AM Inbox: Ralph Lauren targeting mavens
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RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:
Ralph Lauren, 6/10 — New Summer Sale - Save Up to 60%, Plus a Special Offer
Ralph Lauren appears to be targeting their better and more connected customers with exclusive sale previews that encourage them to spread the word via social network and social content sites like Facebook, MySpace and ThisNext. Retailers have not been big users of social networks, but a few have experimented with them—and imagine more will take the plunge as social networks become more widespread. For instance, Gap plugged Stylehive last fall (see Oct. 5 AM Inbox), Buy.com experimented with including Digg and Del.icio.us links in their emails a little over a year ago (see March 27, 2007 AM Inbox), and AbeBooks has included content from LibraryThing in their emails many times (see March 6, 2007 AM Inbox).
Here’s the Ralph Lauren email that non-mavens received yesterday…
…and here’s the one that mavens received on June 9:
Tip of the hat to John Bernier over at Ross-Simons for sharing the maven-targeting email with me.
Art.com, 6/10 — Double Offer Inside! Plus 'about the art' Trivia
The more you know about something, the more interested you become in it. That’s particularly true of complex products—electronics, books, fashion, art, etc. Art.com uses this education tactic to entice subscribers to learn more about particular works of art with a bit of trivia. They’ve used this trivia tactic before, but it’s never been the focus of an email before and they’ve never included more than one trivia question in an email before.
Toys “R” Us, 6/10 — Be The First to Play Guitar Hero On Tour for Nintendo DS!
Presumably because of a deployment glitch, Toys “R” Us sent this email twice in rapid succession. It’s also worth noting that there’s been an alignment problem in their header for a while now.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Furniture.com, 6/10 — Give your Dad the gift of relaxation for only $399: Montana Reclining Chair
RedEnvelope, 6/10 — 99% of Dads Agree...
Tiffany, 6/10 — On Its Way For Father's Day & Special Shipping Offer
OfficeMax, 6/10 — Great Gifts for Dad - Save Today
Saks Fifth Avenue, 6/10 — For the Well-Groomed Dad
Barnes & Noble, 6/10 — This Week -- Coupons, James Patterson, Last Minute Gifts for Dad, More
Macy’s, 6/10 — The Biggest One Day Sale! Save 20-50% - just in time for Father's Day!
FTD, 6/10 — Great Gifts for Dad Only $29.99 each
eBags, 6/10 — Avoid luggage fees with bags that lighten your load
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:
Ralph Lauren, 6/10 — New Summer Sale - Save Up to 60%, Plus a Special Offer
Ralph Lauren appears to be targeting their better and more connected customers with exclusive sale previews that encourage them to spread the word via social network and social content sites like Facebook, MySpace and ThisNext. Retailers have not been big users of social networks, but a few have experimented with them—and imagine more will take the plunge as social networks become more widespread. For instance, Gap plugged Stylehive last fall (see Oct. 5 AM Inbox), Buy.com experimented with including Digg and Del.icio.us links in their emails a little over a year ago (see March 27, 2007 AM Inbox), and AbeBooks has included content from LibraryThing in their emails many times (see March 6, 2007 AM Inbox).
Here’s the Ralph Lauren email that non-mavens received yesterday…
…and here’s the one that mavens received on June 9:
Tip of the hat to John Bernier over at Ross-Simons for sharing the maven-targeting email with me.
Art.com, 6/10 — Double Offer Inside! Plus 'about the art' Trivia
The more you know about something, the more interested you become in it. That’s particularly true of complex products—electronics, books, fashion, art, etc. Art.com uses this education tactic to entice subscribers to learn more about particular works of art with a bit of trivia. They’ve used this trivia tactic before, but it’s never been the focus of an email before and they’ve never included more than one trivia question in an email before.
Toys “R” Us, 6/10 — Be The First to Play Guitar Hero On Tour for Nintendo DS!
Presumably because of a deployment glitch, Toys “R” Us sent this email twice in rapid succession. It’s also worth noting that there’s been an alignment problem in their header for a while now.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Furniture.com, 6/10 — Give your Dad the gift of relaxation for only $399: Montana Reclining Chair
RedEnvelope, 6/10 — 99% of Dads Agree...
Tiffany, 6/10 — On Its Way For Father's Day & Special Shipping Offer
OfficeMax, 6/10 — Great Gifts for Dad - Save Today
Saks Fifth Avenue, 6/10 — For the Well-Groomed Dad
Barnes & Noble, 6/10 — This Week -- Coupons, James Patterson, Last Minute Gifts for Dad, More
Macy’s, 6/10 — The Biggest One Day Sale! Save 20-50% - just in time for Father's Day!
FTD, 6/10 — Great Gifts for Dad Only $29.99 each
eBags, 6/10 — Avoid luggage fees with bags that lighten your load
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: AM Inbox, Art.com, Oopsy, Ralph Lauren, Segmentation, Share with your Network, Social Networks, Toys "R" Us
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posted at 11:18 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.
5 Comments:
Re: Ralph Lauren email, how does that work? How can you digg or bookmark on del.icio.us something without a URL? (like an email)
Ali, when you Digg it, it uses the URLs of the images, which isn't great since this email is composed of 9 images pieced together. Would be better if it used the URL of the web-hosted version of the email. I tried the Facebook button and that was a bit smoother, although a lot is lost in translation. Clearly there's a lot to be hashed out still, but it's good to see them trying to tap social networks.
Can I get a copy of the email?
I'm curious to try it out.
thanks.
Mike
Mike, I don't share emails from my tracking accounts, but if you want to play with their implementation, just sign up for their emails. They have a good email program and use the "Share This Email!" box fairly often.
That Ralph Lauren email is very cool. I just twitted about the idea and then I found your site. You even provided the approach to do this (which I was thinking about in my mind). I'm wondering if this would work from a B2B perspective. I think it would - especially if the content was unique.
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