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  • October 5, 2009

AM Inbox: How many kinds of value are you bringing to bear?

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

Ralph Lauren, 10/3 — Go Behind The Scenes At The Spring 2010 Fashion Show‏
It’s not just a new collection of clothes; it’s a new story. Ralph Lauren brings that story-telling element to bear in this email, which allows subscribers to experience their spring 2010 collection in video, pictures and words—both online and on a mobile device. Ralph Lauren consistently does a great job of bringing a lot of rich context to its products so that they have artistic and emotional value, not just practical and aesthetic value. How many kinds of value are you bringing to your products in your email messaging?

Click to view this Oct. 3, 2009 Ralph Lauren email full-sized

Dick’s Sporting Goods, 10/4 — Check Out Our New Mobile Website & Get $10 Off!‏
Dick’s Sporting Goods announces that they’ve launched a mobile website in this email, which lists some of the site’s capabilities, shows screenshots and offers an incentive to use it. The only thing this email doesn’t include is the URL of the site, which I assume is m.dickssportinggoods.com. When Urban Outfitters (see June 26 AM Inbox), Sephora (see Feb. 9 AM Inbox) and Ralph Lauren (see Aug. 20, 2008 AM Inbox) discussed their mobile sites, they all included the mobile URL, creating a clear call-to-action to check it out. Dick’s Sporting Goods’ email has a “Shop Now” call-to-action, which is confusing since what they really want subscribers to do is check out the mobile site.

Click to view this Oct. 4, 2009 Dick’s Sporting Goods email full-sized

Here’s the animated portion of the email:

Hit refresh to view the animated portion of this Oct. 4, 2009 Dick’s Sporting Goods email again

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Victoria’s Secret, 10/4 — Announcing our Fashion Show Model Search! Details Inside.
TigerDirect, 10/2 — Early Black Friday: $199 Micro Projector...28" 1080p $259...Garmin Nuvi $139...HP Touchsmart $799...1gb Netbook $219...Much More‏
Brookstone, 10/2 — Spooky Halloween decor-plus FREE SHIPPING SITEWIDE!‏
Oriental Trading, 10/2 — Spend less on clever costumes: Save $5 + shipping is free‏
Toys “R” Us, 10/4 — Get A FREE $25 Gift Card plus 33% Off Halloween Costumes!‏
Petco, 10/4 — Celebrate Howl-O-Ween With Us & Win!‏
Target, 10/4 — Fab fall deals: Select offers on Halloween costumes, apparel and furniture.
Sports Authority, 10/4 — Make A Statement & Support Breast Cancer Awareness‏
Chadwick’s, 10/2 — Limited time offer- Shop now, PAY NEXT YEAR!‏
Costco, 10/3 — Shop Costco.com for a Whole Latte Savings!

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