Brookstone, 10/25 — Forget about daylight savings
When a marketer returns to a messaging tactic several times, it’s a good indication that it’s very successful for them. So I tend to pay extra attention when Macy’s sends their annual letter to subscribers (see Oct. 18 AM Inbox) and Brookstone is promoting their TimeSmart Clocks around Daylight Saving Time again, as they are in this email. Brookstone sent similar emails earlier this year (see Mar. 1 AM Inbox) and back in 2008 (see Feb. 26, 2008 AM Inbox). It’s instructive to look at the incremental improvements that they’ve made to the design with each iteration. The two biggest changes are that (1) the number of clocks featured in the email have decreased over time to just three and (2) the animation went from being added as a minor element to positioned front and center. Don’t shy away from returning to past campaigns that were successful, but look for small changes that can make the email even more effective.
And here’s the animated portion of this email:
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Orvis, 10/25 — Watch Now: Betty White enters the Orvis Cover Dog Contest.
SmartBargains, 10/25 — Only 60 Days Before Christmas- Use Your Coupons
Cooking.com, 10/25 — Retro Holiday Party Recipes: Artichoke Dip, Crab Cakes + More
Fingerhut, 10/25 — Fingerhut: Top 10 Must-Have Electronics
Nordstrom, 10/25 — Sperry Top-Sider Rain Boots: Wish for Rain
Dick’s Sporting Goods, 10/25 — Beat the Cold with Free Shipping on Outdoor Apparel and Boots!
Neiman Marcus, 10/25 — Gucci: The Cruise Collection
Coldwater Creek, 10/25 — The Dress You've Been Waiting For...
J. Crew, 10/25 — Meet your new favorite skirt
Newegg, 10/25 — Get Geared Up for BATTLEFIELD 3 -- AVAILABLE NOW! $179.99 AMD FX-6100 Processor...
_____________________
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked
0 comments:
Post a Comment