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  • August 24, 2011

AM Inbox: "Wake-up slap" tactics

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


1-800-Flowers.com, 8/23 — Deal of the Week: While Supplies Last!

In my latest Email Insider column, I talk about how animated gifs and other design elements can provide a “wake-up slap” to subscribers, who can be lulled by seeing the same template over and over. Text-only emails and HTML-lite emails, like this 1-800-Flowers.com email, can function the same way. This email is a big deviation from their usual design, so subscribers are more likely to pay attention. The brief, text-heavy arrangement also screams urgency, which is exactly what you want with a deal email like this.


Click to view this Aug. 23, 2011 1-800-Flowers.com email full-sized


J&R, 8/23 — MusicFest & TechExpo 2011. . . 3 Days of Free Music, Plus Huge Savings on Music, Movies & More!

I’m confused by the “Earth Shaking Deals…” reference in this J&R email that appears to make light of the earthquake that hit the East Coast yesterday. I received this email after 6pm yesterday so they were surely aware of the quake, but perhaps it didn’t dawn on them to change the copy or perhaps there was some technical limitation. It feels like the innocent and unfortunate wording that befell Backcountry a few months ago when there was a lot of tornado activity (see Apr. 29 AM Inbox).


Click to view this Aug. 23, 2011 J&R email full-sized


eBags, 8/23 — 20% Off plus Free Shipping on all Bags by eBags

S-curves aid scanning by making content blocks more distinct from each other. In this eBags email, I like how they use the placement of the ribbon of color swatches to create this effect.


Click to view this Aug. 23, 2011 eBags email full-sized


SUBJECTIVITY SCANNER: Select noteworthy subject lines

Sports Authority, 8/23 — Start the Year with Mizuno – Free Shipping on Backpacks!

Barnes & Noble, 8/23 — See What's New on NOOK Color -- Plus Back-to-School Savings

1-800-Flowers.com, 8/23 — Save 15% Sitewide! Our Back To School sale is now in session!

Abercrombie & Fitch, 8/23 — Get ready for football season in the hottest new Hoodies at 40% off!

Williams-Sonoma, 8/23 — Smart Storage Ideas For A Tidy Kitchen + over 100 New Homekeeping Items

Bed Bath & Beyond, 8/23 — The best 30 minutes of your day. PLUS Don't forget your $15 off $75 or more online coupon! [regarding breakfast products]

JC Whitney, 8/23 — Looking for the perfect tire?‏

Neiman Marcus, 8/23 — Diane von Furstenberg Fall Runway

Nordstrom, 8/23 — Minimalize Me: Fall Style Comes Clean

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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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