AM Inbox: Ralph Lauren unveils opening ceremony uniforms

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

Ralph Lauren, 7/12 — Official Opening Ceremony Uniforms Revealed On The Today Show

Ignoring the “Made in China” furor over the opening ceremony uniforms, this email is very savvy. It begins with a news hook that mentions The Today Show, promotes Olympic clothing and collectables, and then ends with a social call-to-action that incentivized by donations being made to the U.S. Olympic Committee. Each of the three layers of the email appeals to a different emotion or need, which increases the chance of a subscriber clicking through and taking action.

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J&R, 7/12 — Summer Clearance Sale -- The Biggest Savings of the Summer!

J&R tears down the big tent strategy on Facebook and replaces it with three different pages to better target followers with relevant content.

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Barnes & Noble, 7/12 — Surprise! Save Up to 50% – How Cool is That?‏

I’ve seen animated mystery deals or ascending/descending promotions before—in fact, I’ve seen the melting or eaten popsicle image before. But what’s new here are the drips at the end of the animation, with the biggest drip being used to highlight the end date of the promotion. Really delightful.

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And here’s the animated portion of the email:

SUBJECTIVITY SCANNER: Select noteworthy subject lines

HP, 7/12 — Smart Deals for Back to School - Get Your Gear Here!‏

The Children’s Place, 7/12 — Extra 60% Off Clearance Starts Today + BTS Favorites $5 & Up

Sam’s Club, 7/12 — Preorder the Nexus 7 Tablet from Google online

J. Crew, 7/12 — Wash. Rinse. Repeat.

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