AM Inbox: Northern Tool introduces Kotula's
The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
Northern Tool, 10/8 — Chad, Check Out These Unique and Hard to Find Items + Free Shipping
In this email Northern Tool introduces subscribers to the newest family member, Kotula’s. They do all the right things in this introduction: (1) They use their usual sender name and address so that there are no problems recognizing this as a Northern Tool email. (2) They use their usual Northern Tool header—again for recognition. (3) They introduce the value proposition of the new sister brand. And (4) they give you an opportunity to opt in to receive emails from the sister brand.
Office Depot, 10/8 — We've Extended This HOT Paper Deal!
Mark Brownlow of Email Marketing Reports commented on Wednesday’s AM Inbox, asking about the wisdom of citing the economic troubles when trying to promote your wares. I replied that I thought there was a danger of making wallets close more tightly, especially for non-staples. Well, right on cue, Office Depot presents us with an example of how to reference the economic meltdown in a constructive way. Here the messaging is that “We’re on your side. We’re here to help you make it through all this by saving you money on things you need to run your business.” To me that’s a much stronger message than KB Toys’ “Help the economy by buying toys.”
TigerDirect, 10/8 — WHAT? Acer 22" Widescreen LCD for $169...
While HTML emails perform better than text-only email in general in the B2C market, there is a place for text-only emails—like alerts and apology emails, for instance. In this case, TigerDirect treats this like an alert email, saying that they didn’t want to waste any time getting this information to you so they put together this simple email. The text-only format stands out from their usual HTML rich format while also supporting their message of urgency.
Saks Fifth Avenue, 10/9 — Celebrity-Loved Looks
The messaging here is utter unsatisfying. Which celebrities wore these outfits? I’m not told in the email or on the landing page. This is an unsupported claim. This is a great way to make your subscribers feel mislead and tricked.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Circuit City, 10/9 — Bonus coupon inside--buy more, spend less. No debate necessary.
Harry & David, 10/9 — FREE standard delivery on select Pear gifts - Up to 25% OFF for Columbus Day!
Sears, 10/9 — Sears Columbus Day Sale: 3 Days of Savings
Ralph Lauren, 10/9 — This Weekend Only - Columbus Day Sale + Special Offer
Furniture.com, 10/9 — The holidays are coming - Are you ready?
RadioShack, 10/9 — $500 for the Holidays Mobile Giveaway
Fingerhut, 10/8 — The Holiday Big Book is Here - Everything for Holiday
Hallmark, 10/8 — Ornaments for the whole family, plus weekend savings
Toys “R” Us, 10/8 — Great Deals on the Hottest New Fisher-Price Toys
Frederick’s of Hollywood, 10/8 — Play dress up with free shipping.
KB Toys, 10/9 — Save Up to 30% on Halloween Costumes, Plus Free Shipping
Neiman Marcus, 10/8 — Cozy up to a FREE $50 GIFT CARD with purchase during the Online Cold Weather Event
Norm Thompson, 10/8 — Standout styles that set you apart from the crowd!
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Northern Tool, 10/8 — Chad, Check Out These Unique and Hard to Find Items + Free Shipping
In this email Northern Tool introduces subscribers to the newest family member, Kotula’s. They do all the right things in this introduction: (1) They use their usual sender name and address so that there are no problems recognizing this as a Northern Tool email. (2) They use their usual Northern Tool header—again for recognition. (3) They introduce the value proposition of the new sister brand. And (4) they give you an opportunity to opt in to receive emails from the sister brand.
Office Depot, 10/8 — We've Extended This HOT Paper Deal!
Mark Brownlow of Email Marketing Reports commented on Wednesday’s AM Inbox, asking about the wisdom of citing the economic troubles when trying to promote your wares. I replied that I thought there was a danger of making wallets close more tightly, especially for non-staples. Well, right on cue, Office Depot presents us with an example of how to reference the economic meltdown in a constructive way. Here the messaging is that “We’re on your side. We’re here to help you make it through all this by saving you money on things you need to run your business.” To me that’s a much stronger message than KB Toys’ “Help the economy by buying toys.”
TigerDirect, 10/8 — WHAT? Acer 22" Widescreen LCD for $169...
While HTML emails perform better than text-only email in general in the B2C market, there is a place for text-only emails—like alerts and apology emails, for instance. In this case, TigerDirect treats this like an alert email, saying that they didn’t want to waste any time getting this information to you so they put together this simple email. The text-only format stands out from their usual HTML rich format while also supporting their message of urgency.
Saks Fifth Avenue, 10/9 — Celebrity-Loved Looks
The messaging here is utter unsatisfying. Which celebrities wore these outfits? I’m not told in the email or on the landing page. This is an unsupported claim. This is a great way to make your subscribers feel mislead and tricked.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Circuit City, 10/9 — Bonus coupon inside--buy more, spend less. No debate necessary.
Harry & David, 10/9 — FREE standard delivery on select Pear gifts - Up to 25% OFF for Columbus Day!
Sears, 10/9 — Sears Columbus Day Sale: 3 Days of Savings
Ralph Lauren, 10/9 — This Weekend Only - Columbus Day Sale + Special Offer
Furniture.com, 10/9 — The holidays are coming - Are you ready?
RadioShack, 10/9 — $500 for the Holidays Mobile Giveaway
Fingerhut, 10/8 — The Holiday Big Book is Here - Everything for Holiday
Hallmark, 10/8 — Ornaments for the whole family, plus weekend savings
Toys “R” Us, 10/8 — Great Deals on the Hottest New Fisher-Price Toys
Frederick’s of Hollywood, 10/8 — Play dress up with free shipping.
KB Toys, 10/9 — Save Up to 30% on Halloween Costumes, Plus Free Shipping
Neiman Marcus, 10/8 — Cozy up to a FREE $50 GIFT CARD with purchase during the Online Cold Weather Event
Norm Thompson, 10/8 — Standout styles that set you apart from the crowd!
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: AM Inbox, Northern Tool, Office Depot, Saks Fifth Avenue, Sister Brands, Text Emails, TigerDirect
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posted at 10:23 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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