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Welcome to the Oracle Modern Marketing Blog:
The latest in marketing strategy, technology, and innovation.

  • August 26, 2009

AM Inbox: Using different formats to communicate different content

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

TigerDirect, 8/25 — Read Carl's Story: HP Extreme Laptop & Tiger Super Deal...You'll Love This One‏
TigerDirect sends plenty of emails that follow the best practice of making them short and highly scannable…and then they occasionally send out emails like this—long-form emails with tons of copy. This one weighs in at more than 5,000 pixels long. This is a nice example of breaking the rules to stand out and for long-time subscribers these emails will be very familiar. This format is used when TigerDirect secures a particularly fantastic deal, so subscribers should interpret the format as a signal to move fast on this great deal. Do you use different email formats to communicate different content or opportunities to your subscribers?

Click to view this Aug. 25, 2009 TigerDirect email full-sized

Montgomery Ward, 8/25 — New Fall Products Have Just Arrived Start Exploring!
Montgomery Ward is tapping their subscriber pool for photos to use in their catalog and on their website. (See landing page.) REI and a few other retailers have done this as well. It’s a nice way to get inexpensive or free photography, plus it gives customers a chance to participate in the brand.

Click to view this Aug. 25, 2009 Montgomery Ward email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
J&R, 8/25 — J&R MusicFest & Tech Expo: A Week of Free Music & Cutting Edge Technology! - August 27th to the 30th‏
Toys “R” Us, 8/25 — The 2009 Toys"R"Us Toy Guide for Differently-Abled Kids has arrived!
NFLshop, 8/25 — Celebrating the 50th Anniversary of the AFL - Legacy Gear Available‏
Neiman Marcus, 8/25 — Ways to wear an INSPIRATIONAL piece + Free online shipping‏
Finish Line, 8/25 — Free Shipping Ends Soon On Dress Code Approved Shoes!
Diamond.com, 8/25 — A Pendant for Every Personality - Save an Extra 20%
Macy’s, 8/25 — Ends Wednesday! FREE SHIPPING on this fall's sweetest home trend!‏
Saks Fifth Avenue, 8/25 — Marc & Chairlift Video Event + A Gift‏

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