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  • October 16, 2012

AM Inbox: I am Chad White and I approve this post

>>Miss the holiday email marketing webinar? The webinar recording and slides are now available for download.

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

Eddie Bauer, 10/15 — All Down on Sale. First 2 Days: Free Shipping on All Orders.
This Eddie Bauer email immediately intrigued me. At first I was drawn to the testimonial component, which is really a testimonial wrapped in a testimonial since not only is the celebrity endorsing the product but they’re also saying they recommend it to their family. With so much promotional messaging cold and faceless, I’m always drawn to brands that show personality, whether it’s via staffers, celebrities or customers. I was also drawn to the short bios of these people and what they’d accomplished. But then it hit me: These endorsements borrow language from election ads—the ubiquitous “I am so-and-so and I approve this message”—and recast it as “I am so-and-so…and Eddie Bauer is my Down.” Tying into the current public conversation (in a non-partisan way) is usually a reliable way to boost relevancy.

Oct. 15, 2012 Eddie Bauer email

Brookstone, 10/15 — Spooky candles, sweet deals - save 20%
It’s two holidays for the price of one in this Brookstone email, which promotes Halloween candles that come with a set of clear holiday bulbs. There’s quite a bit of entertaining and cooking messaging that spans Thanksgiving and Christmas, but it’s pretty unusual to be able to tie together Halloween and Christmas.

Oct. 15, 2012 Brookstone email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Barnes & Noble, 10/15 — Trick or Treat! Halloween Books, Toys, DVDs & More
Saks Fifth Avenue, 10/15 — Men's guide: 3 steps to winter
Bed Bath & Beyond, 10/15 — A 20% off online offer is waiting in your cart.‏
Sportsman’s Guide, 10/15 — Win a $100 Gift Card! 'Like' The Guide on Facebook and get in on the fun...

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