The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
Gap, 1/27 — Our New Button-Down Shirts, Starting at $34.50
From what I’ve seen there are three preheader message tactics being used by retailers. In order of popularity, they are:
(1) Using the preheader message to reinforce the subject line and highlight the primary message of the email.
(2) Using the preheader message to extend the subject line and highlight secondary messages in the email.
(3) Using the preheader message for calls-to-action not present anywhere else in the email. Sometimes these are ads or messages from sponsors.
This email from Gap is a good example of tactic #2. The preheader message calls out the content of the banner at the bottom of the email and is written assuming that you’ll be reading it right after you read the subject line.
Spiegel, 1/27 — VOTE for Your Favorite New Spring Collection Look!
Spiegel’s “Vote” call-to-action is a softer sell than a “Buy Now” button, while also being more participatory and interactive. Given the current state of the economy, subscribers may also appreciate and respond better to a less demanding CTA. Spiegel may also use the clickthrough data from this email to inform their decisions on which outfits (and models) to feature in their catalog, advertising, etc.
Sam’s Club, 1/27 — Save time. Shop ahead with Click 'n' Pull
Looking for ways to break up your stream of promotional messages? Consider highlighting an online or in-store service such as an email reminder service or in-store pickup, as Sam’s Club does in this email.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Dick’s Sporting Goods, 1/27 — Champions Collide - Shop Steelers and Cardinals Gear
Montgomery Ward, 1/27 — Get Ready for Game Day ~ Wards Credit Makes it Easy
Costco, 1/27 — Pre-Order Her Flowers Today! 35 Long-Stem Red Roses $64.99 Delivered.
Lands’ End, 1/27 — 2009 Swimwear (you'll be swimming in compliments)
Urban Outfitters, 1/27 — Spring Forward (For Under $50)
Ralph Lauren, 1/27 — New Big Pony Styles And Colors For Spring, Plus The Create Your Own Collection
Banana Republic, 1/27 — This shirt will change your life [promoting non-iron shirts]
OfficeMax, 1/27 — Save up to 50% on Printers during HP Week
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