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  • April 29, 2009

AM Inbox: How to integrate an ad into an email

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

NFLshop, 4/28 — 2009 #1 Draft Pick Jerseys Are Now Available!
I’m not a big fan of ads in retail emails, but if you’re going to do it, integrate it into the design. Don’t have it tacked on to the right side of your email or in other awkward positions. The NFLshop shows you how to do it in this email, which has a GNC ad integrated right into the flow of the design. The use their standard font set in tandem with the GNC logo and a link to GNC.com. Smith-Harmon client General Mills does an excellent job of integrating ads into their Betty Crocker emails.

Click to view this Apr. 28, 2009 NFLshop email full-sized

L.L. Bean, 4/28 — Summer Comfort: The Long & Short of It‏
L.L. Bean gives us another excellent example of how to use animated gifs to produce a subtle, yet striking effect. Delightfully illustrative.

Animated portion of Apr. 28, 2009 L.L. Bean email

Office Depot, 4/28 — Check out our new site. Redesigned just for you.
Office Depot dedicates their subject line to announcing that they’ve redesigned their website, but in the email itself there’s only a preview pane banner to back up the subject line. It’s likely that this is a soft launch announcement and that we’ll see a more expansive email outlining the changes and benefits for customers. If not, Office Depot will have missed an opportunity to sell the redesign. For examples of how other retailers announced website redesigns, explore the Website Relaunch tag.

Click to view this Apr. 28, 2009 Office Depot email full-sized

Walgreens, 4/28 — Don't Forget Mom! Save $10 thru May 2‏
The idea is cliché but this super-mom creative is still fun. Plus, I like how the “WONDERMOM” discount code supports the creative.

Click to view this Apr. 28, 2009 Walgreens email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Cabela’s, 4/28 — Gifts for Mom @ Cabelas.com‏
Saks Fifth Avenue, 4/28 — Mother's Day Best Sellers‏
SonyStyle, 4/28 — Save big on VAIO notebooks for Mother's Day‏
RedEnvelope, 4/28 — 20% off a special gift for Mom - expires this Friday
Oriental Trading, 4/28 — Free shipping plus save 15% on patriotic values‏
Bluefly, 4/28 — Laps of Luxury‏ [promoting swimwear]
Crutchfield, 4/28 — Free Blu-ray, free sub, free TV wall mount, free Bluetooth...
Newegg, 4/28 — Early Adopter Edition: $239.99 EVGA GeForce GTX 275 Graphics Card...

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