Week-End Trends: Retailers continue to throttle back post-Valentine's

Email activity and promotional trends during the past week:

The Retail Email Index: Top online retailers sent each of their subscribers 2.5 promotional emails on average during the week ending Feb. 26, 2010. That’s down 6% week-over-week, down 2% from where it was four weeks ago, and up 13% year-over-year.



The Retail Email Participation Rate: Tuesday was the most popular day to send retail emails last week.



The Retail Email Seasonality Meter: With St. Patrick’s Day and Easter the only holidays in sight last week—and they were a long ways off—seasonal messaging was at a low point for the year. This week won’t be much different.



Selling Seasons on the Horizon:
St. Patrick’s Day (3/17): St. Patrick’s Day 2009 Season Finale
Easter (4/4): Easter 2009 Season Finale
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Ping Time: Sephora's not-yet-personalized email, persuasion architecture, etc.

Our latest spin around the mediasphere turned up the following nuggets:

>>Liz Lynch of Email Precisely shares an email from Sephora that has a unique way of handling when it doesn’t have the data necessary to send personalized product recommendations. >>Follow the ping

>>Linda Bustos of GetElastic applies persuasion architecture to a Crutchfield triggered email. >>Follow the ping

>>Mark Brownlow of Email Marketing Reports looks at the just-released Gmail feature that allows YouTube previews in an email. >>Follow the ping

>>Rob over at RobInteractive breaks down the recent change at Gmail to HTTPS and what it’s doing to your subscribers who are accessing the Gmail accounts with Internet Explorer. >>Follow the ping

>>Jeanne Jennings shares lots of examples of how email marketers played off of the Blizzard of 2010. >>Follow the snowflakes

>>DMA Chairman Eugene Raitt has started a blog, DM Unplugged, where he—and eventually other DMA board members, members and staffers—will discuss direct marketing issues. >>Follow the ping

>>Stephanie Miller of Return Path shares 10 myths about inbox deliverability. >>Follow the ping

>>The eec Measurement Accuracy Roundtable is asking for industry support for their standardized email metrics. >>Follow the ping

>>In Smith-Harmon’s latest Email Insider column, Darrah MacLean discusses how to use color in emails. >>Follow the ping
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AM Inbox: Bottom-rated style

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Banana Republic, 2/25 — Top rated styles
My frustrations with this email are nearly boundless. First, as long-time readers will know, I’m a stickler for proper hyphenation (sorry, I was a managing editor for several years at Conde Nast and Dow Jones and these things drive me crazy). So the lack of hyphenation in “top-rated” in the subject line and body copy immediately caught my eye. Second, the design is totally unanchored; the products and text are all just floating around the design. It could really benefit from some rules or background colors to better associate product images with their accompanying text and keep the products from running together. Third, another pet peeve of mine is imprecise (aka misleading) use of product ratings. While all the products in the email are indicated as 5-star rated, in fact, none of them are. They’re all at about 4.5 stars—which is totally fine and reasonable. Five-star products don’t really exist (someone’s always unhappy) and it rings hollow when products are touted as such. And fourth, only the images are clickable, which is really counter-intuitive. You really expect products names and descriptions to be hot linked as well. Don’t make your subscribers work to clickthrough. This email could have been done in a much classier and friendlier fashion.



HP, 2/25 — HP Customers Have Spoken‏
Compare that Banana Republic email to this one from HP, where products are more clearly delineated, connected to their supporting text, and the product ratings are more granular and are accompanied by testimonials. The overall design of this HP email is probably too rigid for a fashion brand like Banana Republic, but HP has the right components.



J. Crew, 2/25 — New arrivals for her, in stores and online
Earlier this week I talked about fashion retailers like J. Crew have been elevating their fashion directors and designers to inject personality into their emails (see Feb. 22 AM Inbox). In this email, J. Crew takes a different tact—they highlight nine women in the fashion industry that inspire them, using them as models in this email and in their March catalog. The landing page includes bio sheets on each woman that include about a dozen questions and handwritten answers (and drawings and pictures). It’s an “average woman” approach, but these photographers, writers and designers aren’t celebrities either. It’s an interesting behind the scenes look and adds a different dimension to J. Crew’s products.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Nike Store, 2/25 — The Shoes That Think For Your Feet
Saks Fifth Avenue, 2/25 — Travel essentials...get packing
Hanna Andersson, 2/25 — Ends Sunday - Say Bye-Bye To The Nice Big Sale!
Disney Store, 2/25 — Free Personalization! This Weekend Only
Sam’s Club, 2/25 — Don't leave Sam's Club without getting these essentials on your list!
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AM Inbox: Weighing urgency against forewarning

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Kohl’s, 2/24 — Nominate a Young Volunteer: Kohl's Kids Who Care Scholarship Program
Kohl’s is promoting a nice scholarship program that allows customers to nominate kids who have given back to their communities. The thing that caught my eye is that they’ve been accepting nominations since Feb. 1 and this is the first time they’ve mentioned it to their subscribers. Granted, Valentine’s Day promotions probably made real estate in their emails precious earlier this month, but Valentine’s Day was well over a week ago.

