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  • August 3, 2012

AM Inbox: The open email

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

Bed Bath & Beyond, 8/2 — Your 20% off in-store savings certificate is here!
In my Email Insider column last month, I talked about how keeping your emails open by giving a voice to staffers and customers can create relevance. The partnership between Bed Bath and Threadless that’s promoted in this email is a great example of this open concept. Run through Threadless, the challengeasks customers to design a duvet cover and shams, and then the Threadless community selects the winning designs. It gets Threadless into a new product category and helps Bed Bath connected better with college kids. Hopefully Bed Bath will follow up on this email with additional messaging, including an announcement of the winners.

Aug. 2, 2012 Bed Bath & Beyond email

Ice.com, 8/2 — Play to win! You can save up to 30%...
As swimming and diving enter their final days of competition, Ice.com has a fun, Olympic-themed mystery deal offer.

Aug. 2, 2012 Ice.com email

Beyond the Olympic tie-in, I really like the continuity of landing page (shown below), which brings in the same illustration style from the email. I’m not sure if this was the intention, but the three offers were directly linked from the three oysters in the email, so if you didn’t get the 30% offer on your first try, you could go back to the email and click on one of the other oysters until you found that maximum discount.

Landing page for Aug. 2, 2012 Ice.com email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Brookstone, 8/2 — Where'd summer go? It's Our Back to School Sale!
L.L. Bean, 8/2 — New School Backpacks Are Here--Guaranteed + Shipped Free
J&R, 8/2 — Back To School Specials and Dorm Room Essentials
eBags, 8/2 — Order by 11pm! Up to 60% Off School Packs from the Biggest Brands
The Children’s Place, 8/2 — Wow! $10 Denim Blowout - Starts Today!
Ross-Simons, 8/2 — Use Code VIPSALE for Private Savings!
Williams-Sonoma, 8/2 — 4 Hours Only: 15% Off Fall Wreaths

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