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  • April 28, 2011

AM Inbox: The broadening of Mother's Day

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

J. Jill, 4/27 — What we're giving for Mother's Day. Plus, $20 off.‏
While mining product reviews for content is still a major content tactic, more and more retailers are turning to their staffers to generate product picks and other material for their emails. J. Crew used staffers for models last month (see Mar. 16 AM Inbox) and in this email, J. Jill uses staffers for product picks and accompanying text. I really like how they used a script font for that text. It makes it seem more personal and authentic. The other interesting trend that this email highlights is the push to broaden Mother’s Day into a kind of Women’s Day, where you also buy gifts for aunts, sisters and the other women in your life.

Click to view this Apr. 27, 2011 J. Jill email full-sized

Urban Outfitters, 4/27 — You're invited to an exclusive event...
Urban Outfitters is expanding their community presence, adding a Tumblr page to the mix. UO is actually the first major retailer I’ve seen promote their presence on Tumblr. In the past, Urban Outfitters has used Flickr as their primary photography community (see May 14, 2009 AM Inbox).

Click to view this Apr. 27, 2011 Urban Outfitters email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Williams-Sonoma, 4/27 — Win a Trip to Blackberry Farm: A Great Getaway for Mom!
Sony, 4/27 — Don't Wait, Save for Mother's Day | More Gift Ideas & Deals from Sony‏
Fingerhut, 4/27 — Fingerhut: Shop for Mom + Get Her a FREE Gift - Find Out More!‏
eBags, 4/27 — Up to 60% Off Gifts for Mom + Free Shipping‏
Crate & Barrel, 4/27 — Up to 30% off best-selling Mother's Day gifts.
Art.com, 4/27 — Last Chance: 20% Off Everything + Photos to Art gifts for MOM!
Eddie Bauer, 4/27 — Our Top Gifts For Mom! Plus, $10 Off Capris & Sweaters.
HP, 4/27 — Gift Ideas to Celebrate Mom‏
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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