems rather off. The “Go” link takes you to a landing page where you can subscribe to Gearmail. What I expected was a land on a page that allowed me to refer my friends by putting in their email address and having REI tell them that I thought they’d like signing up for Gearmail and presenting them with an opportunity to do so. So there was a disconnect between the messaging in the email and the landing page. For more on refer-a-friend programs, check out the Refer a Friend Benchmark Study.
Toys “R” Us, 6/27 — Save $10 on Stay-cation Shopping!
The “stay-cation” makes its debut in the email marketing of major online retailers. With gas prices high and the economy very shaky, we’re likely to see more messaging about saving money by vacationing at home instead of going away.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Office Depot, 6/27 — 4th of July Savings. Start Celebrating
Crutchfield, 6/29 — Cool 4th of July Savings: Over 800 specials
HPshopping, 6/29 — Shop the HP Fourth of July Sale: 7 DAYS ONLY!
Home Depot, 6/27 — Get Ready for the 4th of July with 50% Off Select Patio Sets
Coldwater Creek, 6/28 — Shop our special-tees for summer!
Ralph Lauren, 6/27 — Summer Shades: The Must-Have Styles
Lands’ End, 6/27 — Slender Suits, the secret to a slimmer summer
Chadwick’s, 6/27 — this weekend only we'll pay you to ship your order!
Norm Thompson, 6/27 — The wait is over - they're back in stock!
Costco, 6/27 — Safari Safe $200 OFF - Protect Your Valuables from Theft and Fire
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
RedEnvelope, 6/28 — News from RedEnvelope
Provide Commerce acquired RedEnvelope last week so this week CEO Bill Strauss is sending RedEnvelope’s subscribers this email explaining the news. All is going well until about halfway through when he starts talking about privacy statements. In my Takeaways from the Email Insider Summit, I quote Alan Chapell of Chapell & Associates, who said that you should have a clause in your privacy stipulating what happens to the customer information in the event of a bankruptcy sale or change in control. The good news for Provide Commerce is that RedEnvelope apparently had such a clause in their privacy policy—if you don’t, you should.
The bad news is that Provide Commerce doesn’t fully explain what the ramifications are for RedEnvelope’s subscribers, which leads me to believe that they won’t be happy with what Provide Commerce does next. I think that the line “Should you wish to opt-out of receiving emails from us, please click here by July 15, 2008.” was meant to show respect and empower subscribers, but it has all the foreboding of a death threat. I was waiting for them to say that RedEnvelope subscribers will continue to receive the same great email offers that they’re accustomed to receiving. Since I didn’t hear that, my assumption is that Provide Commerce is going to extend the permission that RedEnvelope customers gave to RedEnvelope to their other brands. Regardless of what their privacy policy or the law say, today’s consumers won’t be happy if they start receiving emails from brands that they didn’t give permission to and they’ll show it by hitting the “report spam” button. I hope I’m misinterpreting this email.
REI, 6/27 — REI Summer Sale Starts Today
I love that REI is asking their subscribers to spread the word their Gearmail emails and to have their friends subscribe, but the implementation seems rather off. The “Go” link takes you to a landing page where you can subscribe to Gearmail. What I expected was a land on a page that allowed me to refer my friends by putting in their email address and having REI tell them that I thought they’d like signing up for Gearmail and presenting them with an opportunity to do so. So there was a disconnect between the messaging in the email and the landing page. For more on refer-a-friend programs, check out the Refer a Friend Benchmark Study.
Toys “R” Us, 6/27 — Save $10 on Stay-cation Shopping!
The “stay-cation” makes its debut in the email marketing of major online retailers. With gas prices high and the economy very shaky, we’re likely to see more messaging about saving money by vacationing at home instead of going away.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Office Depot, 6/27 — 4th of July Savings. Start Celebrating
Crutchfield, 6/29 — Cool 4th of July Savings: Over 800 specials
HPshopping, 6/29 — Shop the HP Fourth of July Sale: 7 DAYS ONLY!
Home Depot, 6/27 — Get Ready for the 4th of July with 50% Off Select Patio Sets
Coldwater Creek, 6/28 — Shop our special-tees for summer!
Ralph Lauren, 6/27 — Summer Shades: The Must-Have Styles
Lands’ End, 6/27 — Slender Suits, the secret to a slimmer summer
Chadwick’s, 6/27 — this weekend only we'll pay you to ship your order!
Norm Thompson, 6/27 — The wait is over - they're back in stock!
Costco, 6/27 — Safari Safe $200 OFF - Protect Your Valuables from Theft and Fire
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: AM Inbox, Permission, Privacy, RedEnvelope, Refer a Friend, REI, Toys "R" Us
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posted at 3:38 PM 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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