AM Inbox: Animation is a proxy for the web 2.0 video experience
RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:
Gap, 7/24 — New Jean Fits for Every Body
I was speaking to a reporter from PROMO Magazine the other day about the results of our Animation in Retail Emails Study and I said that one of the reasons that I believe that animation has come back is that emails are trying to mirror the web 2.0 experience—namely that there’s a connection between the popularity of video and the resurgence of animation. Since embedded video doesn’t (yet) work in email, animation is the best proxy. Gap clearly makes this connection in this email, using animation to promote its new fit videos.
Here's the animated portion of that email:
Gap, 7/24 — Exclusive Offer Just For You. Limited Time Only.
Here’s a re-engagement email from Gap. (Explore Reactivation tag.)
Backcountry, 7/24 — Backcountry Newsletter - Pack Test, Green Gearheads, and Skiing in July
Backcountry, another one of the new retailers that I’m tracking, has a solid monthly newsletter that they send in addition to more frequency postcard-sized email. There are lots of good things going on in this newsletter: (1) they have an “In This Newsletter” box that’s high enough in the email to appear in preview panes, (2) they feature a review of the month, which encourages customers to share their opinions, (3) their “Employee Gear Closet” helps them show a human face (see Reportlet: Personality Goes a Long Way) and helps build credibility, and (4) they have a good mix of articles and product spotlights. A newsletter with good balance.
SUBJECTIVITY SCANNER:
Dell, 7/24 — Back to School Sale - One Day Only
CompUSA, 7/24 — Go Back to School with Award Winning Technology from Sony
Hanna Andersson, 7/24 — Boys No-Brainer Dressing Seven Days A Week
Alloy, 7/24 — best NEW denim styles + last week to save 15%
Banana Republic, 7/24 — New fall silhouettes are here
Eddie Bauer, 7/24 — Now Save up to 60%, plus New Markdowns On Your Summer Favorites.
RedEnvelope, 7/24 — Find summer treasures- shop our new jewelry collections.
Petco, 7/24 — PETCO High-Tech Pet Gadgets + Free Shipping!
SmartBargains, 7/24 — Aerobed(R): $59.98. Wake up and smell the bargain.
Costco, 7/24 — Costco's vehicle sales and auto loan programs
Crutchfield, 7/24 — Save on HDTVs and get expert help from start to finish
Nascar, 7/24 — NEW Fall Pit Caps! Plus, Save More when you Buy More
Neiman Marcus, 7/24 — ROCK & REPUBLIC gift with purchase during Back to Cool + Free Shipping
_____________________
SEARCH... By Post Category / By Retailer / By Topic / By Selling Season / Recent Posts
Gap, 7/24 — New Jean Fits for Every Body
I was speaking to a reporter from PROMO Magazine the other day about the results of our Animation in Retail Emails Study and I said that one of the reasons that I believe that animation has come back is that emails are trying to mirror the web 2.0 experience—namely that there’s a connection between the popularity of video and the resurgence of animation. Since embedded video doesn’t (yet) work in email, animation is the best proxy. Gap clearly makes this connection in this email, using animation to promote its new fit videos.
Here's the animated portion of that email:
Gap, 7/24 — Exclusive Offer Just For You. Limited Time Only.
Here’s a re-engagement email from Gap. (Explore Reactivation tag.)
Backcountry, 7/24 — Backcountry Newsletter - Pack Test, Green Gearheads, and Skiing in July
Backcountry, another one of the new retailers that I’m tracking, has a solid monthly newsletter that they send in addition to more frequency postcard-sized email. There are lots of good things going on in this newsletter: (1) they have an “In This Newsletter” box that’s high enough in the email to appear in preview panes, (2) they feature a review of the month, which encourages customers to share their opinions, (3) their “Employee Gear Closet” helps them show a human face (see Reportlet: Personality Goes a Long Way) and helps build credibility, and (4) they have a good mix of articles and product spotlights. A newsletter with good balance.
SUBJECTIVITY SCANNER:
Dell, 7/24 — Back to School Sale - One Day Only
CompUSA, 7/24 — Go Back to School with Award Winning Technology from Sony
Hanna Andersson, 7/24 — Boys No-Brainer Dressing Seven Days A Week
Alloy, 7/24 — best NEW denim styles + last week to save 15%
Banana Republic, 7/24 — New fall silhouettes are here
Eddie Bauer, 7/24 — Now Save up to 60%, plus New Markdowns On Your Summer Favorites.
RedEnvelope, 7/24 — Find summer treasures- shop our new jewelry collections.
Petco, 7/24 — PETCO High-Tech Pet Gadgets + Free Shipping!
SmartBargains, 7/24 — Aerobed(R): $59.98. Wake up and smell the bargain.
Costco, 7/24 — Costco's vehicle sales and auto loan programs
Crutchfield, 7/24 — Save on HDTVs and get expert help from start to finish
Nascar, 7/24 — NEW Fall Pit Caps! Plus, Save More when you Buy More
Neiman Marcus, 7/24 — ROCK & REPUBLIC gift with purchase during Back to Cool + Free Shipping
_____________________
SEARCH... By Post Category / By Retailer / By Topic / By Selling Season / Recent Posts
Labels: AM Inbox, Animation, Backcountry, Design Issues, Gap, Product Reviews, Reactivation, Video
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posted at 11:57 AM by Chad White
I love Smith-Harmon's enthusiasm. It's so great to have a connection with people who really "get" and get excited by email marketing. (Truly, there are not that many of us out there!) I count myself very lucky to have found such accomplished enthusiasts to collaborate with on the REI program. They are helping to bring amazing opportunities to fruition with panache.
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