Recently in Sale Messaging Category

August 21, 2011 10:08 AM

Doing More with Less

Posted by Lynn Baus
From: BananaRepublic.com
Subject Line: Thank You! Save 30% at 3 Great Brands Date
Sunday, August 21, 2011 8:24 AM

Clearly the August retail sales cycle is in full swing. My inbox is thick with end of season clearance sales, back to school promos and Labor Day previews. This little beauty from Banana Republic stood out from the crowd for a few simple reasons. One, the subject line starts with a thank you statement signaling that this offer might be more personalized than the rest. And, of course, the high percentage off rate didn't hurt either. Two, they've used a cute little heart as a guide to the offer highlights. Not only is it whimsical, but it's also working hard to walk me through the most important elements of the offer in a very intuitive and fun way. There were more cleverly written emails with splashier graphics to the top and bottom of this message but these simple techniques won me over.


Banana Republic Promo
















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July 19, 2011 2:39 PM

LOFT Does the Right Thing

Posted by Lyla Reinero
From: LOFT
Subject Line: 12 HOURS ONLY! 40% Off EVERYTHING + Free Shipping On Orders Of $75
Date: Sunday, July 17, 2011 5:17 PM PST

From: LOFT
Subject Line: 40% Off EVERYTHING Is Back: Please Accept Our Apologies
Date: Tuesday, July 19, 2011 6:27 AM PST

I rarely check email on Sundays, so I missed the first send of LOFT's 40% Off Flash Sale... it's probably just as well, since I definitely would have been frustrated had I loaded up my shopping cart, only to be stymied by technical issues! With that said, I thoroughly commend the LOFT for their response to the mistake. Within less than 48 hours they sent a genuine sounding apology email, extending the original offer which includes a longer window of shopping opportunity (original send: 12 hours vs. re-send: 14.5 hours). Thank you LOFT. Apology accepted. :)
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June 30, 2011 10:01 AM

An Awkward Pause

Posted by Amy Stoffel
From: Overstock.com
Subject Line: 50% TO 70% OFF
Date: Wednesday, June 22, 2011

Overstock.com email This email starts off with an awesome, eye-catching subject line "50% to 70% OFF." I think to myself, "Ok, what?! Really?!" So I open it, and I scan the email for deals...only to be abruptly stopped by a letter from the CEO right as I'm thinking about spending some money. Personally, the inclusion of the letter is awkward. It has nothing to do with Overstock.com's 50% off sale. But, after reading the letter, I was given a code for free shipping, which was a nice addition.

Now, for the letter placement. Awkward? Yes. Effective? Definitely. Here's my quick reasoning:
- Did the crazy subject line get me to open the email? YES.
- Did I read his letter? YES. "Why is there a letter in the middle of this 50% email? It must be important."
- Did I scroll, and look at every square inch of this email? YES. I was curious to see if there was anything else that was in an unpredictable place.
- Did I continue to shop through the email of great deals? OF COURSE!
- As a designer, do I love this concept/idea/layout? *sigh* no...not particularly. But it works. So I'm torn.

I got to thinking that this letter might be better suited for a separate email series from Patrick, but then I thought, "Would I actually read it?" "Would I even open it?" Probably not.

So while this email had an awkward pause, my guess is that it was effective. And for most marketers, that's the point of a great email.


February 1, 2011 2:40 PM

A Dynamic Sale

Posted by Amanda Withers Studer

Thumbnail image for pbteen_2-1.jpgSubject Line: Exclusive Discount: Save 10% on your ENTIRE order!

Date: 1.25.2011


What's this...another sale email? Yes, but it's not your average sale email, this one has been created specifically for me! The product shown here is the exact item I had looked at when I was browsing the site a few days earlier...CLEVER! 


Bonus: when I click on the image in the email, it takes me directly to the product's landing page. 


This is similar to a cart abandonment email, except I never actually put the item in my cart. I think this a great approach to remind the customer of items they were interested in, while giving them a little extra incentive to go back and buy it. Genius.

September 30, 2010 8:04 AM

Timing is Everything

Posted by Amanda Withers Studer
From: Banana Republic
Subject Line: 40% Off! Today only + free shipping!
Date: Wednesday, September 29, 2010 5:47:12 PM

I opened up this email from Banana Republic this morning, and to my delight I found a 40% off promo code...that's huge! I was all ready to start shopping when, upon further inspection, I found out it was only valid Wednesday. Today is Thursday. Huh... why didn't I see this yesterday? Turns out they sent the email on Wednesday at 5:47pm PST (8:47 ET)! I'm surprised to see a one-day sale email sent out so late in the day, especially since the fine print states it's valid all day, 12am-11:59pm ET. (That only gives you about 3 hours to shop!) I wonder if this was done intentionally, and if so, what are the benefits of sending it so late? Thoughts?

July 26, 2010 1:52 PM

We Interrupt These Messages

Posted by Lynn Baus
From: Horchow
Subject Line: We can't believe we're saying this...
Date: Monday, July 26, 2010

So, I'd have to say it was the subject line that stood out first. "We can't believe we're saying this..." Intrigued, I opened the email to find a message that I wasn't expecting. "Don't buy furniture today." Really? Why? Oh! Thanks for the head's up Horchow, how did you know I'm a planner?

