AM Inbox: Towering holiday layer cakes
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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:
Lane Bryant, 11/4 — Email Exclusive: 30% Off Outerwear And Boots + $4.99 Shipping
During the holiday season there’s extra pressure to stuff your emails with lots of stacks of submessages. At Smith-Harmon we call this the layer-cake effect. Looking just at the body of this email, there’s a preview pane banner, the primary message and then five submessage banners—for a total of seven messages. While I love how scannable Lane Bryant’s submessage banners are, that’s a lot of messages. One way to combat the layer-cake effect is to use a gift services footer, which combines several messages into a single banner. For instance, their gift card, holiday shop and sweepstakes messages could have all be rolled into a single banner. For more on gift services footers, check out the Retail Email Guide to the Holiday Season.
Toys “R” Us, 11/4 — A Holiday Message from Shaquille O'Neal!
Holiday time is also charity time, with many retailers aligning themselves with good causes. In this email, Toys “R” Us promotes Toys For Tots and Shaq’s involvement with it. The copy’s fairly long, but the other interesting thing in this email is that Toys “R” Us apparently places the value of a new Facebook fan at $1, which is how much they’ll donate in toys to Toys For Tots for each new Facebook fan.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Ralph Lauren, 11/4 — Proud Outfitter Of The 2010 U.S. Olympic Team
Abercrombie & Fitch, 11/4 — Christmas 2009
Eddie Bauer, 11/4 — Last Day Free Shipping + Over 300 Gifts Online
Sephora, 11/4 — New products, great gifts
SmartBargains, 11/4 — Black Friday Bargain Countdown 12 Hrs Only
Williams-Sonoma, 11/4 — Save $110 on All-Clad Roasting Pan - A Thanksgiving Essential
Cooking.com, 11/4 — Turkey Recipes: Roasted, Deep-Fried and Grilled
Fingerhut, 11/4 — Fingerhut: 3 Ways to SAVE - Pick Your Favorite!
Neiman Marcus, 11/4 — Heavenly & EXCLUSIVE gowns you'll only find here
_____________________
SEARCH... Recent Posts / By Selling Season / By Topic / By Retailer / Monthly Archive
The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
Lane Bryant, 11/4 — Email Exclusive: 30% Off Outerwear And Boots + $4.99 Shipping
During the holiday season there’s extra pressure to stuff your emails with lots of stacks of submessages. At Smith-Harmon we call this the layer-cake effect. Looking just at the body of this email, there’s a preview pane banner, the primary message and then five submessage banners—for a total of seven messages. While I love how scannable Lane Bryant’s submessage banners are, that’s a lot of messages. One way to combat the layer-cake effect is to use a gift services footer, which combines several messages into a single banner. For instance, their gift card, holiday shop and sweepstakes messages could have all be rolled into a single banner. For more on gift services footers, check out the Retail Email Guide to the Holiday Season.
Toys “R” Us, 11/4 — A Holiday Message from Shaquille O'Neal!
Holiday time is also charity time, with many retailers aligning themselves with good causes. In this email, Toys “R” Us promotes Toys For Tots and Shaq’s involvement with it. The copy’s fairly long, but the other interesting thing in this email is that Toys “R” Us apparently places the value of a new Facebook fan at $1, which is how much they’ll donate in toys to Toys For Tots for each new Facebook fan.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Ralph Lauren, 11/4 — Proud Outfitter Of The 2010 U.S. Olympic Team
Abercrombie & Fitch, 11/4 — Christmas 2009
Eddie Bauer, 11/4 — Last Day Free Shipping + Over 300 Gifts Online
Sephora, 11/4 — New products, great gifts
SmartBargains, 11/4 — Black Friday Bargain Countdown 12 Hrs Only
Williams-Sonoma, 11/4 — Save $110 on All-Clad Roasting Pan - A Thanksgiving Essential
Cooking.com, 11/4 — Turkey Recipes: Roasted, Deep-Fried and Grilled
Fingerhut, 11/4 — Fingerhut: 3 Ways to SAVE - Pick Your Favorite!
Neiman Marcus, 11/4 — Heavenly & EXCLUSIVE gowns you'll only find here
_____________________
SEARCH... Recent Posts / By Selling Season / By Topic / By Retailer / Monthly Archive
Labels: AM Inbox, Charity, Christmas, Design Issues, Gift Services Footers, Lane Bryant, Social Networks, Toys "R" Us
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posted at 1:19 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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