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  • October 5, 2011

AM Inbox: Models as the message

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

Lands’ End, 10/4 — Warm walks, warmer hearts
Needless to say, models are an important element in connecting with your customers. Beyond helping your customers identify with your brand, your model choice can also make a social statement. In this email, Lands’ End uses shelter dogs to model their doggie apparel and pairs that with an appeal to adopt dogs from shelters—as one of their staffers did during the shoot. Along with this social statement is a social call-to-action for subscribers to share stories about shelter dogs they’ve adopted. Judging by the reaction on their Facebook wall, the campaign generated a lot of goodwill, in addition to highlighting product. Those comments also mention that Lands’ End used this campaign in their current catalog too, so this campaign involved at least four channels (email, web, social and catalog).

Other retailers have also made statements with the models that they’ve used. For instance, Spiegel’s “Take Our Daughters to Work Day” campaign featured staffers’ daughters, each of which exemplified one of Spiegel’s Signature Styles (see Apr. 24, 2009 AM Inbox). For another email, Spiegel used some educators as models for a back-to-school campaign that asked subscribers to share the discount in the email with their favorite teacher (see Aug. 6, 2010 AM Inbox). Ann Taylor (see Aug. 6, 2010 AM Inbox) and J. Crew (see Mar. 16 AM Inbox) have also used staffers as models for campaigns.

Click to view this Oct. 4, 2011 Lands’ End email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Kohl’s, 10/4 — These Boots Are Made For: A) Walking B) Style C) All of the Above
The Company Store, 10/4 — Don't Miss Out On National Family Pajama Night!‏
Barnes & Noble, 10/4 — BOO! Don't Be Scared to Save Up to 30% On Halloween Essentials!
Blair, 10/4 — A Halloween favorite at 50% off. Free shipping, too.‏
J&R, 10/4 — Get Your Spook On: Horror Movies & More Just 2 for $12!
Oriental Trading, 10/4 — Get the best treats delivered for free. As low as 10¢ a piece!
Cooking.com, 10/4 — Costumes, Candy, and Cupcakes Too! Perfect Halloween Treats
Toys “R” Us, 10/4 — 2-Day Halloween Specials! Candy Only $2.49, Plus Costumes ON SALE!
NFLshop, 10/4 — [Just Released] NFL Breast Cancer Awareness Rally Packs!‏
JC Whitney, 10/4 — October is Fall Car Care Month | Save up to $40
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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