AM Inbox: 1-800-Flowers.com using preheader unsubscribe link
The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
1-800-Flowers.com, 3/10 — $25 OFF - 30 Roses + Free Vase, just $29.99. Hurry, Last Chance!
Placing unsubscribe links at the top of an email is a tactic that most marketers are viscerally against, but it’s a tactic that has its place. Four situations that might be worthy of the tactic include: (1) in win-back/reactivation emails, (2) in the first few emails to subscribers from lower quality acquisition sources such as sweepstakes and co-registration, (3) to less engaged subscribers when spam complaints overall are too high, and (4) when a brand changes hands, as was the case with CompUSA a couple of years ago (see Jan. 28, 2008 AM Inbox. It’s not clear why 1-800-Flowers.com has been providing an unsubscribe link in their preheader recently, but it might be part of a list hygiene effort in the wake of a high-volume Valentine’s season.
Saks Fifth Avenue, 3/10 — DETAILS Magazine: Essentials for Spring
Trying to inject more newsiness and more of an editorial feel into their messaging, Saks has partnered with Details magazine, getting product picks from their editor. It’s not clear at this point whether the magazine will be providing picks on an ongoing basis in the way that Real Simple magazine provides monthly content to Bed Bath & Beyond (see Dec. 29 AM Inbox). Rather than partnering with media outlets, other retailers like Coach (see Dec. 31 AM Inbox) and Crutchfield Jan. 28 AM Inbox have launched their own “news”-oriented newsletters.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Saks Fifth Avenue, 3/10 — DETAILS Magazine: Essentials for Spring
HP, 3/10 — NEW HP Quick-Ship Store: Limited Time Savings & FREE 2-Day Shipping!
Orvis, 3/10 — Save an extra 20% with NEW Weekly Specials.
Lillian Vernon, 3/10 — Where are You Headed? Shop Great Travel Items & Ship for Free!
Cabela’s, 3/10 — New Items for 2010 - From Clothing to Camping, We Have You Covered
Coach, 3/10 — Time for new shoes
J&R, 3/10 — Our Top 5 Notebooks. . . For Less!
_____________________
SEARCH... Recent Posts / By Selling Season / By Topic / By Retailer / Monthly Archive
1-800-Flowers.com, 3/10 — $25 OFF - 30 Roses + Free Vase, just $29.99. Hurry, Last Chance!
Placing unsubscribe links at the top of an email is a tactic that most marketers are viscerally against, but it’s a tactic that has its place. Four situations that might be worthy of the tactic include: (1) in win-back/reactivation emails, (2) in the first few emails to subscribers from lower quality acquisition sources such as sweepstakes and co-registration, (3) to less engaged subscribers when spam complaints overall are too high, and (4) when a brand changes hands, as was the case with CompUSA a couple of years ago (see Jan. 28, 2008 AM Inbox. It’s not clear why 1-800-Flowers.com has been providing an unsubscribe link in their preheader recently, but it might be part of a list hygiene effort in the wake of a high-volume Valentine’s season.
Saks Fifth Avenue, 3/10 — DETAILS Magazine: Essentials for Spring
Trying to inject more newsiness and more of an editorial feel into their messaging, Saks has partnered with Details magazine, getting product picks from their editor. It’s not clear at this point whether the magazine will be providing picks on an ongoing basis in the way that Real Simple magazine provides monthly content to Bed Bath & Beyond (see Dec. 29 AM Inbox). Rather than partnering with media outlets, other retailers like Coach (see Dec. 31 AM Inbox) and Crutchfield Jan. 28 AM Inbox have launched their own “news”-oriented newsletters.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Saks Fifth Avenue, 3/10 — DETAILS Magazine: Essentials for Spring
HP, 3/10 — NEW HP Quick-Ship Store: Limited Time Savings & FREE 2-Day Shipping!
Orvis, 3/10 — Save an extra 20% with NEW Weekly Specials.
Lillian Vernon, 3/10 — Where are You Headed? Shop Great Travel Items & Ship for Free!
Cabela’s, 3/10 — New Items for 2010 - From Clothing to Camping, We Have You Covered
Coach, 3/10 — Time for new shoes
J&R, 3/10 — Our Top 5 Notebooks. . . For Less!
_____________________
SEARCH... Recent Posts / By Selling Season / By Topic / By Retailer / Monthly Archive
Labels: 1-800-Flowers.com, AM Inbox, Preheaders, Saks Fifth Avenue, Unsubscribe
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posted at 1:29 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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