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  • June 15, 2012

AM Inbox: The e-gifts opportunity

The Retail Email Blog celebrates 6th anniversary! Thanks for your support in reaching this milestone.

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

Orvis, 6/14 — We have the perfect Father's Day gift for the 21st Century Dad.
As popular as e-gift cards are, I’ve been more than a little surprised that e-gifts haven’t been pushed harder by retailers, especially as last-minute gifts. Barnes & Noble has been just about the only retailer to be promoting e-gifts (see Dec. 23, 2011 AM Inbox). But in this email, Orvis jumps on the tiny e-gifts bandwagon, promoting their $5 fly fishing app. That said, it took me several seconds to figure out that is what they were promoting. The design is a little muddled and is missing a clear, strong headline. A simple one like “Give Dad our Fly-Fishing App” would have made the point of the email much easier to grasp at a glance. The clarity of the preheader message never got picked up by the body copy.

June 14, 2012 Orvis email

Victoria’s Secret, 6/14 — Guess what time it is?
Victoria’s Secret has used this exact creative on several occasions over the past year or two, but on this occasion they’ve added a request to tweet about what you bought, including a VS hashtag. That request was positioned into existing white space in the design so there was minimal additional production. It’s a nice low-cost, low-key way of nudging the social conversation along.

June 14, 2012 Victoria’s Secret email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Blair, 6/14 — Happy Flag Day! Save 30% for 5 hours.
JC Whitney, 6/14 — Stars & Stripes + Big Discounts!
Backcountry.com, 6/14 — Celebrate Early: 4th of July Sale - Up to 40% Off & Free 2-Day Shipping
JCPenney, 6/14 — What Are You Getting Dad?
Hallmark, 6/14 — Father's Day is this Sunday! Need ideas?
Barnes & Noble, 6/14 — Father's Day is Sunday! Save 15% on a Last Minute Gift
Linens-N-Things, 6/14 — Dorm Organize | 19.99 Twin XL Sheets
Ralph Lauren, 6/14 — Celebrate Summer's Greatest Sporting Events
Sam’s Club, 6/14 — Healthy habits for summer
CB2, 6/14 — see what customers call an insomnia cure. [promoting Piazza Velvet Storm lounges]
Dell, 6/14 — Meet our PCMag Editor's Choice Award winner

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