Week-End Trends: Retail Email Index settling into summer lull

Email activity and promotional trends during the past week:

The Retail Email Index rose 2% to 241 during the week ending July 10, 2009, and is on par with where it was four weeks ago. The Index score indicates that the top 100 online retailers sent about 2.4 promotional emails each on average last week.

Year-over-year, the Retail Email Index is up 19% (moving 4-week average versus comparable 4-week moving average last year).



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



The Retail Email Seasonality Meter: The back-to-school season is building. We also sort of had our first reference to Halloween.



Selling Seasons on the Horizon:
Back to school (Jul-Sep): Back to School 2008 Season Finale
Labor Day (9/7): Labor Day 2008 Season Finale
Columbus Day (10/12): Columbus Day 2008 Season Finale
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Ping Time: Sending 1 extra email, rewarding opens, etc.

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

>>Luke Glasner of Rodman Publishing lays out the case to not send that extra email. >>Follow the ping

>>Justin Premick of AWeber talks about the idea of rewarding subscribers for opens and clicks. >>Follow the ping

>>John Harrison of Yesmail shares an Aeropostale email that was ripped asunder by Outlook 2007. >>Follow the ping

>>Andrew Kordek on Deliverability.com talks about a not-so-great store email capture experience he had recently. >>Follow the ping to your store

>>Denise Cox, writing on the DMA UK’s Email Marketing Blog, explains how to determine the best time to check your email stats after a send. >>Follow the ping

>>Dylan Boyd of eROI discusses how to handle scenarios where customers are opting in and out of your email marketing through different channels. >>Follow the ping

>>Greg Oldring of Mailout Interactive runs us through rendering on the iPhone 3.0. >>Follow the ping

>>In Smith-Harmon’s latest Email Insider column, Aaron Smith discusses four ways to mess up your welcome email. >>Follow the ping
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AM Inbox: Embedded vs. landing page barcodes

Executive Series on Email Marketing: How Email Drives Traffic to Other Channels. Download this free report now.

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, 7/9 — Just for you! EXTRA 15% Off Storewide, In-Store and Online‏
The other day I was asked about embedding barcodes in emails vs. linking to the web for the barcode. I’m not aware of any research on this and I heard of any of our clients A/B testing this, but I’ve definitely seen an increase in the number of retailers embedding barcodes in their emails. In addition to Kohl’s here, Bloomingdale’s, Lands’ End and Saks Fifth Avenue are among the other retailers that have used barcodes in their promotional emails recently to help drive traffic to their stores. I would think that an embedded barcode is more convenient and more of an action signal than requiring subscribers to clickthrough to a landing page. Has anyone done any testing on this?



J&R, 7/9 — Hot Summer Deals: Samsung Netbook Now $369.99 + Free Shipping!‏
Since their email redesign last month (see June 5 AM Inbox), J&R has been featuring various slogans at the top of their emails. It’s a fun branding experience. The challenge, of course, is coming up with new slogans all the time so that part of the header doesn’t become stale. In a brilliant move, they’ve invited their subscribers to join in on the slogan brainstorming by launching a slogan contest on Twitter—which is a pretty darn ideal vehicle for sloganeering. So in addition to getting free slogan ideas, they get exposure for their Twitter channel. As a New Yorker, I couldn’t resist suggesting a few slogans myself. You can see them @RetailEmailBlog.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Abercrombie & Fitch, 7/9 — Cool new stuff for Back to School‏
Hanna Andersson, 7/9 — Backpacks Are In - Over 50 New Ways To Keep Kids Organized This Fall!
Spiegel, 7/9 — No One Does LUXE TEES Like SPIEGEL! Now from JUST $9 + FREE UMBRELLA!‏
The Company Store, 7/9 — Make Bath Time Fun - Personalized Gear!‏
Victoria’s Secret, 7/9 — THE LACIE 3/$25. Our Sexiest No-Show Panty in New Colors! Plus, 20% Off Orders of $50+. Details Inside.‏
Ralph Lauren, 7/9 — Just In: New Eyewear And Accessories Collections‏
Coldwater Creek, 7/9 — Need a break? Take $20 off + Free Shipping + a stylish escape!‏
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AM Inbox: EB Games' substantial redesign

Executive Series on Email Marketing: How Email Drives Traffic to Other Channels. Download this free report now.

