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  • January 19, 2013

Gold Star Email Award: Crate&Barrel

Welcome to the Retail Email Blog’s first Gold Star Email Award post! The Gold Star Email Award posts will celebrate and highlight outstanding examples of emails that excel in their creativity, design and effectiveness.


This stellar campaign from Crate&Barrel, launched Jan. 8, is the full package. Clicking  the primary message brings you to their January Inspiration interactive catalogue.  The secondary stories link to a landing page that features a half dozen seasonal stories that each speak to a different demographic: Snowed&In, First&Home, Us&Always, Grandpa&Grandson, Now&Forever, and Winner&Is. Presumably this is a quarterly catalogue launch. In October 2012, Crate&Barrel sent a similar < c="c" doc ebm hbqfxn4acg6clb8umh8nsmsc7fx="hbqfxn4acg6clb8umh8nsmsc7fx" tag="tag">email that focused on 6 holiday themed stories. Crate&Barrel follows up their New Year launch email the next day with one featuring the first story from the New Year catalogue launch. Clicking though to the Snowed&In piece brings the user to a landing page that features several images telling the complete story. The page is enhanced with video, product links (including a one-click shopping cart loaded up with everything you would need for a bunch party for 8 people), recipes, a free scrabble download, and a link to an inspirational photo gallery of Pin-able Guest Room images. All of these bonus features really show that Crate&Barrel is going the extra mile to build a relationship with their customer following.

The Crate&Barrel Creative and Marketing teams have my congratulations and receive the inaugural Gold Star Email Award from The Retail Email Blog. They have clearly put in quite a lot of thought and effort behind these campaigns, and have done an excellent job of bringing a full interactive experience to current and prospective purchasers. The end result is bound to be a greatly increased customer engagement. I for one, am looking forward to finding the next Crate&Barrel New Year story in my email inbox.

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