In an email inbox awash in a sea of "Ends Friday" and "Don't Miss Out" subject lines with post card emails announcing "15% off lighting," Horchow took a chance. They gambled on human curiosity and interrupting the norm with a bit of a sense of humor to cut through the clutter. And you know what, it worked!


June 6, 2010 5:05 PM

Editors' Sale Picks

Posted by Lisa Harmon
From: net-a-porter.com
Subject Line: The Editors' Sale Picks
Date: Sunday, June 6, 2010 7:00 AM

We are forever brainstorming ways to contextualize sale product in a way that's meaningful and interesting. Here, NET-A-PORTER has done just that. By pulling editors' sale picks, they've managed to take out the trash with class ;). The Thakoon dress is a little bit amazing :)!!!
March 17, 2010 1:18 PM

Click Me, I'm Irish

Posted by Jim Spence
From: Puma
Subject Line: 25% Off - Lucky You!
Date: Tuesday, March 2, 2010

Sports-style brand Puma made a bold statement with its recent St. Patty's Day email. Often tame with its holiday creative--this heart-adorned Valentine's Day message comes to mind--Puma opted to forgo the predictable shamrock graphics in favor of something far more striking.

The creative features an image of a dozing leprechaun and his anonymous, stocking-clad guest, sprawled over one another in the remains of the evening's merriment, with the headline "You Don't Have to be Irish to Get Lucky." In the center of all this is a single sneaker, dangling on the woman's foot. I suppose this technically makes it an on-body product shot, and therefore one of the more provocative of its kind in recent memory.

Now, some may argue that this in poor taste (or even just stupid). There's probably a case to be made there. It's got the same kind of tongue-in-cheek, not-so-subversive fratty humor that you see everywhere from faux-thrift store t-shirts to men's body wash ads which, even if you find them funny, can be tiresome in their ubiquity.

Whether the creative appeals to you or not, however, it's undeniable that Puma takes a smart risk by shifting toward this type of edgier messaging. The brand speaks in a more relevant way to a coveted demographic, namely dudes with disposable income in their twenties and early thirties.

Puma has also created content that's interesting enough (or at least startling enough) to be shared and commented on by the same demographic. In our office, it was forwarded around and definitely became the topic of conversation--not because of the discount, but because of the imagery. This kind of conversation can both increase brand awareness and act as a vehicle to spread the sale message.

Additionally, Puma manages to differentiate itself in the inbox from similar brands and similar sale messaging. A significant fact to note is that this message was sent two weeks before St. Patty's Day, when the only evidence of the holiday seemed to be the Guiness display at the grocery store. By sending earlier, Puma got a jump on other retailers competing for attention around a similar type of message.

Ultimately, this type of messaging wont work for all brands and certainly wont resonate with all subscribers. You have to give credit to Puma for recognizing and speaking to a part of its audience, even with the inherent risk involved in moving away from safer options. No matter what your brand, it never hurts to examine new ways to make your messaging stand out and appeal to your followers. Who knows? You might just get lucky in a way you never expected.

February 22, 2010 2:41 PM

When Urgency Backfires

Posted by Stefan Pollard
From: Dell Direct
Subject Line: 8-Hour Sale! Today Only - 7am-3pm CT!
Date: Friday, February 19, 2010 2:30:12 AM

When we create email campaigns to drive a response, most experts will agree that urgency is a key component of an offer. Without it, subscribers can save an offer to come back to at a later date, become distracted and eventually fail to respond at all.

With that said, short notice sales are very popular and often drive huge response rates by requiring the recipient to take immediate action. Personally, I love a good weekend sale or 3-day event where I know I need to act in order to get my savings. Keeping this in mind, advance notice has to be close to the short-term event and be delivered the morning the event starts. Sadly, Dell's email may have cut that window too tight and possibly turned subscribers off.

8 hours is a very short-term sale. While I received this email notification on the morning of the sale and before it started, I wasn't sitting at my computer waiting for it to come in. By the time I did see the message the sale had already ended. Email is a relatively immediate response medium, most opens and clicks happen in the first 72 hours and in the case of this message, that left out a majority of the response this email could've received.

It would've been better to send this message one or two days early, providing email subscribers advance notice (even exclusive notice) to the event, allowing them to plan for it and take advantage. This could even have been followed up with a reminder the day of the event. This way, instead of being disappointed that I missed a chance to pick up a new netbook at a great price, I might have instead been utilizing the express ship component and had it in my hands before my next business trip.
December 30, 2009 3:56 PM

Presents in a Pinch!

Posted by Van Tran
From: J Crew
Subject Line: Need a present in a pinch?
Pre-header: Our gift cards are waiting in the wings from now until December 25th. Just hit send.
Date: Monday, December 21, 2009

After scanning hundreds of holiday emails about free shipping and discounts, J Crew's presents in a pinch subject line was refreshing, timely and spoke to the procrastinator in me who is in search of a lifeline. To top it off, the creative was sublimely simple in its short and sweet message. Even little animated wings happily fluttering with ease added to the overall effect.

