From: J.Crew
Subject Line: Two Days Only: Shipping is free
Date: Monday, May 15, 2006

Here, J.Crew follows a straightforward formula to deliver what I would bet was a very successful campaign. We can strategize all day long, but sometimes the simplest message is the best: a practical, affordable product (under $20), + free shipping = certain success.

A recommendation: be clear about special offer stipulations. In this campaign, putting "free shipping" in the subject line leads us to believe that the featured tanks are free ship. We don't realize that free shipping only applies to orders over $150 unless we read the submessage copy. (We'd have to buy about 10 tanks to qualify!) I would bet this particular arrangement of information lead to a number of abandoned shopping carts, plus several calls to customer service.