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  • October 11, 2012

AM Inbox: An editorial approach + a social milestone

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

eBags, 10/10 — The hottest bags in our busiest airports - LAX, JFK, ORD and more!
EBags brings a newsy, editorial approach to this promotion by highlighting the most popular bags at various airports. They don’t explain how they determined this, but it I assume that these are regional best-sellers. They could have added more local flavor by pairing each one with a product review quote from a buyer in that city. That would have gotten the consumer’s voice in there while also helping to explain perhaps why the particular bag was popular in that city.

It’s also worth pointing out eBags’ use of the airplane character in their subject line. It’s still a very niche tactic with 1% of retail email subject lines including a special character during September. The beginning of the subject line, as eBags does in this email, is the most popular spot to use a special character.

Oct. 10, 2012 eBags email

ShopNBC, 10/10 — Celebrate with us today!
As 1-800-Flowers.com (see Sept. 28 AM Inbox) recently did, ShopNBC celebrates a social milestone in this email. To mark the occasion, they have a mystery message that subscribers have to piece together by visiting their Facebook page, Pinterest pinboards and Twitter stream. It was easy to find the clues on those pages and it exposed subscribers to all of those channels. It reminds me of the scavenger hunt contests that were popular in the latter half of 2010 (see Jan. 26, 2011 AM Inbox).

Oct. 10, 2012 ShopNBC email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Avon, 10/10 — It's Time to Find a Cure...We Need Your Support!
Lane Bryant, 10/10 — Get 40% Off Sweaters & Face Winter With Style
Ralph Lauren, 10/10 — The Season's Best Sweaters From Polo
Backcountry.com, 10/10 — Smartwool from Head to Toe
Yoox, 10/10 — Art at yoox.com open to all 24/7

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