AM Inbox: Another pleading letter to subscribers
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The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
Macy’s, 11/12 — A SPECIAL INVITATION FROM OUR PRESIDENT - SAVE AN EXTRA 20%
This email from Macy’s President Kent Anderson seeks to reassure subscribers that in these tough times that Macy’s provides real value and appreciates their business. The email provides an email exclusive discount and also reminds subscribers of improvements in service and merchandising that have been made this year. This email is reminiscent of an email Macy’s sent last year around this time (see Oct. 24, 2007 AM Inbox), as well as a Crutchfield email from a couple of weeks ago (see Oct. 27 AM Inbox). In both cases, the goal was to shore up their brand image going into the critical holiday period.
While I liked the letter format, the signature from Anderson and the email address provided in the P.S., I was disappointed by the lack of line breaks in the first half of the email, which made it a bit hard to read. The full caps subject line and “Dear Friend” greeting was also more than a little spammy.
Bass Pro Shops, 11/12 — Shop with this Great Offer at the NEW Basspro.com
Bass Pro Shops announces the relaunch of their website, which has a new look, easier navigation and smoother checkouts. In tandem with the website makeover, Bass Pro introduces the new nav bar into their emails. Here’s the new nav…
…and here’s the old nav bar from a Nov. 3 email:
Eddie Bauer, 11/12 — Our gift to you - Free Shipping!
I like how Eddie Bauer is very upfront about how you can get better free shipping offers and how they establish a hierarchy of customer value: non-subscribers are less valuable than email subscribers; email subscribers are less valuable than loyalty program members; and loyalty program members are less valuable than credit card holders. This way customers know exactly what they need to do to get what they want.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Furniture.com, 11/12 — Veteran's Day Event: Save $231 on Alta Vista Jr. kids' room!
Ralph Lauren, 11/12 — Save 30% - 50% Plus A Special Offer At Our Thanksgiving Sale
Urban Outfitters, 11/12 — Get Decked
Neiman Marcus, 11/12 — Exclusive monogrammed JUICY COUTURE tracksuits + Free gift wrap & Free online shipping
Sephora, 11/12 — Now open: Dylan's Candy Bar
Bluefly, 11/12 — Extra 10% Off Everything - It's Hump Day!
Orvis, 11/12 — Get a FREE $100 Gift Card from Orvis. Plus FREE shipping.
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
Macy’s, 11/12 — A SPECIAL INVITATION FROM OUR PRESIDENT - SAVE AN EXTRA 20%
This email from Macy’s President Kent Anderson seeks to reassure subscribers that in these tough times that Macy’s provides real value and appreciates their business. The email provides an email exclusive discount and also reminds subscribers of improvements in service and merchandising that have been made this year. This email is reminiscent of an email Macy’s sent last year around this time (see Oct. 24, 2007 AM Inbox), as well as a Crutchfield email from a couple of weeks ago (see Oct. 27 AM Inbox). In both cases, the goal was to shore up their brand image going into the critical holiday period.
While I liked the letter format, the signature from Anderson and the email address provided in the P.S., I was disappointed by the lack of line breaks in the first half of the email, which made it a bit hard to read. The full caps subject line and “Dear Friend” greeting was also more than a little spammy.
Bass Pro Shops, 11/12 — Shop with this Great Offer at the NEW Basspro.com
Bass Pro Shops announces the relaunch of their website, which has a new look, easier navigation and smoother checkouts. In tandem with the website makeover, Bass Pro introduces the new nav bar into their emails. Here’s the new nav…
…and here’s the old nav bar from a Nov. 3 email:
Eddie Bauer, 11/12 — Our gift to you - Free Shipping!
I like how Eddie Bauer is very upfront about how you can get better free shipping offers and how they establish a hierarchy of customer value: non-subscribers are less valuable than email subscribers; email subscribers are less valuable than loyalty program members; and loyalty program members are less valuable than credit card holders. This way customers know exactly what they need to do to get what they want.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Furniture.com, 11/12 — Veteran's Day Event: Save $231 on Alta Vista Jr. kids' room!
Ralph Lauren, 11/12 — Save 30% - 50% Plus A Special Offer At Our Thanksgiving Sale
Urban Outfitters, 11/12 — Get Decked
Neiman Marcus, 11/12 — Exclusive monogrammed JUICY COUTURE tracksuits + Free gift wrap & Free online shipping
Sephora, 11/12 — Now open: Dylan's Candy Bar
Bluefly, 11/12 — Extra 10% Off Everything - It's Hump Day!
Orvis, 11/12 — Get a FREE $100 Gift Card from Orvis. Plus FREE shipping.
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: AM Inbox, Bass Pro Shops, Christmas, Eddie Bauer, Email Redesigns, Macy's, Website Relaunches
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posted at 1:21 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.
1 Comments:
Bass Pro's new website looks a lot like one of their competitor's sites (Gander Mountain), which was just launched in August.
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