AM Inbox: Buy.com's multichannel engagement game
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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:
Buy.com, 5/27 — Buy.com's Tweet n Seek
Rather than simply saying, “Follow us on Twitter,” Buy.com dedicates an entire email to their Tweet n Seek game, which engages subscribers on Twitter. Even better, the game has participants searching Buy.com, visiting their Facebook page, and reading products pages. When people talk about multichannel engagement, this is what they’re talking about. The contest is closed now, but you can still view the contest details.
A couple of other details worth noting: In the preheader, Buy.com dropped their “click to view online” link and changed their whitelisting request, appealing to subscribers’ self-interest to not “miss out.” I also like the playfulness of the “Blah Blah Blah…” link for additional contest rules fine print at the bottom of the email.
eBags, 5/27 — Double Deal: 10% Off + Free Shipping
EBags is the fourth major online retailer to use an “embedded video gif,” following Overstock (see May 4 AM Inbox), REI (see Mar. 3 AM Inbox) and Sears (see Dec. 15 AM Inbox). An embedded video gif is a compressed animated gif that’s streamed at a rate fast enough that it has the appearance of video, but without sound. I haven’t seen any of the previous users go back for seconds, which I take as a sign that this new technology is still being tested. See the embedded video gif in action.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Office Depot, 5/27 — Memorial Day Savings Week - $15 Off $75
Musician’s Friend, 5/27 — Musician's Friend: Extended! Private Salute
Cabela’s, 5/27 — Get Dad what he wants @ cabelas.com
Barnes & Noble, 5/27 — This Week -- Coupons, Michael Connelly, Father's Day Gifts, More
Lane Bryant, 5/27 — Top To Bottom Savings: 2 For $25 Tees + $29.99 Right Fit
Cooking.com, 5/27 — Fudgy Brownie Recipes and Edge-Lover's Dream Pan
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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:
Buy.com, 5/27 — Buy.com's Tweet n Seek
Rather than simply saying, “Follow us on Twitter,” Buy.com dedicates an entire email to their Tweet n Seek game, which engages subscribers on Twitter. Even better, the game has participants searching Buy.com, visiting their Facebook page, and reading products pages. When people talk about multichannel engagement, this is what they’re talking about. The contest is closed now, but you can still view the contest details.
A couple of other details worth noting: In the preheader, Buy.com dropped their “click to view online” link and changed their whitelisting request, appealing to subscribers’ self-interest to not “miss out.” I also like the playfulness of the “Blah Blah Blah…” link for additional contest rules fine print at the bottom of the email.
eBags, 5/27 — Double Deal: 10% Off + Free Shipping
EBags is the fourth major online retailer to use an “embedded video gif,” following Overstock (see May 4 AM Inbox), REI (see Mar. 3 AM Inbox) and Sears (see Dec. 15 AM Inbox). An embedded video gif is a compressed animated gif that’s streamed at a rate fast enough that it has the appearance of video, but without sound. I haven’t seen any of the previous users go back for seconds, which I take as a sign that this new technology is still being tested. See the embedded video gif in action.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Office Depot, 5/27 — Memorial Day Savings Week - $15 Off $75
Musician’s Friend, 5/27 — Musician's Friend: Extended! Private Salute
Cabela’s, 5/27 — Get Dad what he wants @ cabelas.com
Barnes & Noble, 5/27 — This Week -- Coupons, Michael Connelly, Father's Day Gifts, More
Lane Bryant, 5/27 — Top To Bottom Savings: 2 For $25 Tees + $29.99 Right Fit
Cooking.com, 5/27 — Fudgy Brownie Recipes and Edge-Lover's Dream Pan
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: AM Inbox, Buy.com, Call to Action, eBags, Preheaders, Social Networks, Twitter, Video
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posted at 2:44 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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