This was the perfect product to market at a time when you're looking for gifts and Christmas was only a few days away. The availability of expedited shipping also helped. Two thumbs up!
December 29, 2009 1:53 PM

Nice Emails Finish First

Posted by Raleigh Briggs
From:Athleta
Subject Line: Last Call for Standard Delivery by Christmas
Date: Wednesday, December 16, 2009

Congratulations to Athleta for this piece of copy wizardry. I'm not motivated by "Hurry! Do It NOW!" emails--I don't like being rushed--but I'm genuinely impressed by Athleta's approach. Besides being totally on-brand, Athleta's copywriters manage to transform the crazy-making hassle that is last minute shopping into some kind of exhilarating challenge. It's just like exercising! Well, maybe that's a stretch, but this much is true: this email reminds me of a rapidly approaching shipping deadline without trying to stress me out or guilt-trip me. It's a great way to stand out in an inbox full of pushy messaging. Thanks, Athleta!


December 17, 2009 3:59 PM

Urgency in the Inbox

Posted by Johanna Miller
From: Harry & David
Subject Lines:
1.) FREE as FREE Can Be: Christmas Delivery for ALL Gifts + Bonus Offer Inside!
2.) JOHANNA, We'll give you FREE Christmas Delivery + 20% OFF Fruit-of-the-Month Club gifts!
Date: Wednesday, December 16, 2009



The urgency of 'hurry' is cluttering up my inbox these days. Everyone is fighting for my attention, even emails from my own mother are getting lost in the shuffle. Some retailers are getting a little aggressive in the inbox and I'm not sure if I'm a fan or not...but I'm more likely to look at the messages they are sending me. In the case of Harry & David, I'm actually purchasing thanks to the repetitive messaging. Harry & David always has beautiful emails, simply based on photography of fruits and chocolates. My mouth might be watering just a little thinking 'bout their pears. Recently though, Harry & David's urgency -- HURRY, FREE, JOHANNA! -- is overwhelming my inbox more than most other retailers. In one given day I received four different emails from Harry & David with all messages in caps.

At first the urgency is slightly annoying, but then the shopper in me takes over and I can't miss out on this big savings taking place TODAY ONLY! Also, they have "Blitzen Deals" that last 24 hours on specific products. I flipped through the messages, visited the website, and even purchased a few items for friends as holiday gifts. So, even though I'm annoyed, you win Harry & David. You're like a nagging friend reminding me to do something good for others. THANKS! 


December 4, 2009 10:17 AM

I Can Resist Everything Except Temptation...

Posted by Lyla Reinero
From: Williams-Sonoma
Subject Line: 1 Day Only: 50% Off Ebelskiver Filled Pancake Pan Online & In Stores
Date: Friday, December 4, 2009

I always thought this was a Mae West quote, but The Googles informs me that it was actually attributed Oscar Wilde. But that's besides the point...  :)

During the holiday season I get such a ridiculous amount of Emails, that it really takes something special for me to take notice. This one from Williams-Sonoma totally did it for me. I was completely drawn in by the scrumptious looking hero image featuring those little chocolate-filled pancakes drowning in caramel sauce (I think I'm gaining weight just looking at the picture!). Also, the marketing aspect is completely spot-on with the 1-Day Deal 50% Off - I'm excited to see if there will be more 1-Day Deals. In any event, I totally feel the sense of urgency... must get now! And I'm not the only one: two fellow Smith-Harmon bloggers (who will rename nameless) are planning to stop by their nearest Williams-Sonoma after work today to buy said Ebelskiver pan.
December 2, 2009 12:20 PM

Black Friday and Cyber Monday Set Retail Email Volume Records

Posted by Raleigh Briggs
Black Friday, Cyber Monday...Cyber Sunday? Though the holiday season has just begun, it has already set the bar for 2010. Retailers are setting new records in terms of email volume and finding new and exciting ways to get ahead of the pack. Smith-Harmon Research Director Chad White is on the front lines, highlighting the top email trends of the holiday season in his new five-page report, "Black Friday and Cyber Monday Set Retail Email Volume Records."

This research report gives you the lowdown on when retailers sent emails and provides some useful tips for how to take advantage of top selling days like Cyber Monday. Armed with Chad's email wisdom, you'll be ready to tackle those benchmarks for next year's holiday campaign.

Here's a taste:
"In addition to more retailers sending email on Black Friday itself, retailers also promoted Black Friday in their promotional emails much more vigorously and much earlier this year than in the past. During the four weeks leading up to Nov. 27, the number of retail emails referencing Black Friday rose 96% this year compared to 2008."

Get the whole scoop: Download the free report now.
November 20, 2009 4:20 PM

Use Your Words

Posted by Raleigh Briggs
From: Kohls.com
Subject Line: FREE SHIPPING. 3 Days Only!
Date: Thursday, November 19, 2009

From: J.Crew
Subject Line: INSIDER SALE reminder. Ends tomorrow. 20% off your order of $150+.
Date: Tuesday, November 17, 2009

From: Lands' End
Subject Line: Up to 65% off + Free Shipping: in-season Overstocks
Date: Tuesday, November 17, 2009

I'm a little confused, Kohl's. What is it you're trying to tell me?

Just kidding.

This email brings up an interesting question. We all know large headlines and colorful graphics are best practices for email marketers. But is bigger and brighter always the way to go? Not necessarily. This Kohl's email, for example, does violence to my eyes, and that's not good. The message itself is fine--free shipping is a great angle for the pre-holiday season--but between the neon background, the huge text, and the animation, I feel like I'm being yelled at.

