AM Inbox: Highlighting shipping deadlines
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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:
ShopNBC, 12/3 — Day One 12 Days of Holiday Savings starts Today!
ShopNBC begins their “12 Days of Christmas” campaign and starts using their header space to highlight shipping deadlines. That’s a good place to put it to ensure that subscribers see it. I’ve also seen retailers like Cooking.com use a preview pane banner right under their navigation bar to promote their deadline for guaranteed Christmas delivery with standard shipping. Shipping deadlines are also a popular component of gift services footers.
NikeStore, 12/3 — Lance's Favorites For the Season
This is the first time that I’ve seen a major retailer pull a tweet into their email. That said, the design execution is a bit of an eye test, especially the orange text on gray.
TigerDirect, 12/3 — F R E E S H I P P I N G D E A L S: 24" 1080p HDTV $199...$219 HP Netbook...Flip Camcorder $139...Samsung Blu-ray Player $129
As I discuss in the Retail Email Guide to the Holiday Season, there are lots of ways to express in a subject line that you’re offering free shipping without using those two words together—i.e., “complimentary shipping,” “free delivery,” etc. However, I don’t think that the tactic used by TigerDirect here is one worth emulating. While content filtering is now a very minor factor in deliverability—if at all—I would guess that all the spaces in this subject line would be more likely to trigger filters than screaming, “FREE SHIPPING” in all-caps. And even if deliverability is a non-factor, this just looks spammy and hard to read, so the brand impression is not great.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Victoria’s Secret, 12/3 — Fantasy No. 7...
HP, 12/3 — 12 Days of Gifts STARTS NOW!
Blair, 12/3 — On the third Deal of Christmas, a Free gift is yours!
Costco, 12/3 — New Coupon Offers Start Today plus Don't Miss our Deal of the Day!
Diamond.com, 12/3 — Only 3 Weeks Until Christmas - Save 20% Plus Free Shipping
Drs. Foster & Smith, 12/3 — SALE: Holiday Gifts for Pets!
Crate & Barrel, 12/3 — Gift ideas for the wine lover. Free Shipping details...
Oriental Trading, 12/3 — Save 15% on stocking stuffers + get free shipping
Apple, 12/3 — Give iPhone and everything that goes with it.
Disney Store, 12/3 — Surprise Your Loved Ones! Great Gifts Up to 50% OFF
Art.com, 12/3 — Up to 30% off Everything! Give A Gift They'll Love - 4 Days Only!
Target, 12/3 — ‘Tis the week: Hurry—our best deals of the season end soon.
The Company Store, 12/3 — Free Delivery + End of Season Sale
Sports Authority, 12/3 — Hurry, Free Shipping Ends Tonight - Stock Up on Holiday Gifts!
Sony, 12/3 — Give a gift they'll love
_____________________
SEARCH... Recent Posts / By Selling Season / By Topic / By Retailer / 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:
ShopNBC, 12/3 — Day One 12 Days of Holiday Savings starts Today!
ShopNBC begins their “12 Days of Christmas” campaign and starts using their header space to highlight shipping deadlines. That’s a good place to put it to ensure that subscribers see it. I’ve also seen retailers like Cooking.com use a preview pane banner right under their navigation bar to promote their deadline for guaranteed Christmas delivery with standard shipping. Shipping deadlines are also a popular component of gift services footers.
NikeStore, 12/3 — Lance's Favorites For the Season
This is the first time that I’ve seen a major retailer pull a tweet into their email. That said, the design execution is a bit of an eye test, especially the orange text on gray.
TigerDirect, 12/3 — F R E E S H I P P I N G D E A L S: 24" 1080p HDTV $199...$219 HP Netbook...Flip Camcorder $139...Samsung Blu-ray Player $129
As I discuss in the Retail Email Guide to the Holiday Season, there are lots of ways to express in a subject line that you’re offering free shipping without using those two words together—i.e., “complimentary shipping,” “free delivery,” etc. However, I don’t think that the tactic used by TigerDirect here is one worth emulating. While content filtering is now a very minor factor in deliverability—if at all—I would guess that all the spaces in this subject line would be more likely to trigger filters than screaming, “FREE SHIPPING” in all-caps. And even if deliverability is a non-factor, this just looks spammy and hard to read, so the brand impression is not great.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Victoria’s Secret, 12/3 — Fantasy No. 7...
HP, 12/3 — 12 Days of Gifts STARTS NOW!
Blair, 12/3 — On the third Deal of Christmas, a Free gift is yours!
Costco, 12/3 — New Coupon Offers Start Today plus Don't Miss our Deal of the Day!
Diamond.com, 12/3 — Only 3 Weeks Until Christmas - Save 20% Plus Free Shipping
Drs. Foster & Smith, 12/3 — SALE: Holiday Gifts for Pets!
Crate & Barrel, 12/3 — Gift ideas for the wine lover. Free Shipping details...
Oriental Trading, 12/3 — Save 15% on stocking stuffers + get free shipping
Apple, 12/3 — Give iPhone and everything that goes with it.
Disney Store, 12/3 — Surprise Your Loved Ones! Great Gifts Up to 50% OFF
Art.com, 12/3 — Up to 30% off Everything! Give A Gift They'll Love - 4 Days Only!
Target, 12/3 — ‘Tis the week: Hurry—our best deals of the season end soon.
The Company Store, 12/3 — Free Delivery + End of Season Sale
Sports Authority, 12/3 — Hurry, Free Shipping Ends Tonight - Stock Up on Holiday Gifts!
Sony, 12/3 — Give a gift they'll love
_____________________
SEARCH... Recent Posts / By Selling Season / By Topic / By Retailer / Monthly Archive
Labels: '12 Days of Christmas' Campaigns, AM Inbox, Christmas, NikeStore, ShopNBC, Social Networks, Subject Lines, TigerDirect
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posted at 12:26 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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