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  • June 16, 2011

AM Inbox: De-anonymizing trend continues

>>The 2011 Email Design Look Book celebrates 20 inspirational emails. Download it for free today.

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

Lane Bryant, 6/15 — Semi Annual Sale Online Only + Introducing Gill's Picks‏
After debuting “David’s Picks” last month (see May 23 AM Inbox), Lane Bryant introduces “Gill’s Picks,” highlighting products loved by Gill Heer, senior design director of sister brand Cacique. This appears to be an indication that Lane Bryant found success by attaching product promotions to an actual person in the organization, rather than just having the products promotions coming from the faceless company. Lane Bryant is part of a much larger movement toward brands bringing forward brand spokespersons and ambassadors. In the age of social media and bloggers, personality and context are differentiators.

Click to view this June 15, 2011 Lane Bryant email full-sized

Gap, 6/15 — NEW Father's Day Savings You Can Taste -- Take 20% Off Select Grills
In yesterday’s AM Inbox I highlighted Gap eye-catching use of negative space. This email gives us more on the same theme, with Gap overlaying negative space typography over model shots. The other noteworthy element in this email is their tactic of bookending the creative with banners promoting their free shipping offer. The Gap brands have never been afraid to repeat navigation bars and other important messaging at the tops and bottoms of their emails, wanting to make those elements omnipresent as subscribers scroll through the email. Don’t be afraid to be redundant. The repetition can make it easier for subscribers to act.

Click to view this June 15, 2011 Gap email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Spiegel, 6/15 — Flash Sale: 2 Hours Only... Hurry!
Williams-Sonoma, 6/15 — Go Behind the Scenes in America’s Top Restaurants!
Sony, 6/15 — Sony Named 2011 Brand of the Year Celebrate with Special Offers‏
Cooking.com, 6/15 — National Lobster Day - Save 10% + Free Shipping‏
Lands’ End, 6/15 — A vision in white, free shipping tonight.‏
Barnes & Noble, 6/15 — HURRY! Free Expedited Shipping on NOOK for Father's Day Ends Tomorrow‏
Lowe’s, 6/15 — NEW Father's Day Savings You Can Taste -- Take 20% Off Select Grills
J&R, 6/15 — Picture This. . . Your Dad with a New Casio Camera!‏
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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