AM Inbox: Do these Election Day emails overstep?
The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
Spiegel, 11/4 — ELECTION DAY SAVINGS! Get $15 Instantly when you Choose Your Favorite Luxe Fabric!
In addition to the election-themed emails that I highlighted in Monday’s AM Inbox, there were a number of them that arrived on Election Day. In fact, about a quarter of yesterday’s retail emails had an election theme. We’ve already seen emails that allow you to vote for your favorite deal or that highlight products that were elected customer favorites, but here are three other tactics—and just as I did yesterday, I’ll try to be as politically sensitive as possible to highlight possible instance where folks could become offended.
In this Spiegel email lets you vote for your favorite fabric. But the thing that really got my attention in this email was the “Luxury First!” above the headline. The question is, How will people respond to the fact that Spiegel is punning on (mocking?) the Republican presidential slogan “Country First”? It stops being clever when people are feeling attacked.
J. Jill, 11/4 — The votes are in. Velour wins! $10 off all velour separates.
Without ever giving you a chance to vote, J. Jill declares the election done. And the new president of the United States of America is…velour? Velour being worn by an African-American? Seems like someone let their political bias slip a bit.
Bluefly, 11/4 — Extra 10% Off Everything - The Race Is On!
I really liked how Bluefly had been engaging with their customers during the election season by asking them about the fashion choices of the candidates and their spouses (see Oct. 24 AM Inbox). I think that kept politics at arm’s length. But this email they go in for the bear hug, asking customers directly who they’re voting for. In my mind that pits some of your customers against the others, with some of the losers perhaps feeling like they don’t belong in the Bluefly community anymore. Politics and religion are deeply divisive issues. I would urge strong caution when trying to engage on either of those issues.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Road Runner Sports, 11/4 — Choose or Lose. Last Chance to Elect to save...
Blair, 11/4 — Cast your vote for one of these winning offers
SmartBargains, 11/4 — Vote Here - Vote Now!
CompUSA, 11/4 — Free Shipping - All Day, Election Day...Ends 11/04
Sports Authority, 11/4 — Sports Authority Election Sale – The Winner Is You – Tonight Only
Ross-Simons, 11/4 — Enter to Win One of 12 Wonderful Gifts at Ross-Simons.com
Dick’s Sporting Goods, 11/4 — Shop our Gift Center for the Holiday Season
DisneyShopping, 11/4 — Great Savings on Holiday Ornaments – 3 for $20!
Lillian Vernon, 11/4 — 2009 Calendars are Here! Makes a Great Gift for Anyone, Even Yourself
KB Toys, 11/4 — Save Up to 60% in Our Pre-Holiday Sale - Plus, Elect Free Shipping
Kmart, 11/4 — Free Shipping Sitewide and Holiday Home Savings
MLB, 11/4 — Shop our new Gift Finder and take 15% off
Tiffany, 11/4 — The Tiffany Notes Collection
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Spiegel, 11/4 — ELECTION DAY SAVINGS! Get $15 Instantly when you Choose Your Favorite Luxe Fabric!
In addition to the election-themed emails that I highlighted in Monday’s AM Inbox, there were a number of them that arrived on Election Day. In fact, about a quarter of yesterday’s retail emails had an election theme. We’ve already seen emails that allow you to vote for your favorite deal or that highlight products that were elected customer favorites, but here are three other tactics—and just as I did yesterday, I’ll try to be as politically sensitive as possible to highlight possible instance where folks could become offended.
In this Spiegel email lets you vote for your favorite fabric. But the thing that really got my attention in this email was the “Luxury First!” above the headline. The question is, How will people respond to the fact that Spiegel is punning on (mocking?) the Republican presidential slogan “Country First”? It stops being clever when people are feeling attacked.
J. Jill, 11/4 — The votes are in. Velour wins! $10 off all velour separates.
Without ever giving you a chance to vote, J. Jill declares the election done. And the new president of the United States of America is…velour? Velour being worn by an African-American? Seems like someone let their political bias slip a bit.
Bluefly, 11/4 — Extra 10% Off Everything - The Race Is On!
I really liked how Bluefly had been engaging with their customers during the election season by asking them about the fashion choices of the candidates and their spouses (see Oct. 24 AM Inbox). I think that kept politics at arm’s length. But this email they go in for the bear hug, asking customers directly who they’re voting for. In my mind that pits some of your customers against the others, with some of the losers perhaps feeling like they don’t belong in the Bluefly community anymore. Politics and religion are deeply divisive issues. I would urge strong caution when trying to engage on either of those issues.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Road Runner Sports, 11/4 — Choose or Lose. Last Chance to Elect to save...
Blair, 11/4 — Cast your vote for one of these winning offers
SmartBargains, 11/4 — Vote Here - Vote Now!
CompUSA, 11/4 — Free Shipping - All Day, Election Day...Ends 11/04
Sports Authority, 11/4 — Sports Authority Election Sale – The Winner Is You – Tonight Only
Ross-Simons, 11/4 — Enter to Win One of 12 Wonderful Gifts at Ross-Simons.com
Dick’s Sporting Goods, 11/4 — Shop our Gift Center for the Holiday Season
DisneyShopping, 11/4 — Great Savings on Holiday Ornaments – 3 for $20!
Lillian Vernon, 11/4 — 2009 Calendars are Here! Makes a Great Gift for Anyone, Even Yourself
KB Toys, 11/4 — Save Up to 60% in Our Pre-Holiday Sale - Plus, Elect Free Shipping
Kmart, 11/4 — Free Shipping Sitewide and Holiday Home Savings
MLB, 11/4 — Shop our new Gift Finder and take 15% off
Tiffany, 11/4 — The Tiffany Notes Collection
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
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posted at 4:34 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.
2 Comments:
I think your comment about J. Jill's email, "Velour being worn by an African-American? Seems like someone let their political bias slip a bit." is going too far.
Can you honestly say that if the model had been Caucasian you would have called them out on a bias for McCain?
No, I probably wouldn't have. But then again, I wouldn't have thought anything if the model had been Hispanic or Asian. Anyway, part of my point was to show how some people may read into the emails and perceive bias where perhaps there isn't any.
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