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  • August 31, 2009

AM Inbox: Look for animation and video gif opportunities

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

Lillian Vernon, 8/28 — Costumes are Flying Off the Shelves - Get Yours & 15% Off!
When I got this email, I was immediately amused by the pun in the subject line—then was less enchanted with the errant coding in the preheader text. When I scrolled down and saw the promotion for the “talking tree face” I got that sinking feeling from seeing an opportunity missed. Instead of writing, “Visit our site to the talking tree face come to life!” this would have been a great opportunity to use an animated gif or video gif to show the product in action. I was even more disappointed by the landing page experience, which sends you to this page not found error and then launches a YouTube pop-up that plays the video of the talking tree face. Why not embed the YouTube video into the product page? The missteps here are very reminiscent of the poor landing page experience used by Hallmark earlier this month (see Aug. 3 AM Inbox).

Click to view this Aug. 28, 2009 Lillian Vernon email full-sized

Lands’ End, 8/29 — Up to 30% off the top Tops + Free Shipping sitewide‏
I don’t believe that the inset photo is of a customer, but it certainly has that vibe. If you allow photo reviews, consider pulling those images into your emails for a treatment similar to this.

Click to view this Aug. 29, 2009 Lands’ End email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
The Company Store, 8/28 — Going Somewhere? Luggage and Backpacks on SALE‏
Ralph Lauren, 8/29 — Shop Official Ralph Lauren US Open Apparel‏
Ann Taylor, 8/28 — Find Out Why The NEW ANN Is So Amazing + 30% Off & FREE SHIPPING‏
Neiman Marcus, 8/30 — Piranhas, chihuahuas, and fashion! Meet Leyendecker‏
Frederick’s of Hollywood, 8/28 — Are you a frill seeker? Here's something just for you.
Sears, 8/28 — 2 Day Economic Recovery. Friday & Saturday at Sears‏
Sam’s Club, 8/30 — Media center makeover. Deals on HDTV, Blu-ray and XBOX.
Abercrombie & Fitch, 8/30 — Rip them on, Rip them off...
REI, 8/28 — REI Labor Day Sale and Clearance on Now‏
Crutchfield, 8/30 — Over 1,600 Labor Day specials: free gear and great savings‏
J. Crew, 8/28 — her back-to-school checklist‏
HPshopping, 8/30 — Last Chance for Back to School at HP's Express Store!‏
JCPenney, 8/28 — Free Shipping + Lowest Prices for Back-to-School!‏
PC Connection, 8/28 — Hurry - Last chance to Save on Top Products for Back To School!

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