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

EB Games, 7/8 — Hugenormous Savings at GameStop!‏
EB Games has redesigned their emails, making a number of substantive changes: (1) They’ve added a preheader message—although it could certainly be a more informative one. (2) They’ve moved the “powered by GameStop” co-branding up to the header, strengthening the connection between these two brands. I still think this is an area of potential confusion, with the parent company using the brands interchangeably, as they do in the “from” line and subject line of this email. I keep waiting for them to eliminate the EB Games brand and focus exclusively on the GameStop brand. (3) They converted their image-based navigation bar to HTML text links, which will aid in rendering. EB Games had already done an outstanding job of using HTML text throughout their emails, so this was a logical next step. (4) They’ve adopted a color scheme that doesn’t match either ebgames.com or gamestop.com. I wonder if this augurs a site redesign for one or both of the brands. (5) The most glaring change is that they’ve dropped their lists of New Releases, Coming Soon and Best Sellers. I have to say that those were the elements that I most looked forward to. I wonder how many subscribers will take the extra step of clicking through to see those lists now. (6) And lastly, they’ve abandoned their S-curve product grid in favor of a linear arrangement of product images and info.

Here’s the new design (left) and the old design from a June 30 email:



Lane Bryant, 7/8 — Introducing Our New Bra Collection + $50 Instant Savings‏
I love the “Catch forty winks without going to sleep” messaging in this email. Snappy, fun and on target.



Avon, 7/8 — Be Your Own Boss in 2009 - Sell AVON‏
Given the current level of unemployment, this recruiting message from Avon will likely find some receptive subscribers. The subject line does a nice job of conveying personal empowerment.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Hallmark, 7/8 — Get a head start on holiday fun this weekend!‏
Linens ’n Things, 7/8 — Back to School Savings: 10% Coupon Inside‏
Crate & Barrel, 7/8 — Back to fall with new Best Buys office. Colorful bedding sale, too.‏
Ann Taylor, 7/8 — The Perfect Summer Cardigan is Here! (Do you have yours?)
OfficeMax, 7/8 — Today's Daily Deal + Preorder Windows 7 and Save up to $100‏
TigerDirect, 7/8 — 4gb USB $7.99...Dual Core PC Kit $199...Acer 22" LCD $139 (Ends 7/8)...50% Off Windows 7‏
Bluefly, 7/8 — Exclusively for Bluefly - Project Runway Winner Leanne Marshall's New Collection!
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AM Inbox: Barnes & Noble blurs their channels

Executive Series on Email Marketing: How Email Drives Traffic to Other Channels. Download this free report now.

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

Barnes & Noble, 7/7 — This Week -- Coupons, Nora Roberts, Free iPhone App, Blu-ray Sale, More‏
Here’s another great example of how the division of channels is blurring. In this email, Barnes & Noble is promoting their iPhone app, which provides internet data to store shoppers and others who are on the go. B&N strengthens the call-to-action by incenting downloads with a free coffee at a B&N Café. So in a tight little package, they’ve tied together their email, mobile, internet and store channels. Customers see this as all Barnes & Noble, so there’s no reason not to mingle all your channels like this.



Dick’s Sporting Goods, 7/7 — Don't Miss This One Day Only Event!
Dick’s has changed their header, adding a “Follow us on Twitter” link. Previously, the store locator link was to the left of the Dick’s logo and the forward-to-a-friend link was to the right. While most retailers place their “join our community” links below the fold, more of these links have been introduced above the fold lately. Introducing them above the fold and then moving them down in the design later may be a more effective way of building awareness of your social communities among subscribers.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Petco, 7/7 — PETCO / We're Extending The 4th of July Sitewide Sale + FREE Shipping!‏
Bluefly, 7/7 — Slink or Swim...
JC Whitney, 7/7 — Your Towing Headquarters Free Shipping - Shop Now!‏
Cooking.com, 7/7 — Think Green - Introducing GreenGourmet by Cuisinart‏
Hallmark, 7/7 — Try Our NEW! E-Card Subscription Plan. 1 Year Unlimited. Just $9.99.
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Executive Series on Email Marketing: How Email Drives Traffic to Other Channels

It’s certainly easiest to track online sales driven by email marketing, but don’t overlook the power of email to get subscribers engaged with other channels where results are more difficult to measure.