In general, events like this require multiple mentions to spur action. The early references build awareness and provide some forewarning for folks that need to pull information together to participate. The references that come closer to the window generate urgency to spur those that are interested to take action. Kohl’s has not provided much forewarning here, but hopefully they’ll apply some urgency by mentioning this at least a couple more times to subscribers. Remember that most of your subscribers don’t open every email, so it’s wise to repeat yourself as time allows.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Lillian Vernon, 2/24 — You're in Luck, $10 Just for You!
Hallmark, 2/24 — Get a FREE card from Hallmark's new kids collection
JCPenney, 2/24 — Email Exclusive! Get Instant Money Coupons + Enjoy Free Shipping
Overstock, 2/24 — OMAIL EXCLUSIVE COUPON
Eddie Bauer, 2/24 — Your Chance To Win & The New Ecuador-Inspired Collection
Ann Taylor, 2/24 — Our New Cropped Pants Are Here!
Lane Bryant, 2/24 — Supima Tops, The Cashmere Of Cotton - Save When You Buy 2
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AM Inbox: The 6 W's

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Neiman Marcus, 2/23 — Our TOP STYLIST dishes on the current must-have
Neiman Marcus has a wonderful grasp of short-form storytelling, as I’ve pointed out in the past (see Dec. 28 AM Inbox and June 17 AM Inbox). As they’ve done in the past, in this email they borrow a page from journalists, employing five of the 6 W’s—What? Who? Where? How? Why? The device, along with the headshot of Neiman Marcus’s director of styling, give the email a strong editorial feel. Rather than being pitched a product, there’s a sense that you’re being informed about a product.



Northern Tool, 2/23 — Final Day! 15% Off All Northern Industrial Tools
Product grids are standard fare, but don’t forget to experiment with them, just as you do another other design element. In this email, Northern Tool adds a prominent product category button to the top of each product box. That’s in addition to the category call-to-action at the bottom of the product box. Here’s the arrangement used in this email:



And here’s their usual product grid arrangement from a Feb. 11 email:



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Backcountry, 2/23 — Semi-Annual Sale & New Wallpaper
JC Whitney, 2/23 — Exclusive Offer for Email Customers Only - Ends Thursday!‏
Cooking.com, 2/23 — Top 25 Kitchen Essentials for $25 or less
Newegg, 2/23 — Top 10 CUSTOMER FAVES: $22.99 Patriot 8GB Flash Drive, $449.99 Lenovo G550 Laptop…
Oriental Trading, 2/23 — Easter craft kits as low as $2.99. Save $5 + get FREE shipping
Lands’ End, 2/23 — Make a splash: take 25% off all Swimwear + Free Shipping
Avon, 2/23 — Introducing Pure Cashmere from AVON + FREE Shipping
Disney, 2/23 — PJ Pals - 2 for $20. Twice the Magic!
Banana Republic, 2/23 — Today only! Save 25% after 5pm!‏
SmartBargains, 2/23 — It's SALE O'CLOCK! Your savings spree starts NOW
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AM Inbox: Are ads hurting your email revenue?

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, 2/22 — 4GB DataTraveler $9.99, McAfee Total Protection 2010 - 3 User $19.79, ViewSonic LCD $99.99, Norton AntiVirus 2010 $15.25,..‏
Although this email doesn’t technically include an ad, its design is typical of pre-header ad placements. In this case, the top promo—which has a lot of white space around it—pushes the primary message totally out of the preview pane, which I’ve indicated at the 300-pixel mark with a blue hashed line. Effectively, the top promo has become the primary message. The question here is whether that top placement hurts the performance of the rest of the email and whether the ad dollars make up for any damage done. When determining that, take into consideration whether the ads produce lower engagement and reduces lifetime value and whether fewer clickthroughs reduce website traffic and the value of any ads there. It’s possible that your emails might be a better website ad generator than an email ad generator. To know for sure, A/B test your emails, sending a segment of your subscribers base emails without the ads.



The ad-less version might look something like this, which brings more of the primary message up into the preview pane.



Norm Thompson, 2/22 — I'll be darned if I'll pay an airline to check my bag!‏
I really like this email. First, it has a subject line that totally connects with the frustrations that a lot of people have with the airlines and their checked-bag fees. Second, while it’s a little packed, the preheader message provides a lot of critical details about the offer. Third, all the really important information is up at the top of the email, including the offer and call-to-action, which is placed inside an eye-catching dot-whack. And fourth, between the verticality of the product image and the stack of product reviews, it is very scroll-inducing. It’s clear that there’s more content further down and subscribers are visually encouraged to scroll to see the full product image and read some of the other product reviews. When they do scroll down, they’re presented with swatches for the baggage and a call-to-action to read the rest of the “rave” reviews. It’s tight, well-designed email.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Bluefly, 2/22 — EXTRA 10% OFF Everything + Make Your Oscar Predictions!
Williams-Sonoma, 2/22 — NEW Personalized Easter Totes & Sweet Treats
MLB, 2/22 — Go green this St. Patrick's Day
Disney Store, 2/22 — Vacation Coming Soon? We've Got You Covered
Urban Outfitters, 2/22 — Going Places? [promoting Spring Break products]
Sam’s Club, 2/22 — Perk up the patio: grills, pools and furniture for less at Sam's Club
Orvis, 2/22 — Think hot. See 40+ new items for summer.
Eddie Bauer, 2/22 — New Spring Chinos In Your Favorite Fits
Macy’s, 2/22 — FREE SHIPPING on spring fashion for women
Sony, 2/22 — THIS JUST IN | PRE-ORDER 2 NEW VAIO Notebooks
Lane Bryant, 2/22 — Last Day For 50% Off + Introducing Our T-Shirt Bra
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Alert: Sears testing potential new Gmail offering

This week Sears will be wrapping up beta testing of a potential new Google offering called “Enhanced Email,” which allows a form of browsing to occur within an email viewed within Gmail.

For instance, in a limited test of the functionality last month, Sears was able to include seven “pages” containing 20 best-selling products that its Gmail subscribers could browse using the navigation within the module without leaving the email. When a subscriber hits the “next” link in the module’s navigation, the current set of products slides out of the box to the left and the next set of products slides in from the right in one smooth motion.


Hat tip to Andrew Kordek of Groupon for sharing this screenshot with me.

