AM Inbox: REI's embedded video gif
The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
REI, 2/28 — Introducing REI's New Carry-on + Wrinkle-Free, Travel-Ready Clothing
REI, 2/27 — Rugged and Ready to Roll: REI Luggage - See the Video
Smith-Harmon client REI has begun testing "embedded video gif” using Liveclicker’s technology. Animation video is a compressed animated gif that plays like a video in an email, but without sound. Because it’s based on animated gif technology, the video is blocked by certain email clients like Outlook 2007. REI A/B tested the email, providing animation video to some and a static image to clickthrough to the video to others. You can see the video in action in the web-hosted version.
In addition to the animated video, REI also included animation to highlight product features the animated portion of the email:
Sears was the first major online retailer to use embedded video, using technology from VHD Technology (see Dec. 15 AM Inbox).
Macy’s, 3/2 — Free Shipping on top-rated items, reviewed by shoppers like you!
A sign of how impactful and important preheader text can be, in this email Macy’s includes the discount code and a call-to-action in the preheader, eliminating the need to scroll down for those subscribers who are ready to take action.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Williams-Sonoma, 3/2 — Create Incredible Easter Eggs
Harry & David, 3/2 — A Taste of Summer in Winter, only from the Fruit Experts!
Orvis, 3/2 — NEW Surfwashed Twills in 12 colors - perfect for summer! Plus, lowest Tent Sale prices!
Etronics, 3/2 — Etronics.com: Off season BBQ blitz. Cash in with winter deals on grills and accessories.
J. Crew, 3/2 — New arrivals. Shop our spring collection. In stores and online.
Home Depot, 3/2 — Look What's New! Great Patio Sets for Spring!
Art.com, 3/2 — 25% Off + Decorate for Spring
Frederick’s of Hollywood, 3/2 — Spring's sexiest pairs + free shipping.
_____________________
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REI, 2/28 — Introducing REI's New Carry-on + Wrinkle-Free, Travel-Ready Clothing
REI, 2/27 — Rugged and Ready to Roll: REI Luggage - See the Video
Smith-Harmon client REI has begun testing "embedded video gif” using Liveclicker’s technology. Animation video is a compressed animated gif that plays like a video in an email, but without sound. Because it’s based on animated gif technology, the video is blocked by certain email clients like Outlook 2007. REI A/B tested the email, providing animation video to some and a static image to clickthrough to the video to others. You can see the video in action in the web-hosted version.
In addition to the animated video, REI also included animation to highlight product features the animated portion of the email:
Sears was the first major online retailer to use embedded video, using technology from VHD Technology (see Dec. 15 AM Inbox).
Macy’s, 3/2 — Free Shipping on top-rated items, reviewed by shoppers like you!
A sign of how impactful and important preheader text can be, in this email Macy’s includes the discount code and a call-to-action in the preheader, eliminating the need to scroll down for those subscribers who are ready to take action.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Williams-Sonoma, 3/2 — Create Incredible Easter Eggs
Harry & David, 3/2 — A Taste of Summer in Winter, only from the Fruit Experts!
Orvis, 3/2 — NEW Surfwashed Twills in 12 colors - perfect for summer! Plus, lowest Tent Sale prices!
Etronics, 3/2 — Etronics.com: Off season BBQ blitz. Cash in with winter deals on grills and accessories.
J. Crew, 3/2 — New arrivals. Shop our spring collection. In stores and online.
Home Depot, 3/2 — Look What's New! Great Patio Sets for Spring!
Art.com, 3/2 — 25% Off + Decorate for Spring
Frederick’s of Hollywood, 3/2 — Spring's sexiest pairs + free shipping.
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: AM Inbox, B and H Photo Video, Macy's, Preheaders, Product Reviews, REI, Video
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posted at 12:39 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.
4 Comments:
Bluefly also used the same model for their coats as the one on this Macy's email. Am I the only person that think she looks a bit evil? It would not persuade me to buy this sweater at all!
Curious about the results of the REI video test...will you be publishing those?
I believe that we will be. Stay tuned...
Also very interested to hear the REI vidgif results!
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