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  • June 17, 2011

AM Inbox: First reference to back to school

>>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:


Apple, 6/16 — A smart offer for college students.

Apple gives us our first reference to back to school. It can be a little tough to always discern the transition from graduation messaging to back-to-school messaging, but typically back to school starts at the end of June. This Apple email is definitely ahead of the curve. For insights and inspiration for your back-to-school campaigns, check out the 2010 Back-to-School Season Finale.


Click to view this June 16, 2011 Apple email full-sized


Kmart, 6/16 — Save on HDTVs + save up to 30% on patio‏

There is tons of “dads and grads” messaging in June but most of it just promotes an across-the-board discount or offer. This Kmart email stands out in that it promotes TVs for both dads and grads but recognizes that you’d likely get your dad a much bigger TV than you would for your grad. That two-tiered messaging makes a lot of sense.


Click to view this June 16, 2011 Kmart email full-sized


Nike Store, 6/16 — Just Do It: The Collection‏

The Dallas Mavericks won the NBA championship last Sunday night, but you’d never know it from reading the promotional emails of the top sporting goods retailers. Usually within a few hours of the Super Bowl and other big sporting events ending, retailers are in their subscribers’ inbox promoting championship merchandise, looking to capitalize on the excitement of the moment. But this is actually the first Congrats to the Mavericks that I’ve seen all week, and it’s a tiny reference at that. Not sure what happened here.


Click to view this June 16, 2011 Nike email full-sized


SUBJECTIVITY SCANNER: Select noteworthy subject lines

Tiffany & Co., 6/16 — Introducing Tiffany’s Guide to Love and Romance [promoting their new website, whatmakeslovetrue.com]

Yoox, 6/16 — Vivienne Westwood's new eco-collection launches on yoox.com

Barnes & Noble, 6/16 — Dad's Day is Sunday! Visit a Store and Save 15% on a Gift He'll Love.‏

Sports Authority, 6/16 — REMINDER: Father's Day is this Sunday. These 2 Day Specials End Saturday‏

Brookstone, 6/16 — Only Hours Left to get Next Day Delivery for Father’s Day!

Sears, 6/16 — Hey Kids! Make a BBQ Tool Caddy for Father’s Day at the Sears Kid’s Workshop this weekend‏

Toys “R” Us, 6/16 — Hot Gifts for Dad! Plus, 2 Day Bonus Deals on Swing Sets, LEGO & More!‏

Neiman Marcus, 6/16 — What's on our Fashion Director's list? + Free shipping‏

Fingerhut, 6/16 — Fingerhut: Visit the FunZone for a Chance to WIN a Netbook – Learn More!‏

Lands’ End, 6/15 — Two words you've waited all season to hear: SUMMER SALE‏

Backcountry, 6/16 — Wise Up - Sack Up with Smartwool‏

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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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