Recently in Seasonal Messaging Category

October 28, 2011 9:49 AM

Holiday Inbox Planning?

Posted by Johanna Miller
From: Overstock.com
Subject Line: Johanna, Make Sure You Get Your Omail
Date: Thursday, October 27, 2011

For the marketer in most of us, planning for the holiday season began many moons ago, but now some of the planning is finally reaching the daily user.

Just yesterday I noticed a holiday preparation campaign come through from Overstock.com. Having had no problems with Overstock's Omail landing in my junk mail to date, I found this email rather intriguing. After thinking 'bout it a bit more and talking to a few amazing coworkers, we realized this email is a piece of Overstock's holiday planning, with the intent of getting inboxes ready for the holiday season!

We saw examples of this email delivered to Gmail, Hotmail and Yahoo! versioned with dynamic imagery to let the user know how to get Omail delivered instead of marked as junk within each respective inbox.

Wow! So, now the question I have to ask is how many subscribers will take the few steps to ensure Overstock.com's Omail gets delivered? And will this campaign help holiday deliverability enough to make other marketers start to follow?

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October 21, 2011 10:07 AM

3924 Pixels of Tailgating Goodness

Posted by Dana Vogt
From: Crate & Barrel
Subject Line: Must-have recipes, tools and tips for the winning tailgate party.
Date: Tuesday, September 18, 2011

Crate&Barrel_Tailgate.jpgCheck out this awesome email from Crate & Barrel—it's essentially a mini-guide for all things tailgating, like a landing page in my inbox!

Measuring in at almost 4000 pixels tall, this lengthy email covers everything from tailgating equipment to recipes, and even includes a sample of what people are saying on their Facebook wall. I love that Crate & Barrel broke their standard height for this themed email, and I also appreciate that they mixed and matched promotional content with value-added content to show ways that you can use items promoted in the message.

What if Crate & Barrel had dynamically included a game-day schedule based on subscriber location? That would have been the icing on the cake. Or should I say... the BBQ sauce on the wings?

Go Bears!


July 8, 2011 11:24 AM

How Early is Too Early?

Posted by Lynn Baus
ModCloth_Holiday_Email.jpgFrom: ModCloth.com
Subject Line: <3 <3 <3 <3 <3 <3 <3
Date: Thursday, July 7, 2011

While some of us are still nursing our 4th of July sparkler burns, ModCloth is gearing up for the big holiday season with a sneak peek at their winter styles. What makes the timing of this message not totally insane is that most beloved items do sell out fast. No doubt, frequent shoppers are hitting the in-stock alert feature early and often. But I do have to ask myself: if they start holiday promotions this soon, how will they avoid burning out interest?





Continue reading How Early is Too Early?.
June 29, 2011 4:00 PM

Fourth of July Fireworks Fun!

Posted by Lyla Reinero
From: Pottery Barn Kids
Subject Line: Last Day to Save 10% + Fourth of July Sale Starts Today!
Date: Tuesday, June 28, 2011

From: west elm
Subject Line: New markdowns! Up to 70% off
Date: Wednesday, June 29, 2011


The 4th of July presents the perfect opportunity to use animated GIFs in your email campaigns, and these two examples from Pottery Barn Kids and west elm do not disappoint! Particularly impressive is west elm's effort: it is only 4 frames and therefore quick-loading. The entire creative office at Responsys is completely mesmerized! To see the full emails click here for west elm and here for Pottery Barn Kids.


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June 7, 2011 11:50 AM

EGC

Posted by Lisa Harmon
20110606_WS.jpg
From: Williams-Sonoma
Subject Line: Top 5 Gifts Selected by the Dads of Williams-Sonoma
Date: Monday, Jun 6, 2011

Looking for a way to make your messaging more personal without having to import dynamic data or get permission to include customer feedback or social content?

Williams-Sonoma chooses a simple and smart solution: include EGC, Employee-Generated Content! Here, rather than taking the standard corporate Father's Day picks approach, Williams-Sonoma has enrolled fathers who work at the company to talk about their favorite Williams-Sonoma products. 

I love that they included both quotes from and pictures of the WS Dads. I think my dad might like the Ribeye Steaks...!
June 1, 2011 1:18 PM

Be Prepared

Posted by Kathryn Alva
From: Winn-Dixie
Subject Line: Be prepared all season long.
Date: Wednesday, June 1, 2011

0611_WinnDixie.jpgIf you've ever met me, I'm sure it would come as no surprise to you that I was pretty involved in the Girl Scouts all throughout my pre-teen years. In fact, as an enthusiastic little scout, I earned so many badges that I ran out of space on my vest. And I suppose all that experience in scouting had a hand in shaping me into who I am today: a worrier, a planner, and a worst-case-scenario preparer. Yep, if we're on a plane together and there's an emergency, just follow me - I'm the one who counted how many rows of seats I need to crawl past to get to an exit aisle. But what's worrying got to do with Girl Scouts, you ask? Everything. As a bright-eyed and impressionable ten-year-old, I was totally ingrained with the Girl Scout motto: "Be prepared." ...And I suppose you could say it stuck.

