>>2012 Retail Email Guide to the Holiday
Season: Download the 6th
annual Holiday Guide for free from Responsys.
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, 9/11 — Home
Theater System 70% OFF, In-Ear Headphones 77% OFF, Flashlight 72% OFF + more
While my views are admitted colored by the fact that I lived
in New York City during 9/11 and commuted through Ground Zero for years, I
think retailers have really struggled to address this day of remembrance.
Indeed, most retailers have chosen not to address it, which is probably the
wisest course, as retailers that do mention 9/11 clearly risk appearing
exploitive and insensitive. In this email, Buy.com includes an image expressing
“Unity, Reflection, Strength,” which is fine but there’s no follow through into
action. In contrast, last year Home Depot started a campaign to support
building housing for veterans that ran from 9/11 through Veterans Day (see
Sept.
12, 2011 AM Inbox). The message provided a path to turn remembrance
into positive action and an expression of gratitude toward our troops.
Sportsman’s Guide,
9/11 — E-Mail Exclusive: 15 Bucks Off + $15 Gift Card... Patriot Day "Made
in the USA" Sale from The Guide
Sportsman’s Guide also commemorated 9/11, promoting a Patriot
Day sale featuring products Made in the USA. This is an approach that a number
of retailers have taken to patriotic holidays like Memorial Day, Independence
Day, Labor Day and Veterans Day. It seems appropriate here as well, although I
appreciated more the more subtle approach that Northern Tool took three years
ago when they promoted alternative energy products (see Sept.
12, 2009 AM Inbox).
SUBJECTIVITY
SCANNER: Select noteworthy subject lines
Spiegel, 9/11 — Dress for the Occasion
Dell, 9/11 — Inspiron 15 - $499.99 for the first 1000
customers with this coupon.
Sam’s Club, 9/10 — Tailgates and touchdowns. Be the MVP with
game day favorites.
J&R, 9/11 — Are You Ready For Some Wide-Screen?
Williams-Sonoma, 9/11 — Less than $30: Officially Licensed
NFL Aprons - Personalize yours today!
Disney Store, 9/10 — Lasso Up the Cutest Costumes!
L.L. Bean, 9/11 — See What's New for Fall + Free Gift Card,
Free Shipping
Ralph Lauren, 9/10 — Luxurious Fall Sweaters From Blue Label
SmartBargains, 9/10 — Adidas: Saving You Money is a Sport
for Us!
Staples, 9/11 — The latest Kindles at Staples. Pre-order
yours today!
Nordstrom, 9/10 — Topshop Launches Online & in Selected
Stores Today!
J&R, 9/10 — Meet ZZ Top Tomorrow!
_____________________
BROWSE...
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