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The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
J. Crew, 7/30 — With our apologies…
Apparently J. Crew has been suffering a double whammy of both website and call center problems as they roll out some enhancements—enough problems that they felt the need to apologize to their subscribers. That’s nice. But they don’t give subscribers any reason (other than the apology) to forgive them—no discount, no free shipping coupon, no nothing. Even worse, the subject line sets up subscribers to expect something by using “please accept this with our apologies” language. Perhaps they felt that handing out an incentive would give them an unwanted surge in web traffic. Fair enough. So how about including an in-store coupon instead? It was good to see the acknowledgement of the problems—and that it was signed by executives—but the apology feel a little flat without a goodwill gesture to back it up. For more on apology emails, check out When and How to Say You’re Sorry.
Norm Thompson, 7/30 — Doing right pays off! $4.95 ship with a “green” buy.
Here’s a “green” focused email from Norm Thompson, where they promote bags made out of recycled plastic bottles. I liked them noting how many bottles each bag was made out of; for me there were echoes of TigerDirect’s recent email that included gasoline metered products (see June 5 AM Inbox). The email also highlights other eco-friendly products, plus a box about their green headquarters. That box was recycled from an Earth Day email sent earlier this year. There’s a joke in there about recycling and reusing old email content but I’ll spare you. Explore eco-friendly tag.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Bed Bath & Beyond, 7/30 — Keep your family safe with Bed Bath & Beyond
Sephora, 7/30 — 3 Steps To EYEmazing Lids
AbeBooks, 7/30 — The Avid Reader: Cream of the Crop Cookbooks
Cabela’s, 7/30 — Fall Gear Preview @ Cabelas.com
Spiegel, 7/30 — FREE SHIPPING EXTENDED! Plus, Be the first to shop the New Fall Must-Haves!
Fingerhut, 7/30 — Be cool and stay cool: Free headphones when you spend $225 at Fingerhut
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