The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
Blair, 3/29 — Can you find the winning Easter egg?
A swipe file is a collection of your most successful creatives, subject lines, copy, etc. It can be used for inspiration or for repurposing and reuse. Blair’s Easter egg hunt campaign last year (see Season Finale: Easter 2009) was clearly a success because it has returned this year. What’s interesting with these reused campaigns is to see what has stayed the same and what changed. Some changes are improvements but others are likely just to freshen up the email so it doesn’t seem too much like last year’s. The two changes like I like the most are (1) the arrow pointing to the egg, which clarifies exactly what you’re looking for and (2) the “Join the Fun” call-to-action, which replaced a “Start Now” CTA.
Sam’s Club, 3/29 — Celebrate Spring with Special Savings
While I still think ads in retail emails are pretty absurd, I appreciate that Sam’s Club has started labeling their ads as such. It’s nice and subtle, but provides some transparency around what certain products are promoted.
Disney Store, 3/29 — Tee-rific Disney Tees from $5.99! Kids & Adult Styles
Preheader text should be scrutinized just like any other copy in an email. Is it interesting, descriptive, compelling and concise? The preheader message in this Disney email is incredibly redundant and could have been easily condensed down to a single line: “Shop our Spring Sale for Great Deals on Disney Kids Tees and Adult Tees”.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Victoria’s Secret, 3/29 — Get Naked: Tomorrow at Victoria's Secret.
Harry & David, 3/29 — Bunny Bonus: FREE Eggs-press Delivery Upgrade on select gifts + Offer Inside
1-800-Flowers.com, 3/29 — Two Days Only: Easter Nest Bouquet, just $19.99
Cooking.com, 3/29 — Easter Brunch Recipes: Bacon & Eggs, Scones and More
J. Crew. 3/29 — Introducing the fringed MacAlister boot for her
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