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  • July 18, 2011

AM Inbox: Back-to-school gift services footer

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

OfficeMax, 7/15 — Preview Our 7/17 Weekly Ad + Great Back to School Deals
Gift services footers (GSFs) continue to gradually become more popular outside of the holiday season, when nearly 19% of top retailers use them. GSFs for Valentine’s Day, Mother’s Day and Father’s Day are no longer rare, but back-to-school GSFs are, which makes this OfficeMax GSF interesting. It includes links to products by school level, including a link for teachers—just like a holiday GSF would include links to gifts at different price points or for different personas. SMS sign-ups are becoming more common elements of GSFs as well.

Click to view this July 15, 2011 OfficeMax email full-sized

J. Crew, 7/16 — too-cute swimsuits (plus, free shipping)
Forward-to-a-friend (FTAF) and share-with-your-network (SWYN) requests are usually more effective when they are positioned as part of a primary or secondary message, rather than placed in the header or footer of the email. FTAF and SWYN calls-to-action can also be more effective when the copywriting connects them with the promotional CTAs. For instance, in this J. Crew email, they are promoting their Vacation Shop and ask subscribers to forward the email to friends and family members who are going on vacation.

Click to view this July 16, 2011 J. Crew email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Crate & Barrel, 7/17 — Ace Back to School with new dorm-ready items that make the grade.
Sony, 7/15 — ACT NOW | Save up to $330 on Exclusive Back to School PC Deals
Target, 7/15 — Black Friday in July deals are here, buy now before they’re gone!
Lands’ End, 7/16 — May cooler heads prevail. And arms, legs and feet...
Costco, 7/16 — Stay Cool While Shopping For Hot Buys On Costco.com!
J. Jill, 7/15 — Let us introduce you...Pure Jill melange has just arrived.
Ann Taylor, 7/15 — Our New Pre-Fall Collection Has Arrived! Shop New City Chic...
Abercrombie & Fitch, 7/17 — Get Soft and Pretty in lace!
Drs. Foster & Smith, 7/16 — "Pet Tails" - Stories from our Clinic
JC Whitney, 7/15 — For Email Subscribers Only | $50 Off, Ends Sunday - Shop Now!
Ann Taylor, 7/17 — Enter To Win A New Ann Taylor Wardrobe & Other Great Prizes On Facebook!
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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