The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
REI, 6/1 — Online Now: The REI Summer Catalog is Here!
In this email, REI uses animation to mimic their online catalog
. The page-forward and, in particular, page-back buttons create strong, instinctive calls-to-actions as readers naturally want to take control of the catalog paging. This is a great use of animation in an email.
Here’s the animated portion of the email:
J. Jill, 6/2 — It's a tee party! | $10 off linen essentials
It is human nature to look where others are looking and J. Jill uses that tendency to guide subscribers down through the email from one model to the next. Very nice execution.
Lowe’s, 6/1 — Meet Tom -- He Learned the Hard Way
I’m not sure the body of the email fully lives up to the fantastic subject line, but the concept is really great and this is probably the strongest pitch for MyLowes that I’ve seen because it’s not just about convenience but performance.
Barnes & Noble, 6/1 — Make Dad's Day - Up to 50% Off Gifts He'll Treasure
Consumers have been programmed to ignore ads in pretty much every channel, so the last thing you want your content to look like is an ad. In this Barnes & Noble email, the Steiner banner looks like an ad, but (much to my surprise) it actually takes you to a selection of Steiner sports memorabilia on bn.com. The banner probably would have performed better if it had been placed right below the navigation bar, but the best execution would have had it styled just like other content in the email.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Brookstone, 6/2 — Dad taught you how to drive a good bargain
Bed Bath & Beyond, 5/31 — A 20% off online offer is waiting in your cart. For Dads, Granddads, Great Granddads.
J&R, 5/31 — We've Got What Dad Really Wants -- Plus, Free Shipping On Orders Over $49!
Bloomingdale’s, 6/1 — Distinctive Father's Day Gifts
Williams-Sonoma, 6/2 — 20% Off Outdoor Gifts for Dad
The Children’s Place, 6/2 — Starting At $3 - Summer Camp Must-Haves
Target, 5/31 — Top-Rated patio sale: find all the faves.
Kmart, 6/1 — Holy smokes! All grills are on sale: 5-20% OFF
L.L. Bean, 6/1 — 20% Off All Boats and Thule Racks
Nordstrom, 5/31 — J Brand: Denim Cutoffs in Hot Summer Colors
Ralph Lauren, 6/1 — Summer Essentials: Explore the Best Of The Season
Target, 6/2 — Find your perfect summer dress. It's on sale, too.
Ann Taylor, 6/2 — Introducing The Ann Taylor Miracle Dress!
Sears, 6/1 — Fly over to Sears Kid's Workshop and make a birdhouse this Saturday
Lowe’s, 6/2 — Broken Appliance? FREE Next-Day Delivery & Haul Away