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  • July 17, 2012

AM Inbox: Steering the conversation

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

Eddie Bauer, 7/16 — Backpacks: Life Is An Adventure. Get Packed.
With the back-to-school season now underway in earnest, a number of retailers are promoting backpacks for school. Eddie Bauer exploits this conversation and bends it to their strengths in this email by leading with a school-appropriate backpack but then following with four hiking backpacks.

July 16, 2012 Eddie Bauer email

Blue Nile, 7/16 — Inspiration for Everyone – View Our Most Popular Rings Pinned on Pinterest
Over 40% of major retailers have promoted Pinterest in their emails—whether it’s their pinboards, a Pinterest contest or adding a “Pin it” button. But while most of these retailers are simply adding a Pinterest icon that links to their pinboards, more retailers are starting to leverage activity on Pinterest to create email content, as Blue Nile does in this email. Just retailers have promoted top-reviewed and most-Liked items, Blue Nile promotes the rings that have been pinned the most on Pinterest. In my Email Insider column today, I talk about being “open” as a way of creating relevance. Giving your Pinterest followers a voice in their emails is one way to accomplish that.

July 16, 2012 Blue Nile email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Target, 7/16 — This week at Target: Black Friday-like deals all week. In store & online.
Costco, 7/16 — Back to School Event Starts Today! NEW Exclusive Online-only Offers Valid Through 7/29.
Sam’s Club, 7/16 — Save more on gear and gadgets for college
Wayfair, 7/16 — Light up a life: we'll donate $5 to Habitat for Humanity with every lighting purchase!
Brookstone, 7/16 — POOL CLOSEOUT... Hurry, these deals won't last!

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