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  • March 9, 2011

AM Inbox: Striking a balance between products and content

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

Williams-Sonoma, 3/7 — New & Exclusive GreenPan – Grill Indoors for Under $100‏
In the secondary messages, Williams-Sonoma provides another great example of pairing products with content—in this case, cookware with recipes. Depending on the content that you have, it’s worth testing where you place the emphasis. Engaging with content as the primary message has proven to be just as effective at selling product, in some cases. That said, what we see here with this email is the norm—a solid focus on product with the content in a supporting role. As they have in the past, Williams-Sonoma does a bit of brand-building with the content that they offer, aligning themselves with some great steakhouses.

Click to view this Mar. 7, 2011 Williams-Sonoma email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Finish Line, 3/7 — Feeling Lucky? You could save up to 30%!
Walgreens, 3/7 — Savings are in Bloom: Allergy, Cleaning Essentials & More + 15% OFF Contact Lenses‏
Kmart, 3/7 — Save at Kmart on ALL patio furniture for spring, plus toning shoes & scooters.
Hanna Andersson, 3/7 — Starting at $14 - new sun-protective swimwear!
Frederick’s of Hollywood, 3/7 — What is black and white and curvy all over? Find out with $15 off your order.
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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