Ramki Srinivasan, Manager of Email Innovation at Sears, tells me that the set of products for the browsing module is decided and displayed at the time of open, not the time of send, which allows the information to be as current as possible. He adds that while the email sent last month pulled current best-sellers from Sears.com, this application barely scratches the surface of what is possible with such functionality.

Srinivasan says that the test last month saw higher opens, clicks and revenue per email, but stressed that the bulk of the testing of this new potential offering is yet to take place, so it’s too early to make any final assessments. This is a limited-time test to judge the effectiveness of the proposed feature and Sears will not be doing further tests unless or until this feature is officially launched.

The Enhanced Email functionality is lost when forwarded, even if to another Gmail account.

Enhanced Email is just one more sign that the inboxes of the future will allow much more activity to occur within them—whether it’s browsing products, watching a video or even completing a transaction. These coming changes will require new ways of measuring email success and of thinking about email strategy, particularly the relationship between email and website landing pages.

In addition to the Enhanced Email testing, Sears has also been testing a Gmail offering that includes their favicon next to their sender name in the inbox. The product is not an indication of authentication, but is similarly aimed at providing assurances that the email is indeed from the stated sender. PayPal did a similar favicon test with Gmail last year.


Hat tip to Darren Schott of Blair for sharing this screenshot with me.
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AM Inbox: Old Navy's multichannel contest

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Old Navy, 2/19 — Become the Next SuperModelquin! You Could Win $100,000!‏
Some of my colleagues find Old Navy’s Modelquins to be creepy, but I think I get the non-threatening appeal of these plastic ambassadors. The commercial voice-overs reinforce their average Joe and Jane-ness in a playful way. In a stroke of genius, Old Navy is now leveraging the fact that their Modelquins can be in every store at once with their SuperModelquin Super Search, with the winner getting $100,000 and a Modelquin cast in their likeness. The first phase of this three-part contest asks shoppers to pose with their favorite Modelquin in a store. Pictures are uploaded and voted on by the community with the winner moving on to the finals. Who wouldn’t want to pose with a Modelquin? In particular, I’m sure kids are having a ball with this.

To summarize: Fun in-store event, user-generated content, viral photo-sharing and vote-lobbying, and email and other channels to keep customers up-to-date with the phases of the contest. I also like how they elevated the contest up to the level of making a navigation bar link for it and making it stand out from the other nav items using different colors and fonts. Taking that last nav link and making it seasonal or using it to highlight special promotions is becoming a growing trend.



J. Crew, 2/19 — Give it up for Frank...
J. Crew gives props to their the lead menswear designer, Frank, who was honored by GQ as being a top designer. Elevating executives to inject more personality into email marketing is a growing trend. Ann Taylor has been doing it with their head designer, Lisa (see Oct. 27 AM Inbox), and I discussed other examples in this May 5 AM Inbox.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Ann Taylor, 2/21 — O Magazine Loves Ann Taylor
Norm Thompson, 2/19 — First time ever: Buy a Cami, get one HALF OFF!
Dell, 2/19 — Get Ahead this Tax Season with Software and Electronics Deals
Alloy, 2/19 — New For Spring + Swim Sale, starting at $19.90 + Free Shipping
Ralph Lauren, 2/20 — Take A Front Row Seat: Fall 2010 Runway Show
Sephora, 2/19 — 7 big breakthroughs in beauty
Walgreens, 2/21 — It's Back! 7 Days of Deals | 30 Prints for $3 + 20% OFF Gifts
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Week-End Trends: Seasonal messaging lull

Email activity and promotional trends during the past week:

The Retail Email Index: Top online retailers sent each of their subscribers 2.7 promotional emails on average during the week ending Feb. 19, 2010. That’s down 1% week-over-week, up 6% from where it was four weeks ago, and up 18% year-over-year.



The Retail Email Participation Rate: Monday was the most popular day to send retail emails last week.



The Retail Email Seasonality Meter: The next three weeks will be quiet in terms of seasonal messaging.



Selling Seasons on the Horizon:
St. Patrick’s Day (3/17): St. Patrick’s Day 2009 Season Finale
Easter (4/4): Easter 2009 Season Finale
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AM Inbox: Facebook as landing page

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Hanna Andersson, 2/18 — Guess what's very güd? Hint: A favorite now $15...
Want to expose more subscribers to your Facebook page? Consider the tactic used by Hanna Andersson, which used their Facebook page as the landing page for their spring collection call-to-action in this email. This tactic creates an additional layer between the email and your ecommerce site; however, it exposes subscribers to your Facebook community, including the comments and other user-generated content such as fan photos. It you’re making a hard sell, then this isn’t the best tactic; but if you’re going for awareness-building and engagement, then this could work well. In the same vein, many retailers have run contests through Facebook and driven subscribers there for participation.



Lane Bryant, 2/18 — Introducing Our New Swim Collection + Free Ship To Store
Lane Bryant tells subscribers about their new ship-to-store service, plus if you clickthrough the See What Else Is New link you learn that they’ve gathered all their brand under one website, just as Gap Inc. has done.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Fingerhut, 2/18 — Fingerhut: Grab Your Own Gold, Silver or Bronze!
Nike Store, 2/18 — Speed Freaks, Meet the New Lunar Kayoss
Disney Store, 2/18 — New on the Scene! Disney Style - Couture & More
J. Jill, 2/18 — Four new chino styles, four different colors. All 20% off!
Sam’s Club, 2/18 — Get a jump on Spring Savings: Grills, play sets and more
Home Depot, 2/18 — Free Shipping on Patio, Area Rugs, Grills & Mowers + More Great Savings
Coach, 2/18 — Spring has sprung on Madison. New handbags are here.‏
Ralph Lauren, 2/18 — "To Haiti With Love" Tee Shirt Now At Ralph Lauren‏
Saks Fifth Avenue, 2/18 — DENIM for him + Fashion for Haiti Tee
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AM Inbox: Tension between all-inclusive emails and driving the clickthrough

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Banana Republic, 2/16 — What to Wear 7 Days a Week
I love this inspired design. Using a partial image is a novel way to encourage clicks to the landing page, which contains the full 7-day lineup of looks. I might have made the headline a little bigger so that it went across the entire width of the email, making the cropped image even more apparent, but the execution here is really good and very novel.

