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  • March 15, 2012

AM Inbox: Dynamic content for browsed products

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

TigerDirect, 3/14 — Hot Upgrades & More: 1TB Portable HD $89...HP Officejet Printer $39...Triple Core PC Kit $199...HD Sound Bar $49
TigerDirect does something that none of the other retailers I track do: They use the right-hand “margin” for ads and other promos. The content never extends very far down the email so it has a tacked-on feel and being so far to the right some subscribers may not even see the content. In this email they use the space in a new way, highlighting products that I’ve browsed recently using dynamic content. I’m not sure about the placement, but the idea is the right one.

UPDATED 3/15: Disappointingly, it appears that this email didn't use dynamic content at all, that it was just a crazy coincidence that I happened to look at those items recently. So I suppose we should file this post in the "What Could Have Been" folder.

Mar. 14, 2012 TigerDirect email
View this email full-sized.

Avon, 3/14 — Dresses from $19.99 - Real Women, Real Looks!
Following the lead of Ann Taylor (see Aug. 6, 2010 AM Inbox) and others who have used staffers as models, Avon does a makeover on six of their associates. But the follow-through doesn’t nearly make the most of this storyline. Clicking through only takes you to the dress the associate is wearing. The subject line and body copy is dress-focused, but there was an opportunity for the landing page to tell a full-body makeover story, discussing the dresses, shoes and accessories worn by the associate and the hair, face and other beauty products that they used as well. Instead, the landing page is just the product page for the dress being worn. Perhaps this is just the first in a series of makeover emails, each of which will focus on a different aspect of the makeover. I hope that’s the case.

Mar. 14, 2012 Avon email
View this email full-sized.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
J&R, 3/14 — March Markdowns. . . Slam Dunk Savings on TVs & More!
Williams-Sonoma, 3/14 — Free Shipping on Exclusive Egg Decorating Kit plus more Easter Items
Fingerhut, 3/14 — Fingerhut: Take a Sneak Peek at Spring Big Book – 700 NEW ITEMS!
Eddie Bauer, 3/14 — Meet the Crinkle Dress. Plus, Free Shipping.
American Eagle Outfitters, 3/14 — All AE Shorts & Crops On Sale
Norm Thompson, 3/14 — Ship Free | Cause SHOE ENVY...and feel good about it!‏
Sony, 3/14 — A Sight to Behold | Meet the New Product Lineup From Sony‏
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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