The fourth installment in our Executive Series on Email Marketing, “How Email Drives Traffic to Other Channels,” helps you make this case to executives who may not fully understand the email channel. The one-page issue explores four critical reasons why email can work well with other channels with supporting data from surveys and studies. It's also accompanied by a PowerPoint presentation that includes supporting charts and graphs to make sharing the information easier.

>>Download “How Email Drives Traffic to Other Channels” from Smith-Harmon’s Research Library for free.

Other reports available from Smith-Harmon:
How Email Marketing Is Different from Direct Mail
Email Design Look Book 2009
Why the Marginal Cost of Sending 1 More Email is Higher than You Think
Email Navigation Differs Radically from Website Navigation
Why Now Is a Critical Time to Be Investing in Email Marketing
Going-Out-of-Business Email Strategies
Soon Even More Emails Won't Be Optimized for Width
Retail Welcome Email Benchmark Study
…and you can find even more reports in Smith-Harmon’s Research Library.
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AM Inbox: Back-to-school messaging on the rise

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, 7/6 — Shop Our NEW Catalog plus Get a FREE Disney Sports Bottle‏
The volume of back-to-school retail emails has already picked up noticeably in the wake of the 4th of July. This Toys “R” Us email, which promotes their back-to-school catalog, is one of the first emails to be completely dedicated to the selling season. I like how they got the secondary message about the Disney sports bottle into the subject line and at the top of the email in a preview pane banner, and the pencil call-to-action button is a nice touch—although I wonder if it shouldn’t be pointing to the right instead.



Bloomingdale’s, 7/6 — Men's Summertime Best-Sellers‏
I recently did some work with a client who wanted to explore different product grid configurations. We presented an array of arrangements, from the traditional to the artful. This Bloomingdale’s email uses a product grid on the more artful side. While it’s not super easy to scan, it makes good use of white space and stands out in the inbox. Do your product grids stand out? Or are you focused on straight-forward functionality?



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Disney Store, 7/6 — July 4th Sale - Extended!
Home Depot, 7/6 — Last Chance for 4th of July Savings!
Sears, 7/6 — Only 1 Day Left Of 4th Of July Savings‏
Musician’s Friend, 7/6 — Musician's Friend: Ends Soon! Private Red, White & Blue Salute‏
Hanna Andersson, 7/6 — New Fall Website, Over 150 New Hannas, And School Deals, Too!
Crutchfield, 7/6 — Get live TV in your car - AT&T CruiseCast makes it possible‏
Crutchfield, 7/6 — Men's Surfwashed Twill - Live like you're on vacation.‏
J. Crew, 7/6 — Get stranded.‏ [promoting necklaces]
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AM Inbox: First reference to Halloween*

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

Lillian Vernon, 7/5 — Yesterday Got You Cooked? Relax with Free Shipping in the Catalog‏
While Lillian Vernon previously mentioned Halloween in a June 21 and Apr. 8 email, I feel more comfortable calling this email the first reference to Halloween based on patterns from past years. But you might just as easily dismiss all of these as outliers. As you can see by distribution curve of Halloween retail emails in last year’s Halloween Season Finale, the season really doesn’t get underway until September when kids are back in school.



