AM Inbox: Bringing trusted sources into your emails

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The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Ann Taylor, 8/10 — Editors Love...Our New Leopard Sheath Dress‏
Last month MediaPost shared some research on which sources of information are most trusted by consumers. Email was in the middle of the pack. Consider ways that you can bring more trusted sources into your email program. For instance, magazines are trusted more than email, so consider doing what Ann Taylor does in this email by prominently quoting what a reputable magazine says about your products. It’s a smart way to bring more credibility to your message.



Brookstone, 8/10 — Win the Ultimate Dorm Room Makeover‏
To boost sales, Brookstone is running a back-to-school sweepstakes. What I really like is the tailored language on the SWYN call-to-action. It probably would have performed better had they moved it up before the prize section or beside the “Click for details…” button, but I like how SWYN was integrated into the message, not just a generic appeal at the bottom of the email.



Hanna Andersson, 8/10 — First Time Backpack Savings For Girls Hurry Before School Deals End!‏
In yesterday’s AM Inbox I mentioned how Hanna Andersson was one of the few retailers to include icons in their navigation bar. Here’s what it looks like:



SUBJECTIVITY SCANNER: Select noteworthy subject lines
Lands’ End, 8/10 — Ends today: Up to 30% off Back-to-School Sale + Free Shipping‏
Linens ’n Things, 8/10 — Save an Extra 10% on Back to School Bedding: Coupon Inside‏
Sears, 8/10 — Up To 50% Off Back To School Styles‏
Eddie Bauer, 8/10 — New Fall Collection - Be First To Shop!
Coldwater Creek, 8/10 — $25 off + New Looks = A fabulous, value-filled Fall!
Urban Outfitters, 8/10 — Fall Essentials (In Stores & Online!)
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