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  • July 21, 2011

AM Inbox: Best use of your assets

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

Lands’ End, 7/20 — We put a lot into our backpacks, then took 20% off
Sometimes I’m initially quite impressed with an email until I click through to the landing page to discover that there was much more that could have been done. That was my experience with this Lands’ End email. Despite the fact that you can’t even see the backpacks on two of the four kids, I like the straightforward headline and deck copy, how the product copy explains the differences in sizes, and how the kids give you a nice visual benchmark. But the hero image on the landing page reveals that they could have easily used a cool animated gif for each of the kids that would have allowed you to better gauge the size of the backpacks. This would have been a great opportunity to A/B test a static image vs. an animated one.

Click to view this July 20, 2011 Lands’ End email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Coldwater Creek, 7/20 — Those 2 words you love: Free Shipping!
Blair, 7/20 — A Christmas in July gift: free shipping.‏
The Company Store, 7/20 — Ultimate Comfort for your Dorm Room!
Abercrombie & Fitch, 7/20 — All new collegiate style is in the Elements of Ivy Collection!
SmartBargains, 7/20 — Always Wear SPF. Fashion from $15 + $35 Sheets [note: SPF = “Smartly Priced Fashion”]
J. Jill, 7/20 — White now!
Bloomingdale’s, 7/20 — Transition from Summer to Fall with Theory
Nordstrom, 7/20 — Anniversary Sale: Coats, Capes & More
Cabela’s, 7/20 — Fall Preview. Get the newest gear for the season.
Crutchfield, 7/20 — Play music in any room wirelessly
Urban Outfitters, 7/20 — Introducing: Levi's 513
Tiffany & Co., 7/20 — The Inspiration for Elsa Peretti's Bottle
Staples, 7/20 — First time ever: 25% back in Rewards, storewide!
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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