Dylan Boyd of eROI shared his thoughts on this email, suggesting that they A/B test this against a side-scrolling version that includes all seven outfits. Indeed, this would have made an excellent side-scroller. However, one tension that's only going to grow as inbox capabilities increase is how much to include in the email itself and how hard do you try to drive subscribers to your website, where you can control the experience better and leverage even more capabilities. In the not too distant future, you’ll have fuller browsing experiences, video-viewing capabilities and even transactional functional in the inbox. The question will be: Will that produce the best experience from both a transactional and relationship perspective?



Anna Yeaman of Style Campaign shared the female version of this email via Twitter.

Fingerhut, 2/16 — Fingerhut: In the Doghouse? It’s Not Too Late to Find Gifts for Your Valentine
Ignoring the fact that they repeatedly use the plural possessive of Valentine instead of the (much more appropriate) singular, I really like the concept of making amends for the Valentine’s gift that didn’t impress. It reminds me of JCPenney’s doghouse campaign in 2008 (see Dec. 12, 2008 AM Inbox). I imagine that doghouse dwellers also spend an above average amount on that make-up gift, so from a revenue perspective it might be smart too.



Harry & David, 2/17 — Today ONLY: FREE Delivery Sitewide - our Random Act of Kindness
OK, it’s a little random, but splashing a bunch of silhouetted snack images across this design really got my attention. I appreciate that they’re shaking up their design a bit. In addition to those splashes, they also animated the two gift packages so that they rotate through a variety of options.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
GameStop, 2/16 — We're making the gods nervous. [promoting God of War 3]
Barnes & Noble, 2/17 — DVD Sale -- Oscar Favorites and More!
Office Depot, 2/16 — Celebrate President’s Day All Week + $20 Coupon
Linens ’n Things, 2/16 — Celebrate Mardi Gras and Save an Extra 20%!
Saks Fifth Avenue, 2/17 — Kids' Premier Designer Collections are here
Orvis, 2/16 — Montana Morning: Broken-in comfort at a great price.
Williams-Sonoma, 2/16 — Up to 60% Off Our Iconic Hand-Painted Provence Collection
Diamond.com, 2/17 — Top 10 Bestsellers - Up to $574 Off Retail
Art.com, 2/16 — Brighten your Rooms with Color and Blooms + 20% off Everything!
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AM Inbox: Strangely, Gap goes old school viral

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Gap, 2/12 — Share the Love: 25% Off for You and 15% Off for Your Friend
In what is definitely a growing trend, Gap is experimenting with offering different discounts for subscribers and for the friends of subscribers. Unlike Petco, which recently rewarded sharers (see Aug. 24, 2010 AM Inbox), Gap gives subscribers the best offer automatically, giving them a lesser offer to share with their friends. What’s odd is that they tell subscribers to forward the email, rather than including any SWYN links so they could post the lesser discount code on a social network. In doing so, friends will see that the subscribers got a better offer, which perhaps they’re thinking will spur those folks to subscribe. Hmm. I’m sure we’ll see more experimentation around sharing discount codes this year.



L.L. Bean, 2/12 — Last Chance: FREE Shipping + New Women's Spring Collection
L.L. Bean is experimenting with their header and navigation areas. In this email, they bring their SWYN and “join our community” links up to the header, coupling that with their 1-800 number and customer service link to create a second nav bar. Here’s the new dual-nav:



And here’s their old header from a Feb. 9 email:



Northern Tool, 2/15 — Your Opinion Could Be Worth $100
Northern Tool continues to tweak their broadcast product review emails. Building upon their previous version (see July 21 AM Inbox), this new one adds dynamic content in the form of previously purchased items. However, because I didn’t have any purchases associated with the email account where I received this email, that section was blank. When there are no purchases associated with an email address, they should probably not include that module.

As I’ve said before, Northern Tool has a great framework for their broadcast product review requests: They include an incentive, they include directions on who to submit a review, they have an additional incentive to add a picture to a view, and they highlight past winners.



1-800-Flowers.com, 2/13 — Last Chance: No Service Charge for Valentine's, Save up to $17.99
It’s good to see 1-800-Flowers.com making more of an emotional appeal in this email. Usually their emails are all about value. In fact, the subject line for this email is in-line with their usual messaging, rather than reflecting the emotional appeal made by the body copy.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Ralph Lauren, 2/13 — Let The Games Begin
Newegg, 2/12 — Let the Games-and Deals-Begin! $799.99 Toshiba 46" HDTV, $149.99 Yamaha Recvr...
Sears, 2/12 — Cash for Appliances is now available in New York - up to $555 cash back
Art.com, 2/12 — Ends Tomorrow! 22% off Site Wide + Art.com now on your iPhone!
Barnes & Noble, 2/15 — This Week -- Waited for a nook? Good Decision. Get One Now. Plus, the Usual Savings...
Chadwick’s, 2/15 — President's Day CLEARANCE! (Be your own First Lady)
The Company Store, 2/12 — Freedom to Choose Event- Free Delivery or $20 Off
Staples, 2/12 — Sneak peek our Presidents’ Day deals
eBags, 2/12 — Presidents' Day Weekend Sale - Our Best Deal is Back
Ross-Simons, 2/15 — Presidents' Day Clearance Sale - Up to 79% Off!
OfficeMax, 2/15 — Presidents’ Day Event – Save up to 70%
HP, 2/14 — HP's Presidents' Day Sale - Save up to 50%
Norm Thompson, 2/12 — President's Weekend Event: 15% MORE OFF SALE!
J&R, 2/12 — Presidents Day Weekend Sale - $15 Off Purchases of $150 or More!
Coach, 2/13 — There's still time...order online, pick-up in store.
Bass Pro Shops, 2/12 — Need a Valentine's Day Gift Idea?
Lillian Vernon, 2/14 — You'll Love Getting 20% Off - Hurry Though, 2 Days Only
1-800-Flowers.com, 2/12 — Valentine's $10 Sitewide Sale
Hallmark, 2/12 — Hurry! Share the Love with NEW Valentines
Oriental Trading, 2/12 — Happy Valentine's Day! Enjoy $10 off + free shipping
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Week-End Trends: Hearts race, email volume leaps

