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  • October 1, 2009

AM Inbox: RitzCamera introduces new sister brand

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

RitzCamera, 9/30 — Introducing ScrapbookingAlley.com! Plus, Win a Purple Cows Trimmer‏
RitzCamera introduces their new site, ScrapbookingAlley.com. They follow several best practices for introducing sister brands: (1) They use the familiar RitzCamera sender address and sender name, not the ones for the sister brand. (2) They use the familiar RitzCamera email template and branding. (3) They succinctly explain what the sister brand offers and provide a discount to encourage shopping. And (4) they give RitzCamera subscribers and opportunity to sign up for emails from the sister brand—including a sweepstakes sign-up incentive. While this is not the prettiest execution, it has all the right elements for a solid sister brand introduction.

Click to view this Sept. 30, 2009 RitzCamera email full-sized

Orvis, 9/30 — 90+ hats to fit every activity. Plus 30 new hats for fall.
RSS and blogs have fallen off the radar screen a bit because of the intense focus on social media, but this is still a healthy channel to explore. In this email, Orvis adds a link to their RSS subscription page to the bar that includes their “join our community” and SWYN links. Like many retailers, Orvis uses their RSS channels for alerts—in this case, new product and sale alerts.

Click to view this Sept. 30, 2009 Orvis email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Disney Store, 9/30 — Save Up to 40% on Halloween Costumes for the Whole Family!‏
Neiman Marcus, 9/30 — Our COLD WEATHER SHOP will warm you in style‏
Eddie Bauer, 9/30 — Free Shipping With Any Outerwear Purchase!
Lands’ End, 9/30 — Today only: $20 Fleece, $25 Down Vests + FREE SHIPPING‏
Alloy, 9/30 — Fall's Must-Have Dresses + Free Shipping‏
Kohl’s, 9/30 — Introducing LC Lauren Conrad, 30% Off the Entire Collection‏
Sony, 9/30 — BRAVIA HDTVs 24 months no interest financing + free shipping‏
Toys “R” Us, 9/30 — Get Your FREE Toy Story Key Chain & Check Out Our Online Toy Story Comic Book!
SmartBargains, 9/30 — It's Our Anniversary. You Get the Gift: 25% Off Everything!

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