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  • October 23, 2012

AM Inbox: Pin this or that?

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

Sephora, 10/20 — Love It. Shop It. Pin It.
While a majority of major online retailers have promoted their pinboards in their promotional emails, only 8% have used a “Pin it” button in their emails. In this email, Sephora uses “Pin it” as the primary call-to-action, pushing the typically dominant “Buy it” button out into the right-hand margin. Sephora organizes their products by color here, which is a fairly common theme for pinboards, so their targets are clear with this strategy.

Oct. 20, 2012

Lowe’s, 10/21 — Forget Jack-O-Lanterns -- Try This
Lowe’s takes a slightly different approach, appealing to Pinterest users who pin DIY craft and seasonal decorating ideas, which is also a very common theme. In the cases of both Sephora and Lowe’s, they’re clearly familiar with the types of pinboards people create and the types of content that’s popular to pin. So while “Pin it” buttons are rare, when they’re wisely paired with the right kind of content as these are, they maximize the chance for Pinterest buzz.

Oct. 21, 2012 Lowe’s email

Kmart, 10/19 — RCA 32'' LED HDTV, only $228 + up to 65% OFF shoes for the family
Most people tend to think of the holidays—particularly Black Friday and Cyber Monday—as a great time to get some great deals, but there’s evidencethat this is more perception than reality in some cases. This Kmart email banner seems to acknowledge this by saying, “Lock in today’s low prices.”

Oct. 19, 2012 Kmart email

Urban Outfitters, 10/19 — CAPS ON LOCK - New men's hats and more...
I’m a sucker for typographical humor, so I had to share this Urban Outfitters subject line. Enjoy, word nerds and font freaks. :)

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Drs. Foster & Smith, 10/20 — Celebrate a Safe & Fun Halloween With Your Pets
Brookstone, 10/21 — Perfect for scaring the trick-or-treaters...
Wayfair, 10/19 — Weekly Open House: plan a Halloween party, decorate with all-black accents, shop tailgating essentials, and more.
Musician’s Friend, 10/19 — Wicked Savings Up To $1500
Disney Store, 10/19 — Last Weekend to Get Costumes in Time for Halloween!
Cooking.com, 10/20 — Stock Up On Thanksgiving Essentials + Free Shipping
Oriental Trading, 10/20 — Get crafty this Christmas! We'll pay shipping.
Coldwater Creek, 10/19 — Free shipping - GOOD. $30 off - BETTER. New sale items - BEST!
J. Crew, 10/20 — Whiskey, fires, Fair Isle
Eddie Bauer, 10/19 — 5 Reasons Eddie Bauer Makes The World's Best Down. All on Sale.
Dell, 10/19 — Introducing all new All-in-One touch-screen computers powered by Windows 8.

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