Email activity and promotional trends during the past week:

The Retail Email Index: Top online retailers sent each of their subscribers 2.7 promotional emails on average during the week ending Feb. 12, 2010. That’s up 7% week-over-week, up 11% from where it was four weeks ago, and up 11% year-over-year.



The Retail Email Participation Rate:With retailers trying to make a final push for last-minute Valentine’s Day sales, Friday was the most popular day to send retail emails last week.



The Retail Email Seasonality Meter: Once we get past Valentine’s Day and Presidents Day, there will be a slow build to Easter, which is the next big holiday.



Selling Seasons on the Horizon:
St. Patrick’s Day (3/17): St. Patrick’s Day 2009 Season Finale
Easter (4/4): Easter 2009 Season Finale
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Ping Time: Search-powered subject lines, Sherpa award gallery, etc.

Our latest spin around the mediasphere turned up the following nuggets:

>>Christopher Penn of Blue Sky Factory provides a search-powered approach to formulating subject lines. >>Follow the search terms

>>MarketingSherpa shares their Email Marketing Awards Gallery 2010, which highlights 23 campaigns that delivered exceptional results. >>Follow the ping

>>Morgan Stewart of ExactTarget discusses what drives budget allocation, looking in particular at the impact of brand reputation measurement. >>Follow the ping

>>Melissa Campanelli of All about ROI profiles Petco, discussing their email and cross-channel efforts. >>Follow the ping

>>Bronto’s strategists reflect on the precedent set by Maine allowing public access to a government agency’s opt-in email list. >>Follow the ping

>>In Smith-Harmon’s latest Email Insider column, Darrah MacLean talks about how to do A/B testing successfully. >>Follow the ping
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AM Inbox: Adding social spin to co-branded emails

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Toys “R” Us, 2/11 — 4 Days Only! Presidents' Day Sale! Over 75 Coupons & Deals Inside.‏
For quite some time now, Toys “R” Us has been sending co-branded emails, including their Babies “R” Us logo smaller and to the right of their Toys “R” Us logo on those emails (as well as including their Toys “R” Us logo on their Babies “R” Us emails). In this email they take that co-branding one step further by including social media links for both brands at the bottom of the email. For companies like Gap Inc. with multiple brands, this could be a fruitful tactic.

On a side note, the first letter of their preheader text was unfortunately truncated. Thankfully it appears to be a one-time error and not a mistake in their template.



J&R, 2/11 — Presidents' Day Special Offer: $15 Off Purchases of $150 or More!
Continuing their pattern of applying seasonal themes to their logo (see Dec. 30 AM Inbox), J&R gives their logo a presidential seal treatment.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Nike Store, 2/11 — Cheer Your Country to Victory in the USA Team Collection
NFLshop, 2/11 — Over 300 Items Available - Get Your Saints Super Bowl XLIV Champion Gear
Blue Nile, 2/11 — LAST CHANCE: Order by 6pm ET for Free Shipping by Valentine's Day
J. Jill, 2/11 — New love. Plus, save 15%!
Banana Republic, 2/11 — Happy Birthday Mr. President! Save up to 40% + Free shipping.
Ann Taylor, 2/11 — President's Day Sale: Take An Extra 40% Off Sale + 40% Off 1 Full-Priced Item!
Musician’s Friend, 2/11 — Musician's Friend: Presidents' Weekend Event - Save Up To $500!
Urban Outfitters, 2/11 — Think Spring: Must-Have Accessories
Sam’s Club, 2/11 — Take the Web with You; Netbooks from $297.88
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AM Inbox: Faux-seasonal

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Target, 2/10 — Where the heart is: Shipping offers on loads of home updates.‏
I’m always really intrigued by subject lines and emails that artfully play off a particular holiday or selling season while having nothing to do with them. For instance, one of my favorite subject lines from 2009 was from a Feb. 3 L.L. Bean email: "Is it really wrong to love a doormat?" Its timing surely caught the attention of folks with Valentine’s Day on their mind, although the email was actually just about doormats. This subject line from Target seems to be in the same faux-seasonal spirit, playing off “Home is where the heart is” but burying the “home” element toward the end of the subject line so that readers will latch onto the “heart” element. You never want to be misleading, but there seems like something to be gained from tapping into where consumers’ mindset is seasonally.

Bass Pro Shops, 2/10 — See what you've been missing
And while we’re talking about subject lines… At first I thought this was a win-back campaign that misfired, but it turns out it was a promotion for optics. They certainly got my attention.

