Nordstrom, 9/23 — New Looks from Kenneth Cole New York & More See What’s on Sale
If you offer subscribers the ability to opt-down, you’d much rather subscribers do that than opt-out all together. About 35% of retailers give subscribers the opt-down option, according to the 2010 Retail Email Unsubscribe Benchmark Study, but that option is often not alluded to in the footer of emails. Nordstrom mentions the “opt-down” option along with unsubscribing in their footer, so any subscriber who was looking to opt-out will immediately be presented with the suggestion of staying on at a reduced cadence. For clarity, they use different language when explaining the two options that are available in their preference center, which is where the single link directs folks.
That said, the “remove yourself from our email program” language could be a little less “you” vs. “me.” Maybe something like “stop receiving email discounts and offers,” which reminds them of the benefit of the emails, perhaps steering them more toward opting down rather than out. Also, the “permission statement” that leads off the unsubscribe section sent a chill down my spine. Hopefully subscribers are receiving emails because they asked for them, not just because they’re a “valued Nordstrom customer.” That’s frankly the kind of “permission statement” a spammer would use.
Williams-Sonoma, 9/23 — Make Trick-Or-Treating Safer with Totes That Glow - Under $20
Not seeing an inset image of the totes in this email glowing/reflecting, I literally stared at the primary image in this email for 10 seconds before I accepted that it wasn’t animated and wasn’t going to flip to show the totes in the dark. The landing page didn’t have an image of the totes in the dark either, so perhaps it was just an asset problem, but I was super-bummed. Normally Williams-Sonoma is very savvy about animated gif opportunities.
Musician’s Friend, 9/23 — Musician's Friend: October Catalog In The Mail + Get Deals Too Late To Print
This subject line does a good job of not only alerting subscribers that the latest catalog has been mailed, but also differentiates their email and catalog channels by saying that this email includes “deals too late to print.”
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Bass Pro Shops, 9/23 — New & Improved BassPro.com
Bluefly, 9/23 — The New Working Girl...Professional Gets A Makeover!
Omaha Steaks, 9/23 — Want 72% Savings PLUS Free Burgers, Free Cutlery and Free Cutting Board? Just open this...
Sam’s Club, 9/23 — Organize for less with Storage & Organization at Sam's Club
Cooking.com, 9/23 — You Voted: Top 5 YUMMIEST Warm Breakfast Recipes
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