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  • June 21, 2012

AM Inbox: News hooks + skinny emails

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

Sears, 6/20 — Ready for the storm? We have what you need: generators, chain saws & more
Sears leverages news about this year’s hurricane season to both inform subscribers and offer products to help them prepare for storms—including a Hurricane Preparedness Checklist. Using current events and news as a hook gives products more relevance by providing context, justification and urgency. Had Sears simply promoted generators and chainsaws the email wouldn’t have been nearly as effective.

June 20, 2012 Sears email

Norm Thompson, 6/20 — SHIP FREE | See Who Made the List - Top 5 Sandal Brands
In this email, Norm Thompson goes skinny with their design to make it more mobile-friendly. Dell used the same approach in an email last November Dell (Nov. 11, 2011 AM Inbox). While retailers have a ways to go to make their emails more friendly on smartphones, in general the preferred approach appears to be to increase the size of their images and text rather than go skinny to minimize any scaling down that might happen on mobile devices.

June 20, 2012 Norm Thompson email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Brookstone, 6/20 — SO HOT! Mighty Cool Fans--Save up to 50% (In Stores and Online)
Orvis, 6/20 — Get 'em while it's hot: Summer clothing, gear and accessories.
Lands’ End, 6/20 — New! Best-in-class backpacks & uniforms — made better by Lands' End
Eddie Bauer, 6/20 — You Bring the S'mores, We'll Bring the Tents. Plus, Free Shipping.
Sports Authority, 6/20 — Save on Bikes and Biking Accessories! Plus, Double Points on All Bikes
Sportsman’s Guide, 6/20 — You're missing out on Double Discount... Join the Buyer's Club Today!... from The Guide
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