Blue Nile, 2/10 — ONE DAY ONLY: Save up to 30% on Silver Jewelry - In Time for Valentine's Day
If I ever had the time to do an extensive landing page study, I’m sure I would be disappointed based on how often I stumble upon poor experiences. For instance, in this Blue Nile email, all five of the product images and text descriptions link to a single product that’s not highlighted in the email. If you’re trying to make it easy for subscribers to buy what you’re promoting in your emails, then you have to link to and create landing pages that seamlessly flow from the email in an intuitive way. If a subscriber clicks and end up something they weren’t expecting, many of them will just abandon their effort.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Disney Store, 2/10 — Alice is Here! Open Me!
Victoria’s Secret, 2/10 — Playful at Heart: Sweet & Sensual. Get Cozy This Valentine's Day.
Frederick’s of Hollywood, 2/10 — Still shopping for Valentine's Day? There's time.‏
Barnes & Noble, 2/10 — Last Chance! FREE Shipping on nook for Valentine's Day
Ross-Simons, 2/10 — 25% Off - Hurry, Guaranteed Valentine's Day Shipping Ends Tomorrow!‏
Sam’s Club, 2/10 — Save big during the Serta® President's Day Mattress Event; online and in-Club Feb. 10-15, 2010!
Chadwick’s, 2/10 — $20 off! Build your dream suit, because not all bodies come in one size!
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AM Inbox: Are you leveraging minor holidays and niche events?

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Toys “R” Us, 2/9 — Celebrate Fashion Week with FREE SHIPPING at Toysrus.com!
Retailers are experts at running promotions around major holidays, but there are plenty of opportunities around minor holidays and events, like Grandparents Day, Bosses Day, and CES. For instance, in this email, Toys “R” Us leverages Fashion Week to promote related fashion items. Last July, they also sent an email that spring-boarded off Comic-Con. Not everyone promotes these smaller occasions, so it’s an opportunity to stand out.



Finish Line, 2/9 — Tell Us Your Love Story And Have A Chance To Win $250!
Tying into Valentine’s Day, Finish Line wants to know why you love your sneakers and is using email to drive activity. They’ve collected well over 1,300 stories so far. Email can be critical to growing awareness of such social efforts.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
GameStop, 2/9 — Aliens, Predators & Humans play lethal Rock, Paper, Scissors‏
Drs. Foster & Smith, 2/9 — It's Pet Dental Health Month - What Are You Doing for Your Dog?
1-800-Flowers.com, 2/9 — Free Shipping: Tulips & FREE Bear for your Valentine‏
Oriental Trading, 2/9 — Easter Basket Bargains. FREE Shipping + No Payment until May‏
Lands’ End, 2/9 — New Heritage Collection: Iconic styles, legendary values + Free Shipping‏
Neiman Marcus, 2/9 — VALENTINO EXCLUSIVE VIDEO + Spring/Summer 2010‏
L.L. Bean, 2/9 — Free Shipping + Take a Vacation from Ironing‏
JC Whitney, 2/9 — Say NO To An Ordinary Ride Accessorize Now And Save Big!
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Bird Watching: Top email myths

If you’re not on Twitter yet, here are the kinds of conversations that you’re missing:

@andrewkordek >> what would the top 3 myths of email marketing be? Curious as to your thoughts #emailmarketing (mine are Free/Cheap, Easy, Everyone wants)

@remybergsma >> @andrewkordek successful blast, quick results, 100% deliverability ;)

@rorycarlyle >> @andrewkordek - Easy, Quick, Anyone can do it. All myths.

@RetailEmailBlog >> 1. Images are bad. 2. More email = more $$$. 3. They can always opt-out. RT @andrewkordek: What would the top 3 myths of #emailmarketing be?

@AdamHoldenBache >> @andrewkordek I agree on "easy"- def a myth. My other is "just doing it = success". Sending anything will not equate to positive biz results

@LorenMcDonald >> @andrewkordek re email marketing myths - here are my top 6 from 2008 article - http://bit.ly/dgetL7

@eggboxrobin >> RT @RetailEmailBlog: 1. Images are bad. 2. More email=more $$. 3. They can a/ways opt-out. RT @andrewkordek - top 3 myths of #emailmarketing

@jacaldwell >> @andrewkordek a few of my favorite email urban legends here http://idek.net/Dr9

@indie_preneur >> @RetailEmailBlog -- 3a >> #emailmarketing is easy and cheap.

@RetailEmailBlog >> @indie_preneur While email is cheap, email marketing isn't. Some companies send email, but smart ones have email marketing programs.

@kimberlysnyder >> @RetailEmailBlog 3 Email Myths that kill me: a larger list = more $, transactional triggers don't make $, testing does not require strategy

Want to join the conversation? Just reply to @RetailEmailBlog to chime in.
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AM Inbox: Spurring sharing more than sales

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

eBags, 2/8 — Last Chance - Extra 25% Off one item‏
Your run-of-the-mill emails probably won’t see much sharing. Subscribers are much more likely to pass your email along or post it to a social media site if there’s a super deal in it, quirky messaging, a charity tie-in, etc. One of our copywriters, Darrah MacLean, also says that emails are much more likely to be shared if they have crazy products in them. Think Neiman Marcus’s Christmas Book with its Fantasy Gifts section. In this email, eBags couples their 25% off offer with a selection of products that included these bags made out of license plates. It’s an unusual products that’s likely to spur sharing, but probably won’t directly drive a lot of sales of those bags. The question is: Is the sharing worth more than actual sales? Done selectively, it very well may be.



Spiegel, 2/8 — FREE $10! Just VOTE For Your Favorite NEW Signature Look!
Spiegel returns with their latest incarnation of their “vote for your favorite look” email. While still a great non-pushy call-to-action that tells Spiegel which look a subscriber might be interested in, there are a couple of differences from how they ran the campaign compared to last year (see Jan. 28, 2009 AM Inbox). This year, the incentive reward is delivered on a landing page so subscribers who voted can take immediate action. Last year, they made subscribers wait until the next day, when they emailed the winning look. Allowing subscribers to take immediate advantage of the discount is smart. I’ll be interested to see how they announce the winning look.

