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  • August 4, 2009

AM Inbox: First reference to Labor Day

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

1-800-Flowers, 8/3 — Only $19.99—Summer Roses, Gerberas and more!‏
1-800-Flowers gives us our first reference to Labor Day in their “Upcoming Occasions” listing. For insights and ideas to help you play your Labor Day campaigns, check out the Labor Day 2008 Season Finale.


Williams-Sonoma, 8/3 — Recipes by New American Chefs: Part 1 of a Series, Using Lodge Skillets‏
I often talk about the Content Imperative, that for many brands it’s just not enough to simply present a product anymore. You have to go beyond the product itself and provide context—whether it’s story-telling, how-to instructions, testimonials, or some other content that provides a bigger picture. Williams-Sonoma gives us a great example of the Content Imperative in action with this email, which is the first of four emails in their New American Chef Series. The series profiles 10 American chefs, provides recipes and highlights products needed for those recipes. This email does a good job of presenting the various elements of the series—chef, recipe and products—in four content blocks and setting expectations for the next three emails.


SUBJECTIVITY SCANNER: Select noteworthy subject lines
Linens ’n Things, 8/3 — Back to School Makeover: Save 10% on Beauty‏
Hanna Andersson, 8/3 — ALL Underwear On Sale First Markdowns On Back-To-School!
Finish Line, 8/3 — Free Shipping On The Best Backpacks!
Harry & David, 8/3 — Peachfuzz Buzz: FREE Standard Delivery on Oregold Peaches!
J. Crew, 8/3 — Instant heirlooms‏

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