AM Inbox: Cross-brand visibility
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RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:
Banana Republic, 5/27 — Celebrate a New Way to Shop With Free Shipping
Gap Inc. has always been ahead of the curve when it comes to cross-brand visibility. They’ve had links to their other brands at the bottom of all of the emails from their brands for a long time now, and during their email sign-up process they give you the option to opt in for email from their other brands. Now they’ve taken cross-brand visibility one step further and consolidated their four ecommerce sites into a single site with brand tabs. This allows customers to shop across all four banners with a single shopping cart and consolidated shipping (with the exception of Piperlime). For a retailer that’s clearly not concerned about brand blur, this is an extremely user-friendly move.
Redcats, which owns Chadwick’s and many other apparel brands, tried to do something similar by creating an online mall, OneStopPlus.com, but that was a new site rather than a weaving of their existing sites together as Gap Inc. has done (see April 28 AM Inbox). I wonder if Sears/Kmart/Lands’ End, the RitzCamera brands and other multi-brand marketers are paying attention to this move and will test the cross-brand synergies by doing what Gap Inc. did long ago: subtle cross-brand marketing in their emails.
RedEnvelope, 5/27 — Who’s YOUR Daddy?
RedEnvelope shows once again that they have a firm grasp of persona marketing. For those subscribers who clickthrough and don’t convert, perhaps RedEnvelope will send an additional email based around the persona that the subscriber showed interest in.
Bass Pro Shops, 5/27 — Email Only Special - Shop with 6-Pay
Here’s another reminder to preview your emails in a rendering tool or send a test email to accounts at all the major webmail and email clients.
AbeBooks, 5/28 — Birthday. Happy birthday. Celebrating a New James Bond Release
This is a very clever subject line for an email that’s about the release of a new Bond novel, “Devil May Care,” that was released on what would have been Bond creator Ian Fleming’s 100th birthday. I’ll admit for a second I thought this was an errant birthday email (my birthday’s not until July), but I don’t think that hurt the subject line—and may actually have helped it.
SmartBargains, 5/28 — Congratulations!
Please don’t use spammy subject lines like this.
SUBJECTIVITY SCANNER:
Office Depot, 5/28 — Memorial Day Week Sale-a-Bration
OfficeMax, 5/27 — Memorial Day Event Extended - Save up to 50%
HPshopping, 5/28 — Shop the HP Memorial Day Sale: ENDS TOMORROW!
Spiegel, 5/27 — One More Day to Save: Extra 20% OFF Memorial Day Savings Extended!
Ralph Lauren, 5/27 — Create Your Own Tie: Personal Style for Father's Day
eBags, 5/27 — Insiders: Bag up to $35 off + Gifts for Dads and Grads
Macy’s, 5/27 — Father's Day gifts he'll love!
Sharper Image, 5/27 — Hit a home run with dad this year.
MLB, 5/27 — Hit a home run with dad this year.
Saks Fifth Avenue, 5/27 — Dad's Top 15
Backcountry.com, 5/27 — Make the outdoors new again - pick a new passion
B&H Photo Video, 5/27 — Exclusive B&H Interview with the Steadicam Inventor!
Norm Thompson, 5/27 — Be eco-smart...go bamboo! FREE SHIPPING.
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:
Banana Republic, 5/27 — Celebrate a New Way to Shop With Free Shipping
Gap Inc. has always been ahead of the curve when it comes to cross-brand visibility. They’ve had links to their other brands at the bottom of all of the emails from their brands for a long time now, and during their email sign-up process they give you the option to opt in for email from their other brands. Now they’ve taken cross-brand visibility one step further and consolidated their four ecommerce sites into a single site with brand tabs. This allows customers to shop across all four banners with a single shopping cart and consolidated shipping (with the exception of Piperlime). For a retailer that’s clearly not concerned about brand blur, this is an extremely user-friendly move.
Redcats, which owns Chadwick’s and many other apparel brands, tried to do something similar by creating an online mall, OneStopPlus.com, but that was a new site rather than a weaving of their existing sites together as Gap Inc. has done (see April 28 AM Inbox). I wonder if Sears/Kmart/Lands’ End, the RitzCamera brands and other multi-brand marketers are paying attention to this move and will test the cross-brand synergies by doing what Gap Inc. did long ago: subtle cross-brand marketing in their emails.
RedEnvelope, 5/27 — Who’s YOUR Daddy?
RedEnvelope shows once again that they have a firm grasp of persona marketing. For those subscribers who clickthrough and don’t convert, perhaps RedEnvelope will send an additional email based around the persona that the subscriber showed interest in.
Bass Pro Shops, 5/27 — Email Only Special - Shop with 6-Pay
Here’s another reminder to preview your emails in a rendering tool or send a test email to accounts at all the major webmail and email clients.
AbeBooks, 5/28 — Birthday. Happy birthday. Celebrating a New James Bond Release
This is a very clever subject line for an email that’s about the release of a new Bond novel, “Devil May Care,” that was released on what would have been Bond creator Ian Fleming’s 100th birthday. I’ll admit for a second I thought this was an errant birthday email (my birthday’s not until July), but I don’t think that hurt the subject line—and may actually have helped it.
SmartBargains, 5/28 — Congratulations!
Please don’t use spammy subject lines like this.
SUBJECTIVITY SCANNER:
Office Depot, 5/28 — Memorial Day Week Sale-a-Bration
OfficeMax, 5/27 — Memorial Day Event Extended - Save up to 50%
HPshopping, 5/28 — Shop the HP Memorial Day Sale: ENDS TOMORROW!
Spiegel, 5/27 — One More Day to Save: Extra 20% OFF Memorial Day Savings Extended!
Ralph Lauren, 5/27 — Create Your Own Tie: Personal Style for Father's Day
eBags, 5/27 — Insiders: Bag up to $35 off + Gifts for Dads and Grads
Macy’s, 5/27 — Father's Day gifts he'll love!
Sharper Image, 5/27 — Hit a home run with dad this year.
MLB, 5/27 — Hit a home run with dad this year.
Saks Fifth Avenue, 5/27 — Dad's Top 15
Backcountry.com, 5/27 — Make the outdoors new again - pick a new passion
B&H Photo Video, 5/27 — Exclusive B&H Interview with the Steadicam Inventor!
Norm Thompson, 5/27 — Be eco-smart...go bamboo! FREE SHIPPING.
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: Abebooks, AM Inbox, Banana Republic, Bass Pro Shops, Father's Day, Oopsy, RedEnvelope, SmartBargains, Subject Lines, Website Relaunches
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posted at 2:52 PM 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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