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  • December 13, 2012

AM Inbox: Visions from holidays past

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

Norm Thompson, 12/11 — 30% OFF ends today. It's beginning to look a lot like Christmas!
If you’re not keeping a swipe file, you’re missing out. A swipe file contains email campaigns, subject line and other campaign elements that outperformed. It’s a file of lessons learned, but also of material that you can return to and reuse and reinvent for future campaigns. This campaign from Norm Thompson is clearly in their swipe file. This is the third time that they’ve used it since 2007 (see Dec. 17, 2009 AM Inbox and Dec. 13, 2007). I loved it five years ago because the skinny format stood out from other emails and the stocking was delightful and encouraged scrolling. Now, of course, this email’s narrow design is smartphone-friendly—which was pretty much a non-issue back in 2007. This is a design that has become more relevant over time. Perhaps you have gems hidden among your past campaigns as well.

Dec. 11, 2012 Norm Thompson email

Ice.com, 12/11 — The Reindeer Game! Play to Win up to 30% off...
For this email, Ice.com draws upon a Halloween campaign where mystery deal offers were hidden behind six different Jack-o-lanterns. That campaign clearly performed well because they’ve used the same set up in this email using Santa’s reindeer. It’s a nice way to extend a campaign format that worked for them.

Dec. 11, 2012 Ice.com email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
TigerDirect, 12/11 — 2 Weeks til Xmas: $24 Camcorder, 256GB SSD $129, $9 Wireless Mouse, see all gifts
Montgomery Ward, 12/11 — Ending Soon...Order Gifts Now for Standard Christmas Delivery
Toys “R” Us, 12/11 — Free Special Offer! Give a Personalized T-Shirt this Holiday Season
Drs. Foster & Smith, 12/11 — Great Gift Ideas for Dogs + Up to 40% Off
Buy.com, 12/11 — 50 Top Gifts Under $10 + Guaranteed Christmas Delivery | Cell Phone Car Mount $9.99...
Cooking.com, 12/11 — Our Picks for Holiday Gifts from Our Favorite Chefs
Wayfair, 12/11 — On their play lists: dollhouses up to 50% off, plus puzzles, kitchen sets, and more.
ShopNBC, 12/11 — Meet the diamond's greatest rival

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