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  • May 1, 2008

AM Inbox: Shopping the video

>>Join me and experts from Compendium Blogware and Habeas for a free webinar on blogging and email on May 20. Learn more.

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

Bluefly, 4/30 — Dresses: b*swingy, mini & flirty
In this email, Bluefly includes a prominent call-to-action to “Shop the Shoot!” That call-to-action turns out to be fairly literal, as the landing page is a blog post on their Fly Paper blog that has a video console that has built-in product viewing capabilities. Just click on the “Click here to buy” button and it brings up a listing of products included in the view, each with button to jump to that part of the video. It also brings up a product description, pricing info and a “Buy Now” button. It’s an interesting way of creating a bridge between your blog and ecommerce site, and another example of video powering sales.

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Kmart, 4/30 — Give Mom a gift fit for a queen, on sale at Kmart
Kmart is the latest in what is now a long list of retailers that have changed their preheader text during the past two months (explore Preheaders tag). In their case, they drop their whitelisting instructions and add a preheader message, keeping their preheader text to a nice, neat single line. At the same time, they’re using a new search button and a different arrangement on their Mother’s Day countdown that’s not nearly as tight as their previous arrangement.

Here’s the new header and preheader…

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…and the old header and preheader from an April 25 email:

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Spiegel, 4/30 — On Sale Today Only, The Perfect Gift for Moms of All Ages!
Several retailers have presented Mother’s Day gifts in terms of personas—the artsy mom, the sporty mom, etc.—but Spiegel is the first to present gifts by age. Kids may not be in tune with what’s age appropriate for their mother and this email plays off that concern. Spiegel covers gifts for moms in their 20s through 60s.

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TigerDirect, 4/30 — $299 Laptop...22" LCD $199...37" HDTV $599
A couple of days after Montgomery Ward made a play for tax rebate checks (see April 29 AM Inbox), TigerDirect makes their pitch.

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Buy.com, 4/30 — Mother's Day is May 11th. Save on Thousands of Gifts She'll Love.
Harry & David, 4/30 — Last day to guarantee Mother's Day arrival by standard delivery
Neiman Marcus, 4/30 — Great Mother's Day gifts + FREE GIFT WRAP & FREE SHIPPING
Sharper Image, 4/30 — FREE SHIPPING for Mother's Day
Road Runner Sports, 4/30 — Mother's Day made easy + $25 Gift for you!
Ann Taylor, 4/30 — Great gifts for great Moms.
Finish Line, 4/30 — Show Your Toes--Sandals For Any Lifestyle!
eBags, 4/30 — Insiders: EXTRA 20% off - Summer travel made easy.
Bloomingdale’s, 4/30 — Our Favorite Beauty Must-Haves For Summer

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