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  • March 3, 2009

AM Inbox: REI's embedded video gif

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, 2/28 — Introducing REI's New Carry-on + Wrinkle-Free, Travel-Ready Clothing‏
REI, 2/27 — Rugged and Ready to Roll: REI Luggage - See the Video
Smith-Harmon client REI has begun testing "embedded video gif” using Liveclicker’s technology. Animation video is a compressed animated gif that plays like a video in an email, but without sound. Because it’s based on animated gif technology, the video is blocked by certain email clients like Outlook 2007. REI A/B tested the email, providing animation video to some and a static image to clickthrough to the video to others. You can see the video in action in the web-hosted version.

Click to view this Feb. 28, 2009 REI email full-sized

In addition to the animated video, REI also included animation to highlight product features the animated portion of the email:

Sears was the first major online retailer to use embedded video, using technology from VHD Technology (see Dec. 15 AM Inbox).

Macy’s, 3/2 — Free Shipping on top-rated items, reviewed by shoppers like you!
A sign of how impactful and important preheader text can be, in this email Macy’s includes the discount code and a call-to-action in the preheader, eliminating the need to scroll down for those subscribers who are ready to take action.

Click to view this Feb. 28, 2009 email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Williams-Sonoma, 3/2 — Create Incredible Easter Eggs‏
Harry & David, 3/2 — A Taste of Summer in Winter, only from the Fruit Experts!‏
Orvis, 3/2 — NEW Surfwashed Twills in 12 colors - perfect for summer! Plus, lowest Tent Sale prices!‏
Etronics, 3/2 — Etronics.com: Off season BBQ blitz. Cash in with winter deals on grills and accessories.‏
J. Crew, 3/2 — New arrivals. Shop our spring collection. In stores and online.‏
Home Depot, 3/2 — Look What's New! Great Patio Sets for Spring!
Art.com, 3/2 — 25% Off + Decorate for Spring‏
Frederick’s of Hollywood, 3/2 — Spring's sexiest pairs + free shipping.‏

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