So let this be a cautionary tale: if you're going to go the "one box, one message" route, don't overdo it. J Crew puts out great one-message emails that use rich (but viewable) colors, classy typefaces and just a smidge of clever banter to get their message across without the virtual bullhorn. Similarly, Land's End uses a dark background to make their text really pop. Maybe Kohl's could take a pointer from these two companies so their next email doesn't have me reaching for the Excedrin.
November 19, 2009 1:59 PM

Simplicity Makes Its Mark

Posted by Andrea Taylor
From: Calvin Klein
Subject Line: 30% off all Leather Jackets - Limited Time
Date: Wednesday, November 18, 2009

Simple. Classic. Clean. These are just some of the words that come to mind when I think about Calvin Klein. I am new to their email list, so I was curious to see what this iconic - and sometimes controversial - brand would deliver to my inbox. I am happy to see that clean lines not only define Calvin Klein apparel, but also their email. No pants dropping here.

Even though I appreciate the presence of Calvin Klein style in my inbox, I can't help but feel a little disappointed. While I think the overall look of the email is on-target, I find the copy uninspiring and maybe even a little demanding. It doesn't make me think about Calvin Klein beyond the sale. I would have liked to see copy about how owning a leather jacket means having a timeless piece of American style, or something to make me think about why Calvin Klein jackets are special. In the end, I feel the lack of copy makes this email boring and too simple. (The photos are not much to speak of either.)

August 31, 2009 5:29 PM

Another Way to Say TGIF

Posted by Darrah MacLean



From: Tobi
Subject Line: 20% Off, Happy Friday!
Date: Friday, August 28, 2009

Just when you thought you were out of clever ideas for how to spin a sale...check out Tobi. They're TGIF approach is refreshingly simple and cleverly executed, not to mention that it's 20% off regular-priced merchandise...not sale and clearance! While most retailers are waiting to use the Labor Day handle for their big fall savings push, Tobi's smart approach makes sure all their loyal fans spend their hard-earned cash on their site first. Nice thinking. Still wishing they had a preheader and FTAF in their emails, but they do have the SWYN icons at the bottom, so that's a step in the right direction. And let's not overlook the straightforward subject line that tells the entire story in only four words and still has personality. Well done.
May 15, 2009 9:38 AM

Happy Colors

Posted by Lyla Reinero
From: Lands' End
Subject Line: Free Shipping + save 4 ways for 4 days
Date: Friday, May 15, 2009

This Email creative just sort of jumped out at me and made me happy! It's very simple, yet somehow the layout of the circles and the colorfulness completely drew me in (which is saying something a lot for a Sale creative). They did a nice job on the visual! Now, HTML text would have improved it from a best practices standpoint, but that's another blog...  :)
April 24, 2009 8:09 AM

I Love a Good Mystery

Posted by Darrah MacLean
From: Southwest Airlines
Subject Line: 50% off a Mystery City Each Day
Date: April 24, 2009
 

I love the way Southwest took a 50% off sale and made it a game. Sticking out in the inbox these days is a challenge, and this is the perfect example of how simple clever can be. Best of all, I love how they do not include the city in the subject line. It forces me to open the email. Very smart. While I'm not in the market to fly to Philly today, I can tell you this: I'm hooked. I'm already guessing about what tomorrow's city will be. 


March 31, 2009 6:59 AM

Aaaaaah. The Simple Life.

Posted by Darrah MacLean
From: Victoria's Secret
Subject Line: One Day Only! 20% Off Your Order of $50+
Date: March 31, 2009

From the subject line to the preheader to the focused design and copy, I just love this email. Maybe it's because my apartment is cluttered with moving boxes that I am craving the clean and simple, but right now, I'm really appreciating the retailers who are sticking to a main story and doing it right. Thanks for the email, VS. I'll be shopping.


January 23, 2009 2:32 PM

Creative Sale Messaging

Posted by Sarah Milsow
From: Urban Outfitters
Subject Line: Take 25% Off What's Already On Sale!
Date: Wednesday, December 31, 2008

I'm used to seeing Sale emails in my inbox that say something like, "Additional discounts on all our sale items". This Urban Outfitters email was a refreshing site for my inbox. It was a creative way to announce that there were additional discounts in their sale section. I would challenge all retailers out there to be like Urban Outfitters and be creative with your copy and figure out new and refreshing ways to announce things such as additional discounts on your sale items.
December 10, 2008 4:36 PM

Third Strike, You're Out

Posted by Darrah MacLean
















From: Neiman Marcus
Subject Line: So, you need a gift? Look no further + Free gift wrap & free online shipping
Date: December 10, 2008

From: Neiman Marcus
Subject Line: FINAL HOURS! FREE $100 NM GIFT CARD with online purchase + Free gift wrap & free online shipping
Date: December 9, 2008

From: NM Store
Subject Line: Take an extra 30% off at Neiman Marcus stores
Date: December 10, 2008

As a follow-up to my December 8th posting, I thought I would share the latest NM news. I received three emails from Neiman Marcus in ONE DAY. Yes, that's right. 1-2-3 in 1 day. While I understand that good things come in threes, I'm not so sure it applies here. And while I also understand that two were from Neiman Marcus proper and one was from NM Store, they all look like Neiman Marcus to me. And check out the subject line lengths! The only word that comes to mind is: Unsubscribe. Otherwise, I'm speechless.


