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  • November 29, 2007

AM Inbox: Advermedia in action

>>Free Webinar on Improving Your Email Marketing on Dec. 4. Learn more.

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

Bluefly, 11/28 — Bluefly on TV ... Watch Project Runway Tonight
This season Bluefly is a major sponsor of the TV show Project Runway. Bluefly is mentioned during the show (my wife watches, not me) and you can buy outfits that are similar to each episode’s winning look on Bluefly the day after. Bluefly has used their email stream to promote the availability of the winning look, to let subscribers know when the show will be on and to promote their Project Runway Sweepstakes. This is a great example of the blending of retail and entertainment/news—advermedia, if you please. With practically every publishing platform opening up, I think this is the next frontier for retailers’ long-term viability.

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Bed Bath & Beyond, 11/28 — Need gift ideas? We've got plenty.
Bed Bath & Beyond tweaked the design of their email header earlier this month. The changes were fairly subtle (which is why I didn’t notice them until now). The most notable change was that they dropped the forward-to-a-friend icon and moved the gift card link down into the tabbed navigation bar. Those changes made room for an automatic store locator that indicates the store nearest the subscriber based on their zip code. Going into the holidays this is probably a very wise thing to highlight. J. Jill and Harry & David also automatically display the store nearest you in their emails.

The other major change is that they drop the whitelisting instructions from the preheader and par down the “view this email online” language—cutting three lines of text down to one, which frees up room in the preview pane. The danger here is that fewer subscribers will whitelist them, leading to lower deliverability rates. According to the data collected for my most recent subscription study and welcome email study, Bed Bath & Beyond doesn’t encourage whitelisting during sign up and doesn’t send a welcome email, which they could have used to encourage whitelisting as well. Perhaps their practices there have changed.

Here’s the new design…
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…and here’s the old design from an Oct. 30 email:
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SUBJECTIVITY SCANNER:
KB Toys, 11/28 — 2007 Top Holiday Toys
Sephora, 11/28 — Trendy Girls Love Metallic Gifts
Costco, 11/28 — Be a Smart Santa - Shop costco.com
Sears, 11/28 — Our best customers get the best savings
Cabela’s, 11/28 — Go Christmas Shopping @ Cabelas.com
Cooking.com, 11/28 — Special Offers from Viking + Best Gifts on a Budget
Bluefly, 11/28 — Up to 40% Off - The Ultimate Gifts for Everyone on Your List
Finish Line, 11/28 — Get A Great Pair Of Boots At The Finish Line!
Spiegel, 11/28 — Introducing our Signature Fragrance Collection

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