One angle that was under-utilized in this email was sharing. While there’s a forward-to-a-friend link on the primary message block, it’s their standard language. For this one email, they could have changed it to something like: “Let your friends vote for their favorite look, too. Forward this to them!”



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Eddie Bauer, 2/8 — 90 Years in Seattle - We Know Rain!
Fingerhut, 2/8 — Fingerhut: Solve this Riddle + Get a Surprise FREE Gift!
J. Crew, 2/8 — Because we heart you...FREE SHIPPING‏
Art.com, 2/8 — Art as a Gift from the Heart, 22% off for Valentines!
Sony, 2/8 — VALENTINE EXCLUSIVES Enjoy Sweet Savings‏
Hallmark, 2/8 — Hurry-Final days to save on valentines‏
Harry & David, 2/8 — Red Roses + FREE Delivery = a Sweetheart Deal for Valentine's Day!
Ross-Simons, 2/8 — 25% Off - Hurry, Guaranteed Valentine's Day Shipping Ends Thursday!‏
Ann Taylor, 2/8 — New Work Style: Shop Our Office-Ready Suit Separates‏
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AM Inbox: Above-the-fold experimentation

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Walgreens, 2/7 — Hurry Cupid! Get Free Shipping + Valentine Gifts‏‏
Walgreens has been testing a couple of changes to their email template above the fold. First, this is the first email to sport a second navigation bar under their visual nav bar. As discussed in Email Navigation Differs Radically from Website Navigation, we find that nav bars are a strong source of clicks. Second, this email uses a very concise single line of preheader text, which includes a preheader message, “view with images” link, and “view on mobile” link.



However, in recent emails, including this Feb. 5 email, Walgreens has been testing a two-line preheader that uses a larger font size for the preheader message. I would guess that one of the reasons they’re trying the larger size because a significant portion of their subscribers are over 55 and may not have the best eyesight.



Urban Outfitters, 2/7 — All the latest from the UO Blog...
After launching what is indeed a monthly blog recap newsletter last month (see Jan. 4 AM Inbox), Urban Outfitters returns with their second installment. There are a few noteworthy things going on here: (1) Urban Outfitters has been experimenting with their logo treatment lately and in this email puts “Blog Newsletter” next to their UO logo. (2) They continue to connect with the fashion blogging community. And (3) they continue to highlight their employees. Urban Outfitters does a great job of highlighting that fashion is about individual expression, and they reinforce that by constantly bringing real people into their messaging.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Furniture.com, 2/5 — Snowtacular Savings: Save 20% all weekend long!‏
NFLshop, 2/7 — The New Orleans Saints Are Super Bowl XLIV Champions - Get Your Gear Now!
Dick’s Sporting Goods, 2/7 — Congratulations, New Orleans - Get Your Locker Room Gear Now!
Sports Authority, 2/7 — Save on Spring Training Equipment & Get Your New Orleans Saints NFL Champs Gear‏
Finish Line, 2/7 — See The Skechers Shape Up Big Game Day Ad Now!
Coldwater Creek, 2/6 — Save 60-80% during Outlet's Super Bowl of savings!
Blair, 2/6 — Get in the game with free shipping!
Bluefly, 2/7 — SCORE! EXTRA 10% OFF Everything - Today Only!‏
Linens ’n Things, 2/7 — Today Only, Score an Extra 20% Off!‏
TigerDirect, 2/5 — Big Bowl Blowout: $139 Acer 22" LCD (3yr Wrty)...$599 Toshiba 4gb Intel i3 Laptop...5" GPS $119...37" LG HDTV $479...$229 PC w/ 320GB HD‏
Apple, 2/7 — iPod. The perfect Valentine's Day gift.
1-800-Flowers.com, 2/5 — Free Roses, Free Shipping, Free Chocolates & Vase...
JCPenney, 2/5 — It's Almost Gone! Valentine's Day Free Shipping‏
Harry & David, 2/5 — HURRY! Last Day for FREE Delivery in time for Valentine's Day‏
Dell, 2/5 — Capture Your Valentine's Day Memories with Camera Savings from Dell‏
Abercrombie & Fitch, 2/5 — Get a Gilly Gift for Valentine's Day!
Frederick’s of Hollywood, 2/5 — Break hearts, not your bank + free shipping upgrade for Valentine's Day.
Oriental Trading, 2/5 — Go Green! Save up to $50 for St. Pat's‏
J. Jill, 2/5 — New arrivals are here!
Drs. Foster & Smith, 2/5 — Prevent Heartworm: A Deadly Killer!‏
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Week-End Trends: Valentine's Day messaging peaks

Email activity and promotional trends during the past week:

The Retail Email Index: Top online retailers sent each of their subscribers 2.5 promotional emails on average during the week ending Feb. 5, 2010. That’s down 1% week-over-week, up 4% from where it was four weeks ago, and up 4% year-over-year.



The Retail Email Participation Rate: Friday was the most popular day to send retail emails last week.



The Retail Email Seasonality Meter: Valentine’s Day messaging has peaked. Seasonal messaging will be pretty subdued over the next few weeks. Last week we saw our first reference to Presidents Day.



Selling Seasons on the Horizon:
Valentine’s Day (2/14): Valentine’s Day 2009 Season Finale
St. Patrick’s Day (3/17): St. Patrick’s Day 2009 Season Finale
Easter (4/4): Easter 2009 Season Finale
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AM Inbox: Montgomery Ward email redesign

>>Oopsy Hall of Fame: Check out the 2009 inductees.

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Montgomery Ward, 2/3 — NEW Wards' Membership Program: Save 20% Off Everything!
Montgomery Ward has redesign their email template, going with a more limited color pallet and more neutrals, particularly in the footer. They’ve also consolidated their two-tiered navigation bar into a single one. Like the previous nav bar, this one is made of HTML text so that it renders when images are blocked. They have also introduced new bullet treatments that may signal a new button design as well. Since this email doesn’t highlight products, it’s unclear how their product grid will change.