December 5, 2008 9:54 AM

Read the Cyber Monday Tell-All

Posted by Darrah MacLean
From: Smith-Harmon
Subject Line: Chad White's Cyber Monday Report
Date: December 5, 2008

Online retailers put a lot of bank behind Cyber Monday this year, and the big question is: Did it pay off? That's a big ole YES from Chad White, Smith-Harmon's new Research Director. His latest FREE reportlet, Cyber Monday Sees Record Retail Email Volume is packed with much more than just retail email volume and messaging stats. This 11-page gem gets into a full-on discussion of messaging trends with creative samples.

Download the free reportlet now to get the complete story on the biggest day in online shopping.
November 23, 2008 3:41 PM

Up for an All-Nighter?

Posted by Darrah MacLean
From: J.Crew Factory
Subject Line: Midnight Madness...30-50% off.
Date: November 22, 2008

The holiday fun has begun, so put on your PJs and get ready to do some serious shopping. In a brilliant maneuver, J.Crew Factory got a jump on the competition by sending out this Midnight Madness announcement a whole week prior to Black Friday. The details? On Friday, November 28, from midnight to 10 a.m. at J.Crew Factory stores, you'll get an EXTRA 50% OFF ALL CLEARANCE and 30-50% off all holiday styles. You don't have to print anything out or remember a coupon code, just show up and shop. So whether you're a night owl or an early bird, if you're up, they're open, just like the email says. The only thing I'm wondering is how many more emails I might be getting about this event, given that it's seven days away. I'm hoping for just a reminder email, but that may be wishful thinking. I'll keep you posted.
November 21, 2008 10:01 AM

Again and again and again...

Posted by Lisa Harmon
I know, I know: sales go down and the emails go out. But how many is too many? Thanks to two of my favorite marketers – the online marketing dynamic duo Amy Norton and Alexis Howe at Costco.com – for bringing this series of Restoration Hardware emails to my attention. The folks at RH went so far as to send seven semi-identical emails over the course of just five days promoting their friends and family event. I believe in reinforcement through repetition, but this particular execution has me ... seeing lots of red ;)! I'm curious about your thoughts:

(1) How many is too many? What's your cutoff for the number of mails you'd send to promote a limited-time promotion or event?

(2) What are you feelings on re-using creative for message reinforcement? Is there a certain percentage that should change and/or stay the same in order to achieve the perfect balance of "consistent but different"?

See the series below to see what I mean...

From: Restoration Hardware
Date: Wednesday, November 12, 2008 1:25 PM
Subject Line: Can You Keep A Secret?
See the email >

From: Restoration Hardware
Date: Thursday, November 13, 2008 8:15 AM
Subject Line: Friends Don't Keep Secrets.
See the email >

From: Restoration Hardware
Date: Friday, November 14, 2008 3:25 AM
Subject Line: It’s Good To Have Friends.
See the email >

From: Restoration Hardware
Date: Saturday, November 15, 2008 4:51 AM
Subject Line: 2 Days Left to Save 20% at Our Friends & Family Event
See the email >

From: Restoration Hardware
Date: Sunday, November 16, 2008 5:27 AM
Subject Line: Just Hours Left to Save 20% on EVERYTHING At Our Friends & Family Event
See the email >

From: Restoration Hardware
Date: Monday, November 17, 2008 12:49 AM
Subject Line: Friends With Benefits. 20% Off Extended One Day Only.
See the email >

From: Restoration Hardware
Date: Monday, November 17, 2008 3:50 PM
Subject Line: Hurry! Final Hours of Our Friends & Family Event.
See the email >
October 7, 2008 8:35 AM

Old Dog? Time for a New Trick.

Posted by Darrah MacLean
From:JetBlue
Subject Line: Low, lower and lowest...Our BIG fall sale is here!
Date: July 28, 2008

Feeling a little low on the creativity scale today, I decided to dig through my email archives to find a gem of inspiration. This JetBlue email is an oldie but goodie. It came out this summer amidst a flurry of emails where everyone was screaming SALE, SALE, SALE! What I love about this email is that they found a clever angle and made the sale messaging interesting. The body copy says: Our CFO is away. It's time for a sale. Book now before he gets back on August 6th! In reality, the CFO probably knew about the sale, but I just loved imagining the CFO coming back from vacation and everyone snickering behind his back because they pulled off the ultimate inside job. Finding unique ways to spin played-out content is a sure-fire strategy for grabbing your subscribers' attention. The only miss for me on this JetBlue email is the subject line. IMHO, the SL is a window into the content of the email. So, if you have a witty email, then use your SL to give subscribers a sneak peek into your creative genius. Not only did the JetBlue SL call this a Fall Sale when it was only July, but it also left out the whole fun-factor story about the CFO being on vacation. My SL suggestion? Our CFO is on vacation – flights starting at $39!


September 12, 2008 10:17 AM

Gobble Up This Sale Message From Boden!

Posted by Sarah Milsow
From: Boden
Subject Line: Absolutely last chance for the tastiest discount at Boden
Date: Thursday, September 11, 2008
See the email >

I absolutely adore this email from Boden. The headline is catchy and so is the imagery! Boden is very good at differentiating their sale emails from the rest of the retail pack. I see way too many sale messages that are simply colored text on a plain colored background. I always appreciate a good message that is different from the norm and makes me smile and Boden's emails almost always make me do that :) Keep up the refreshing emails Boden!
February 19, 2008 6:30 PM

Out of the Box

Posted by Lisa Harmon
From: Pottery Barn Kids
Subject Line: Shop the President's Day Sale - over 500 NEW items!
Date: Thursday, February 14, 2008

Everyone loves a sale, but most sale emails have started to look like most other sale emails: red and square. In this example, Pottery Barn Kids thinks outside the box by making a circle. It's still the same stuff - "SALE" in huge letters, a percentage off, a stack of categories - but the novel format is enough to make us look twice!


