Crate & Barrel, 11/15 — Last minute turkey essentials. Plus Free Shipping.
I’ve held off talking about this campaign because I wanted to see it run its course. This four-email series by Crate & Barrel is a weekly countdown until Thanksgiving, with each email covering a different element of Turkey Day (such as table settings). This is one of several Thanksgiving countdowns this year, when there were only one or two last year. The countdown format adds some urgency to the pitch. One of the coolest elements of this campaign is that it prominently links to a landing page that includes all the other emails in the series. That gives some longevity to the campaign, allows it to build upon itself and makes it easier for subscriber to find the past email content. One of the areas where this campaign didn’t do well was in the area of calls-to-action. There were very few, which made it a little difficult to know where to click.
Ann Taylor, 11/15 — With Gratitude from Ann Taylor
Ann Taylor shares the results of their Ann Cares campaign for Breast Cancer Awareness Month (see Oct. 11 AM Inbox). This email cuts into Ann Taylor’s ability to promote holiday gifts, but I think it’s important to show subscribers what their support has created. It makes customers more likely to support their efforts in the future and makes customers feel that Ann Taylor supports their social view, making them more likely to shop with them. Also, because the Ann Cares Card is good during the holiday season, this email will hopefully remind them to use it now.
Horchow, 11/15 — Don't forget about the items in your shopping bag!
This was a bit bizarre. These kinds of trigger emails can help reduce shopping cart abandonment, but in this case I’m fairly certain that I didn’t do any browsing at Horchow. Luckily I know that Horchow is a division of Neiman Marcus, a store that I have browsed. So it’s possible that I wandered onto Horchow’s website via Neiman Marcus’s. Someone who didn’t know that, might think this was spam and mark it as such. The other disconcerting thing was that when I clicked on the “View Entire Shopping Cart” link, it took me to an empty shopping cart, which to me confirms that this email was sent in error—or worse, Neiman Marcus shared by email address with Horchow, which used it to spam me in the hope of enticing me to shop with them.
Coach, 11/15 — Free Shipping One Day Only
Coach introduces a gift registry in this email and also brings back their “Did You Know…” campaign (see Nov. 16, 2006, AM Inbox). An interesting design point: Notice how the model is facing (really walking) away from the copy? As viewers we’re interested in what she’s looking at and where she’s going, which distracts us from the message of the email. Try experimenting with having models face or gesture toward important copy and see if that improves results.
SUBJECTIVITY SCANNER:
Costco, 11/15 — Introducing AT&T at Costco plus Black Friday Sneak Peek!
CompUSA, 11/15 — 2 Day Pre-Thanksgiving Sale Friday, 11/16 & Saturday, 11/17
1800Flowers, 11/15 — Email Exclusive--Save 20% for Thanksgiving or any occasion!
Williams-Sonoma, 11/15 — Peppermint Scents + Lotions for Your Holiday Home
Wal-Mart, 11/15 — Holiday Savings on Top-Brand Electronics
Spiegel, 11/15 — An Extra 20% Off - A Special Thank You Gift from our CEO
Barnes & Noble, 11/15 — Save up to 40% in Our Online Holiday Catalog
Tiffany, 11/15 — Enjoy Complimentary Shipping Through November 26
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