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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:
Eddie Bauer, 10/15 — All
Down on Sale. First 2 Days: Free Shipping on All Orders.
This Eddie Bauer email immediately intrigued me. At first I
was drawn to the testimonial component, which is really a testimonial wrapped
in a testimonial since not only is the celebrity endorsing the product but they’re
also saying they recommend it to their family. With so much promotional
messaging cold and faceless, I’m always drawn to brands that show personality, whether
it’s via staffers, celebrities or customers. I was also drawn to the short bios
of these people and what they’d accomplished. But then it hit me: These
endorsements borrow language from election ads—the ubiquitous “I am so-and-so
and I approve this message”—and recast it as “I am so-and-so…and Eddie Bauer is
my Down.” Tying into the current public conversation (in a non-partisan way) is
usually a reliable way to boost relevancy.
Brookstone, 10/15 — Spooky
candles, sweet deals - save 20%
It’s two holidays for the price of one in this Brookstone email,
which promotes Halloween candles that come with a set of clear holiday bulbs.
There’s quite a bit of entertaining and cooking messaging that spans
Thanksgiving and Christmas, but it’s pretty unusual to be able to tie together
Halloween and Christmas.
SUBJECTIVITY
SCANNER: Select noteworthy subject lines
Barnes & Noble, 10/15 — Trick or Treat! Halloween Books,
Toys, DVDs & More
Saks Fifth Avenue, 10/15 — Men's guide: 3 steps to winter
Bed Bath & Beyond, 10/15 — A 20% off online offer is
waiting in your cart.
Sportsman’s Guide, 10/15 — Win a $100 Gift Card! 'Like' The
Guide on Facebook and get in on the fun...
_____________________
BROWSE...
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