November 8, 2007 9:10 PM

Talking to Your Audience as They Are

Posted by Lisa Harmon
From: J.Crew
Subject Line: New sale arrivals...
Date: Thursday, November 8, 2007

More than once I've mentioned that J.Crew does a great job writing direct, conversational copy. I guess they'd better, since so many of their emails rely solely on graphical text, like this one. It's your standard sale message, but I like that they say "now's a perfect time to take a five minute break..." They're not saying "shop now for your best selection, quantities are limited", which, after so many years of hearing it, is a phrase I practically find myself repeating in my sleep. Instead, they're directly addressing us as we are: in front of our computers, most likely working, weeding through our email. There's a freshness to thinking about and addressing recipients as they are that I really appreciate.


November 6, 2007 5:07 PM

Open Door Policy

Posted by Lisa Harmon
From: Bluefly
Subject Line: Exclusive Access to the Blue Room - Extra 20% off Today Only
Date: Tuesday, November 6 2007

We often talk about emails as doorways into websites; I enjoy this creative illustration of that concept. The idea of "Exclusive Access to the Blue Room" intrigues me; I feel compelled to take hold of those gold handles and throw the blue doors open!


January 30, 2007 12:56 PM

A Little Bird Told Me

Posted by Lisa Harmon
From: katespade.com
Subject Line: sale - new items up to 50% off
Date: Tuesday, January 30, 2007

This is fun and happy, isn't it!? It's little touches like a cute birdie that make the difference between "yer same old sale" and something more compelling.
January 15, 2007 9:28 PM

All Together Now

Posted by Lisa Harmon
From: Restoration Hardware
Subject Line: Save 20% and Color Coordinate Your Bath
Date: Monday, January 15, 2007

Folks have been comfortably using the animated GIF to feature multiple colorways for some time now. While I generally see it done with a hero image, I believe this is the first time I've seen it happening with alt shots. It's a pretty effect. Will it sell more towels? Click here to see it.

In order to achieve this, Restoration Hardware has used image mapping, which we all know is an absolute no-no in email marketing due to email program incompatability. (Some email programs strip out image maps.) However, I don't believe RH did this out of laziness or ignorance. The problem is, if you put more than one rotating GIF image in a single campaign, it seems to be next-to-impossible to get them to rotate in unison. So one way of tackling that issue would be to save the separate images as a single rotating GIF, and tack on the image map to get them to link to their respective locations in most email browsers. I'd be curious to see, in this case, whether the trade-off was worth it.

I'm even more curious to know whether anyone has a solution to the multiple-rotating-GIFs-in-unison issue. Major props to anyone who can offer advice on that.

One last totally unrelated note on Restoration Hardware marketing in general: they're promoting "annual" sales way too often. Even if the last was lighting and the next is bath, they all blur into one "annual" category, and feel more like a year-long sale than special events.
January 11, 2007 5:48 AM

The Post-Holiday Sale

Posted by Lisa Harmon
Well, the holidays are over. (You have to stop using them as an excuse!) And after having spent a ton of money on others, it's now time to spend a ton more money on ourselves. Cue the post-holiday sale. Let's take a look at how six different retailers did it.

While Brooks Brothers decided to skip creative production entirely, Janie and Jack went the opposite route, executing in their standard, heavy-production style. I'm particularly fond of Paul Smith's humble little Sale EDM, perhaps because, for me, it evokes the sweet illustrations of Shel Silverstein.

Meanwhile, Room & Board uses texture and Forth & Towne uses patterning and color to make their messages pop. Crate & Barrel uses parentheses - the promise of a sofa - to sell their sale.


From: Brooks Brothers
Subject Line: Save an Additional 15% - Online Event Ends December 26
Date: Tuesday, December 26, 2006

From: Janie and Jack
Subject Line: Season Finale Sale Continues and Spring Preview
Date: Tuesday, December 26, 2006

From: Paul Smith
Subject Line: The Paul Smith Sale starts 28th December
Date: Thursday, December 28, 2006



From: Room & Board
Subject Line: Shop Room & Board's annual clearance
Date: Thursday, December 28, 2006

From: Forth & Towne
Subject Line: Now Save an Extra 30% Off Sale Items
Date: Thursday, January 4, 2007

From: Crate and Barrel
Subject Line: Save up to 50% (including furniture, too)
Date: Friday, December 29, 2006


January 9, 2007 9:43 PM

The Shortest EDM Ever

Posted by Lisa Harmon


From: RedEnvelope
Subject Line: Save up to 70%. So many deals, so little time.
Date: Tuesday, January 9, 2007

This has got to be the shortest EDM ever. Have any of y'all ever seen anything so short? It's like - submessage size. It looks kind of silly to me; why not make better use of inbox real estate? Is this a strategic attempt to fit the entire creative into the dreaded "preview pane", or just the work of a designer short on time?
July 21, 2006 6:03 PM

S-A-L-E

Posted by Lisa Harmon
From: Paul Smith
Subject Line: Paul Smith Newsletter - Paul Smith Sale
Date: Thursday, June 29, 2006

While the generic subject line and missing menu navigation reveal a lack of experience in email marketing, here, Paul Smith integrates product and messaging seamlessly. Love the umbrella-sock "L". What fun!
June 22, 2006 5:38 AM

Consoling the Kittens

Posted by Lisa Harmon
From: UrbanOutfitters.com
Subject Line: Take an Extra 25% off. This time, we mean it.
Date: Thursday, June 22, 2006

This is awesome. Apparently there was a problem with Urban Outfitters' June 19th Sale campaign, and the message pictured here is a little apology for the flub. Being someone involved with and serious about EDM campaigns, seeing something as ridiculous as this - something flush with the humor of a human being, something admittedly imperfect - is so totally refreshing. It feels so authentic and vulnerable. I want to buy something, if not only to console the kittens.


