RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:
Ralph Lauren, 2/18 — RLTV Presents: Cape Lodge, An RL Home Video
It seems that retailers are highlighting video content in their subject lines more often lately, perhaps a sign that they’re seeing high levels of engagement from videos. Saks Fifth Avenue and Neiman Marcus have also promoted video content in their subject lines lately, especially during Fashion Week earlier this month:
Saks Fifth Avenue, 2/4 — Video Exclusive! Days 1 to 3 of Fashion Week
Saks Fifth Avenue, 2/6 — Day 4 Video of Fashion Week
Saks Fifth Avenue, 2/7 — Day 5 & 6 Video of Fashion Week
Saks Fifth Avenue, 2/8 — Day 7 & 8 Video of Fashion Week
Neiman Marcus, 2/5 — Exclusive video: Nina Ricci Spring Collection + FREE 2-DAY DELIVERY
Neiman Marcus, 2/8 — FREE SHIPPING plus Alice + Olivia exclusive spring video!
The other item of note in this Ralph Lauren email is that they use a special film icon—rather than a TV icon—to denote video content. It’s a little more upscale and in fitting with their brand image.
Old Navy, 2/18 — Urban Explorer: You Saw the Ad, Now Get the Look
Here’s a case where the subject line seems to be highlighting video content, but when you view the email there’s no link to the commercial. It’s great that they’re using email to extend their commercial, but you should account for the fact that some people will not have seen the commercial and give them a chance to feel like they’re also in the loop.
SUBJECTIVITY SCANNER:
Chadwick’s, 2/18 — We Cannot Tell a Lie! $1 Ships Everything
Overstock, 2/18 — PRESIDENTS' DAY CLEARANCE
Harry & David, 2/18 — Presidential Solution: Up to 50% OFF!
Blair, 2/18 — Here's an offer for the history books
Road Runner Sports, 2/18 — Your Last Day to Save at the Unprecedented Presidents Day Sale.
eBags, 2/18 — Final Day: Up to 70% Off - Presidents' Day Sale
Cooking.com, 2/18 — Movie-Lovers' Recipes: Award-Party Appetizers, Movie Snacks and More
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