Staples, 7/3 — CORRECTION on laptop + monitor offer
A July 2 Staples email prominently promoted a $299 laptop, including using the subject line “Psst...a laptop for under $300.” Apparently the email was segmented poorly or not at all, as this apology email explains that the laptop offer wasn’t available in all areas. I was actually forwarded the original email by an industry friend of mine who called it “an example of a marketer getting it wrong with email.” He was in the market for an inexpensive laptop, so he opened this email and clicked through and after about 2 minutes of searching on their site for the $299 laptop so prominently advertised in the newsletter, gave up…and unsubscribed.”

I’m not sure that anything kills an email marketer’s credibility as quickly as promoting a product in their email that’s not available for whatever reason. I don’t know how long it took for Staples to notice the mistake, but they didn’t do themselves any favors by waiting more than 30 hours to send this correction. They could have saved themselves some unsubscribes and brand damage by being better prepared to respond to mistakes. For more on apology emails, check out Best Practices for Apology Emails.



Overstock, 7/3 — 7.4% Off - Declaration of Savings‏
Similar to the progressive coupon that they used for their St. Patrick’s Day promotion (see Mar. 17 AM Inbox), Overstock sent this coupon that earns you an even better coupon when you use it and potential third even better coupon after that. Overstock uses a pretty tight calendar during which these coupons can be used. I wonder if this kind of coupon scheme could work over a longer timeframe stretching over several holidays—for instance, a Halloween coupon that, if used, gets you a better Thanksgiving coupon that, if used, gets us an even better Christmas coupon.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Bloomingdale’s, 7/5 — Fireworks Are Over But 40% Off Continues
Macy’s, 7/5 — Ends tonight! Get Free Shipping on July 4th savings now.‏
Disney Store, 7/5 — Last Day - July 4th Sale!‏
Ralph Lauren, 7/4 — Happy Fourth Of July From RalphLauren.com‏
Chadwick’s, 7/4 — Happy 4th of July! We're celebrating with a SALE + $4.99 shipping!‏
HPshopping, 7/4 — Fourth of July Sale: ENDS SOON!
Lands’ End, 7/4 — Exclusive 4th of July savings for subscribers - your offer awaits‏
Bluefly, 7/4 — Today Only - EXTRA 10% OFF Handbags & Shoes! Happy 4th of July!‏
Macy’s, 7/4 — Ends Sunday! Ship for free + great 4th of July deals.‏
Cooking.com, 7/3 — Fourth of July Sale - We pay Uncle Sam!‏
Buy.com, 7/3 — July 4th Blowout: 60GB iPod $119.99, 37" HDTV $449.99, iRobot Roomba w/ Base $169.99, Acer 23" LCD $174.99,..‏
Bloomingdale’s, 7/3 — Celebrate The 4th With 40% Off!‏
Avon, 7/3 — July 4th Weekend Sale: UP TO 66% OFF & FREE Shipping‏Diamond.com, 7/3 — Email Exclusive - July 4th Sale‏
Sears, 7/3 — Shop Our 4-Day Holiday Specials and Save Big‏
JC Whitney, 7/3 — 4 Days To Celebrate 20% Off Plus Free Shipping!
NFLshop, 7/3 — 15% Off Your Order - 4th of July Celebration All Weekend Long‏
Norm Thompson, 7/3 — 4th of July Weekend! 320 items at $39.99 or less.
Neiman Marcus, 7/3 — Little? Check. Black? Check. Fabulous? Check.‏
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Week-End Trends: Back to school to dominate summer months

Email activity and promotional trends during the past week:

The Retail Email Index fell 2% to 237 during the week ending July 3, 2009, and is up 4% from where it was four weeks ago. The Index score indicates that the top 100 online retailers sent about 2.4 promotional emails each on average last week.

Year-over-year, the Retail Email Index is up 19% (moving 4-week average versus comparable 4-week moving average last year).



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



The Retail Email Seasonality Meter: As 4th of July references fade, back to school will become the primary season promoted. Last week we had our first reference to Christmas, but it will be a very slow build over the next few months.



Selling Seasons on the Horizon:
Back to school (Jul-Sep): Back to School 2008 Season Finale
Labor Day (9/7): Labor Day 2008 Season Finale
Columbus Day (10/12): Columbus Day 2008 Season Finale
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