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  • June 22, 2006

AM Inbox: Ushering in the official start of summer

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

With summer officially starting yesterday, several etailers – particularly apparel retailers – took the opportunity to invoke summer in their emails.

Lands' End, 6/21, 12 am — Off to Summer Camp
This was hands down the most inventive and thoughtful way of targeting subscribers’ summer mindsets that we saw. Lands’ End put together a packing list for two-weeks of summer camp. The list included plenty of clothing – 8 shirts or T-shirts, 4 pairs of short, 14 pairs of underwear, 1 raincoat, etc. – and the email highlights seven items for girls down the left side of the email and seven items for boys down the right. But the list also includes a few items not sold at Lands’ End, like a disposable camera, address book (with phone numbers already in it) and stamped, pre-addressed postcards/envelopes. Moreover, it includes four “camp tips,” like “Personalize everything: lots of camps end up with ‘tons’ of forgotten clothes — monograms and names help keep clothes with their campers” and “Pack something that reminds them of home: everybody gets homesick — a favorite stuffed animal, toy, or picture can help ward off the “wanna-go-home blues.” The email also includes a link to a printer-friendly version of the packing list. It’s a great example of an email campaign that helps subscribers while also serving the interests of the retailer – and it totally builds on Lands’ End’s outdoorsy image.

Saks Fifth Avenue, 6/22, 12 am — Men's Summer Essentials + FREE SHIPPING & SECOND CUT SALE
Saks promotes men’s shades (spotlighting Giorgio Armani), shoes (John Varvatos) and hats (Lacoste), saying, “Everything he wants and needs for fun in the sun.” The email also includes a code for free shipping on orders of $150 or more.

Coldwater Creek, 6/21, 11 am — 300 new items in Outlet ~ celebrate the first day of summer
With a loose tie into the first day of summer, Coldwater announces the addition of 300 items to its outlet.

Crutchfield, 6/20, 4 pm — Summer's hottest TVs: up to $500 savings and free delivery
Also with a tentative connection to summer is an email from Crutchfield promoting savings of up to $500 on TVs. The email includes a short letter from Bill Crutchfield about how “confusing” buying a TV can be and how Crutchfield’s sales advisors can help. It also includes a testimonial from and a picture of happy customer Bob with his recently purchased Samsung big-screen TV. The email reinforces Crutchfield’s image of having great customer service.

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