Newegg, 2/2 — Sweet Deals for Valentine's + Weekly EggXclusives: $379.99 lenovo 3GB RAM Laptop...
Newegg has launched a mobile-friendly version of their emails, adding a button under the navigation bar and promoting it in a banner toward the bottom of the email. The placement of the button is a little curious, since most marketers put their “view mobile version” link in the preheader.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Ralph Lauren, 2/2 — Just In: The Official U.S. Olympic Opening Ceremony Uniform‏
Blair, 2/2 — The groundhog's prediction? Free shipping for you!
Bass Pro Shops, 2/2 — Presidents' Day Sale - Save up to 50%
Oriental Trading, 2/2 — Throw an award-winning party. We'll pay for shipping‏
Cooking.com, 2/3 — Top 10 Football Party Recipes + Game Party Helpers‏
J&R, 2/3 — Rachelle's Valentines Picks: Great Gift Ideas!
Sam’s Club, 2/3 — Cupid shops at Sam's Club. Sweet gifts, great savings.‏
Linens ’n Things, 2/2 — Sweetheart Deal: $2.99 Shipping on ALL Orders!‏
Saks Fifth Avenue, 2/2 — Valentine's Day Best Sellers‏
Disney Store, 2/3 — Share a Hug! Buy One Plush Toy, Get One FREE‏
Office Depot, 2/2 — Shop Smart and Stretch Your Dollars in 2010‏
Crate & Barrel, 2/2 — Get organized every day with everyday Best Buys‏
Neiman Marcus, 2/2 — First sign of Spring: ELIZABETH AND JAMES Trunk Show‏
Norm Thompson, 2/3 — "NEVER stop offering these pants," she said. So we haven't.
Victoria’s Secret, 2/3 — VS in the Press: Doutzen Kroes in Marie Claire‏
Ross-Simons, 2/2 — 48 Hour Super Deal for Chad – Endless Cultured Pearl Necklace – Only $49.95‏
Omaha Steaks, 2/3 — OVERSTOCK ALERT Filets at better than employee prices Only 1500 at this price‏
Furniture.com, 2/3 — Reward their good behavior: 10% off kids' rooms!
SmartBargains, 2/3 — WHO.WHAT.WEAR Designer Alert
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AM Inbox: First reference to Presidents Day

>>Oopsy Hall of Fame: Check out the 2009 inductees.

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, 2/1 — Get FREE Shipping on Roses starting at $24.99--Save 35%
1-800-Flowers.com gives us our first reference to Presidents Day. Unfortunately, they misspelled it, adding an apostrophe before the “s,” which is a common mistake. That said, “Presidents’ Day” is an accepted variation.



J. Jill, 1/29 — Introducing J. Jill Chino!
I love the how-to information that’s coupled with this model picture. Don’t assume that consumers know how to use your product so that they get the most out of it. J. Jill clearly wants their customers to have an easy time looking great in what they buy so they come back for more.



Bloomingdale’s, 1/31 — Ends Today! Extra 25-40% Off
It’s been a little since I’ve seen a retailer try to tap their subscriber base for ideas and talent. In this Bloomingdale’s email, they’re trying to get the word out that they’re looking for fresh new designers. For other examples of retailers recruiting from their email lists, check out the Recruiting tag.



PC Connection, 1/31 — Gateway NV4403H 2GHz Notebook Refurb - Now Only $399!
Just like Backcountry did last week (see Jan. 27 AM Inbox), PC Connection has launched a sub-brand and has used a new sender name and sender address. The new sender name, PC Connection Express, builds on the brand that subscribers are familiar with, so that’s totally fine in my book. But changing the sender address to info@pcconnectionexpressemail.com is unnecessary and walks away from all the value built up from subscribers whitelisting their usual sender address.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Crate & Barrel, 1/29 — 50-yd. line view with our super Morgan media.
Dell, 1/29 — The Game's at Your House - Save on Select Home Entertainment Products‏
Cooking.com, 2/1 — Game Day Recipes for Chicken Wings, Quesadillas and Dips‏
Sam’s Club, 2/1 — Stock up. Kick off. Save big.
Petco, 1/31 — PETCO Gold Medal Savings + FREE Shipping!
Tiffany & Co., 1/29 — The Hearts of Tiffany
Urban Outfitters, 2/1 — The Valentine Shop‏
Blue Nile, 2/1 — Top Ten Valentine's Day Gifts - 10% Off‏
Harry & David’s, 2/1 — Cupid's Top 5 Gifts: FREE Delivery on these and more!‏
Frederick’s of Hollywood, 1/29 — Get cheeky in Valentine's panties with free shipping.
Victoria’s Secret, 2/1 — Flirty at Heart: Delight & Excite this Valentine's Day.
Kohl’s, 1/30 — Valentine's Day Gifts Under $30 + Extra 15% Off. Today Only.
Linens ’n Things, 1/29 — Save an Extra 14% Off Your Valentine's Gift.
1-800-Flowers.com, 1/29 — Send more love, get Free Shipping/No Service Charge + be Justin Bieber's Valentine!
Lane Bryant, 2/1 — Flirty Valentine's Dresses + Free Shipping + $29.99 Jeans‏
Oriental Trading, 1/29 — Easter Preview: Stock up now & shipping is FREE‏
Ann Taylor, 1/29 — LISA LOVES: Our Head Designer's February Favorites...
Neiman Marcus, 1/29 — Are you in the KNOW? Our New Additions‏
eBags, 1/29 — Travel Tips, Trends & Advice from The Bag Experts‏
Norm Thompson, 1/29 — FREE GIFT: Lusciously soft Cashmere-Blend Scarf!
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