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  • September 11, 2007

AM Inbox: Critique-a-video day

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

Neiman Marcus, 9/10 — Happy birthday Neiman Marcus! Celebrate with FREE SHIPPING
Neiman has been doing a lot of video lately. This video birthday card had a lot of potential, but I found it a bit off-putting and even alienating. Now granted, I’m certainly not a frequent Neiman shopper, so I’m not their ideal target, but the video feels like an inside joke—and I’m on the outside. The video features many designers and other fashionistas wishing Neiman a happy 100th birthday. There were several big names in there that I recognized, but there were lots that I didn’t and Neiman didn’t give me any help because they didn’t use captions with the people’s names. Again it made me feel like since I didn’t know who all these people were that I shouldn’t be watching the video, and I think the whole point of using video is to engage people, to be inclusive. So this was a good idea gone awry for me.

Bluefly, 9/10 — Get Ready for Fall with L.A.M.B., Alice & Olivia, Chaiken, Tory Burch & More...
Bluefly continues to use YouTube to host their videos, allowing people to find the videos via that massive video portal. I don’t know how many additional views they get from distributing it via YouTube, but I would assume that it’s significant. Anyway, in their latest video, they have models from Ford Models talking about and trying on the latest fall fashions that they like. I can’t recall them ever working with Ford on videos before so they’re probably testing this out to see how it goes. This video is a not super high in production value, but it feels very personal and conversational.

Art.com, 9/10 — DOUBLE OFFER INSIDE: 20% Off PLUS Free Shipping
Art.com has done these Featured Artist boxes before (and has even featured Klimt before), but this time they’ve added a trivia question for more interactivity. (The answer: Siouxsie and the Banshees’ album’s art “A Kiss in the Dreamhouse.”)

eBags, 9/10 — Closing Bell: 20% Off your purchase across all categories [promoting back to school]
PetSmart, 9/10 — Toys to keep pups playing plus tour the new PetSmart.com
Macy’s, 9/10 — Introducing The Martha Stewart Collection only at Macy's
Kmart, 9/10 — Introducing Abbey Hill
Wal-Mart, 9/10 — Score Big on HDTVs and Home-Theater Essentials
Sears, 9/10 — All TVs on Sale + Great Deals on Appliances, Tools, and MORE!
Old Navy, 9/10 — The Knits You Need: Get the Season's Must-Have Silhouettes
Gap, 9/10 — What's The Deal? New Reduced Prices On Fall's Greatest Styles
Montgomery Ward, 9/10 — New Fitness Items + Free Shipping on Engagement Rings
Cooking.com, 9/10 — Exclusive: Free Shipping on $59 + Fall Favorites
Nascar, 9/10 — 4-hours Only! Save 20% on your total purchase
Sam’s Club, 9/10 — Sam's Club has all the rage for the Digital Age
Urban Outfitters, 9/10 — Buy boots, get free shipping.

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