June 15, 2006 6:54 PM

Right on the Money

Posted by Lisa Harmon
From: Diesel
Subject Line: Give your money a holiday
Date: Thursday, June 15, 2006

What a fun, well-produced sale campaign. It manages to scream sale without screaming sale.
June 12, 2006 7:22 AM

Smartest Sale

Posted by Lisa Harmon
From: katespade.com
Subject Line: please visit our online sample sale - limited time only
Date: Monday, June 12, 2006

kate spade has a history of executing visually appealing sale messages - click to see examples from January and October - and this one is no exception. At this time of year, the sale offers are literally stacking up in our inboxes, so it's particularly important for both the campaign creative and subject line to pack a lot of punch in order to stand out from the crowd. Here, including the "limited time only" clause in the subject line was a smart way to inspire subcribers to open now or miss out.

kate spade was particularly crafty here in requiring folks to sign up to take advantage of this limited-time offer; providing a deep discount incentive is an excellent way to gather customer data.

Just one "whoops": the "SEND TO A FRIEND" menu item is misaligned in the Mac Safari web browser. Since this message will probably be forwarded along more than most, this is a rather unfortunate HTML flub.
June 5, 2006 7:04 AM

Hot, Hot, Hot

Posted by Lisa Harmon
From: Barneys New York
Subject Line: Summer Sale - Starts Today!
Date: Wednesday, May 31, 2006

Like their February "Yee-Haw!" sale campaign, Barney's "Sheesh!" summer sale message brings humor and fun to the email inbox. Bravo!

Just one recommendation for improvement: This campaign would have been even more appropriate in the dead of summer. For those of us who've braved the NYC subway system during rush hour in the heat of August, you know what I mean ;)! Through relevancy, we can inspire a sense of comraderie in our campaigns, making a deeper connection with our customers, encouraging dialogue, relationship, and (ultimately) sales.
May 6, 2006 9:01 PM

1,000 Items

Posted by Lisa Harmon
From: DWR Studios
Subject Line: Start Now: 1,000 Items On Sale at DWR
Date: Friday, April 7, 2006

I'm not sure what "Start Now" means exactly ("Shop Now" would have been clearer), but "1,000 Items on Sale" makes for an extremely effective Subject Line. From what I've been seeing lately, if you're promoting any less than 100 sale items, don't bother listing the number. Numbers like 500 and now (wow!) 1,000 will definitely drive huge open and clickthrough rates. (Just make sure you have the product to back up the number.)
May 5, 2006 8:55 PM

Straightforward, Relevant & Compelling

Posted by Lisa Harmon
From: Pottery Barn
Subject Line: Sale! New markdowns on summer style
Date: Friday, May 5, 2006

This is a great photography-based sale campaign. The copy is straightforward, the featured product is relevant, and the significantly marked-down prices (shown in red, as they should be) are compelling.
April 12, 2006 4:10 PM

Simple Sale; Notes on the Virtual World

Posted by Lisa Harmon
From: The Land of Nod
Subject Line: Save up to 80% in our Spring Cleaning Sale
Date: Wednesday, April 12, 2006

This campaign doesn't do anything "new" per se, but it's a great execution of your classic graphical text SALE message. And with 80% off, which I believe is the highest percent off I've ever seen in a sale EDM, you can bet the open and click-through rates will rock.

I'm fascinated by the use of the word "in" rather than "at" in the Subject Line, as in "Save up to 80% in our Spring Cleaning Sale." We would typically use "at" here, however since this is an online sale in a virtual location rather than a retail store sale at a physical location, it makes sense. Moving forward, I suppose we should expect to see more changes in prepositions and other parts of speech in order to better describe the burgeoning virtual world.
April 6, 2006 8:26 AM

I'll Be Watching You

Posted by Lisa Harmon


From: J.Crew
Subject Line: Thursday only: 20% off sale
Date: Thursday, March 30, 2006

From: Ann Taylor
Subject Line: Up to 50% Off, plus Special Online Offer
Date: Wednesday, April 5, 2006

What's the difference between creative influence and downright plagiarism? Do you think Ann Taylor's sale message relies too heavily on the treatments used by J.Crew all season? Or is this just a strange coincidence?

While we may think of EDMs as drops-in-the pan, barely noticed and quickly forgotten, I'll have you know, EDM designers, that someone is watching you...
April 5, 2006 8:15 AM

A Well Turned-Out Sale

Posted by Lisa Harmon
From: holdeverything
Subject Line: everything's on sale: up to 50% off
Date: Wednesday, April 5, 2006

I designed this EDM, and therefore may be somewhat biased in my opinion, however, I believe this is an unusually well turned-out sale message. So often the meeting place of big red words and mismatched product photography, the image-based sale EDM can be (and usually is) a real "garage sale" disaster. In this case, the use of balanced imagery, consistent color, and subtle pattern bring a level of refinement to an oft-crass genre. A question: to the customer, does a crass red message mean greater savings, and therefore increased sales?


March 30, 2006 7:06 AM

Tax Breaks

Posted by Lisa Harmon
From: Earl Jean Newsletter
Subject Line: Tax Season Special Promotion from Earl Jean
Date: Thursday, March 30, 2006

Let me be frank, the primary reason I'm posting this message is that the offer is so awesome: get 50% off everything on Earl Jean's website through April 15. That's pretty amazing. (I bought something.)

While I was happy to take advantage of the offer, I do feel that a "Tax Season Special Promotion" is totally off-brand for Earl Jean. It might fit for - say - Quicken Financial Software - but Earl Jean puts out an "I'm too cool to pay taxes" image, a dirty hair and dirty deeds image, so to frame a sale within a "Tax Seaon" context doesn't make any sense. It's just not sexy.

On a technical note, it's really not appropriate to use "Newsletter" in the "From:" field unless you're delivering content (like an article), so in this case, it would make more sense just to use "Earl Jean."

But anyway, what a deal! Buy something!
February 16, 2006 9:22 AM

Yee-haw!

Posted by Lisa Harmon
From: Barneys New York
Subject Line: New York Warehouse Sale - starts today!
Date: Thursday, February 16, 2006

Barney's almost redeemed themselves after yesterday's "Cannabis" EDM with this unique Sale message. How novel! What fun!

One recommendation for improvement: make better use of inbox space. This message is only 432 pixels wide, which, according to best practice, leaves us with almost 200 pixels of extra horizontal space. Take advantage of that space rather than making us scroll down so much to read the very vertical message.
January 5, 2006 6:16 PM

A Sale that Pops

Posted by Lisa Harmon
From: katespade.com
Subject Line: new items on sale: 30-50% off
Date: Thursday, January 5, 2006

Well this is just plain FUN, isn't it!?
December 30, 2005 4:03 PM

Not Just Junk!

Posted by Lisa Harmon
From: Crate and Barrel
Subject Line: Save up to 50% (including furniture, too)
Date: Friday, December 30, 2005

This subject line is a great click-through driver. A smart way of saying "It's not just junk! There's good stuff on sale too!" I clicked through.
December 26, 2005 6:28 PM

EDM 101

Posted by Lisa Harmon
From: babygap.com
Subject Line: End-of-Season Sale on Outerwear
Date: Monday, December 26, 2005

This EDM exhibits what I'd call "classically good form." We've got our logo and menu items at the the top, followed by a hero image and a color copy block with a clear call to action. Four image silos with product names and prices appear below, followed by two smart submessages.
This is an email design layout format you can use again and again. Now if only gap.com could get it's website to work in the Safari browser! They must be losing a ton of money when customers click-through to a website that doesn't work. Ouch!
November 8, 2005 7:35 PM

Cutting Your Friends a Deal

Posted by Lisa Harmon
From: Gymboree
Subject Line: Friends of Gymboree - Save 30% on Everything
Date: Tuesday, November 8, 2005

I'm not sure what qualifies me as a "friend" since I've never bought anything from Gymboree, but what a deal! For starters, 30% off everything is great, and making it exclusive to cool "friends" like me makes me want to get in on the secret and buy something.
The Dr. Suess-like graphics Gymboree used throught this holiday season are cute, although in some cases they chould have showed more product and less Seuss.
October 31, 2005 6:08 PM

Smart Sale

Posted by Lisa Harmon
From: katespade.com
Subject Line: now open: shop our on-line sample sale
Date: Monday, October 31, 2005

This is a great sale message. Rather than screaming sale, it just points it out rather smartly.
October 28, 2005 8:33 PM

Secret Sale

Posted by Lisa Harmon
From: The Land of Nod
Subject Line: Shhh! Secret Sale!
Date: Friday, October 28, 2005

Land of Nod's copy can sometimes be cute and quirky, an other times a little TOO quirky. But this is them on a cute and quirky day. I'm always a fan of the "secret sale" concept, and they've used the subject line and copy to make it really fun. Not sure what I think of that little "Holy Moly!" guy in the corner, though.
August 15, 2005 6:50 PM

Less Effective

Posted by Lisa Harmon
From: gap.com
Subject Line: Save on Fall Styles With These Great Deals
Date: Monday, August 15, 2005

This message would have been more effective if it called out a top percentage off, then listed flat categories rather than adding product names in text next to them. Who cares about dress shirts or Ts you can't see? If you're going to call out a product, I want to SEE it.

March 24, 2005 10:57 AM

Bright and Delicious

Posted by Lisa Harmon
From: Williams-Sonoma
Subject Line: Last-Minute Easter Savings at Williams-Sonoma Stores
Date: Thursday, March 24, 2005

Williams-Sonoma food photography is consistently great. This looks delicious!
April 7, 2004 10:08 AM

Lofty Sale

Posted by Lisa Harmon
From: west elm
Subject Line: Don't miss additional savings up to 50% at westelm.com
Date: Wednesday, April 7, 2004

Love this sale message - it's so urban loft chic. Cool use of silhouettes.
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