So as a self-proclaimed worrywart, today's email from Winn-Dixie really resonated with me. Even though I don't actually live anywhere near a hurricane zone, all of Winn-Dixie's grocery stores are located in the Gulf area, so the messaging is definitely appropriate for the vast majority of their subscribers. As a reminder to stock up on essentials for the season, this email does a great job of providing relevant information about natural disasters in general, as well as food-safety tips for making sure you and your family keep a safe food supply, should a power outage occur. What I love most is that the main call to action takes you to a landing page with a checklist to build your own Hurricane Preparedness Kit, driving subscribers in-store with their lists to pick up the items on their next grocery shopping trip. For timeliness and relevance to their subscriber base, this Winn-Dixie email deserves a badge.

Annual events and seasonal situations differ across the country, how can you use geographical information about your subscribers to speak to them about these kinds of top of mind issues? It's as easy as knowing what's important to different regions, and being prepared.


May 31, 2011 10:28 AM

Get Packing!

Posted by Kathryn Alva
From: Origins
Subject Line: Origins greats - for planes, trains and automobiles
Date: Saturday, May 28, 2011

0511_OriginsTravel.jpg It's official - summer travel season is upon us! And with travel comes one of my favorite things: packing (I know, I'm insane). I can't help that I see packing as a fun challenge to be won. Like Jenga, but with shoes and tank tops.

Back in the good old days I used to lug around my hugenormous suitcase (affectionately nicknamed "Texas" by my family), but now that most airlines have decided to tack on checked baggage fees for pack-everything-in-case-you-need-it people such as myself, I don't mess with Texas. I now fly exclusively with a totally free carry-on, which I suppose we could call "Delaware" instead. Though, I'm still a chronic overpacker, so before every trip I play my little game of how much I can get away with cramming into a suitcase the size of a desk drawer. There's nothing quite like the thrill of a successful *zip* after arranging everything inside just so.

0511_OriginsTravelAnimation.gifHowever, playing the cram-it-all-in-a-carry-on game means I also have to abide by the TSA's carry-on requirements, which means my giant bottle of SPF 80 goes on the no fly list. You'd think that since I'm such an eager packer I'd plan for the 3.4oz or less limitation on liquids, gels, and aerosols - but for some reason that predicament always seems to sneak up on me. Thankfully, this email from Origins (above) popped into my inbox to smartly remind me of their convenient TSA-approved set of mini products. The email is cleanly designed, the copy is thoughtful, it's well-timed to catch me before my summer adventures, and even includes a fun little animation to grab my attention (seen right). Not only does Origins get the TSA's approval, their emails definitely earn my stamp of approval, too.


March 17, 2011 4:27 PM

Irish Roots for St. Patrick's Day

Posted by Lyla Reinero
From: Ancestry.com Monthly Update
Subject Line: Reconstructed Census Records, New City Directories, and a Free Class for Finding Iris Ancestors
Date: Thursday, Mar 10, 2011

From: Ancestry.com Weekly Discovery
Subject Line: Finding Your Irish Ancestors, plus Newspaper Tips
Date: Sunday, March 13, 2011

From: Ancestry.com
Subject Line: Explore new Irish records & enter to win a trip to Ireland
Date: Monday, March 14, 2011

As part of the subscription to Ancestry.com, one receives several bonus emails including Weekly Discovery and Monthly Update newsletters, which generally include information related to current events - for example these ones below that pertain to Irish ancestry for St. Patrick's Day. They are great examples of  "best practices" in action for HTML and templates - the emails have nice color and are on-brand even with the images disabled. My particular "likes" for the the Weekly Discovery email: the TOC & SWYN functionality. The Monthly Update has a personalized dynamic section letting me know that there are new "hints" for somebody in my tree! I also like the variety of different CTAs that are all very clickable. I get seriously sucked into these emails and can easily follow through on a 1/2 dozen different links or more. Ancestry.com provides a very solid Email Program for their members to enjoy, which ensures their customers continued subscriptions! Sláinte!
Ancestry_monthly.jpg Ancestry_weekly.jpg Ancestry_St.Pats.jpg
March 4, 2011 2:59 PM

Style for All Seasons

Posted by Kathryn Alva
From: LOFT
Subject Line: Lucky Magazine Editors Share Wear Now, Wear Later Styling Tips
Date: Friday, March 4th, 2011

Recognizing the concerns of today's consumers over stretching dollars and making purchases last longer, Ann Taylor Loft unveils their new Spring collection with a twist: "wear these looks now AND later."

The email shows the same cute red dress, styled for both cold and warmer weather, telling shoppers that these wardrobe essentials can stay in your closet all year-round. When you click through to the landing page (which is very well done, and can be found here) you'll see 10 of their new Spring looks in duplicate, with style tips from Lucky Magazine editors Elise Loehinen and Eleanor Strauss. The entire promotion reads much like a magazine feature, and the inclusion of the style experts and season-to-season tips helps to boost consumer confidence. (I just wish LOFT hadn't cut off the model's left elbow and right hand in the email - it would have been fun to see her breaking the grid.)


November 29, 2010 2:09 PM

Effortlessly Festive

Posted by Amanda Withers Studer
Sender: Tiffany & Co.
Subject Line: My True Love Gave to Me / Holiday Gifts from Elsa Peretti
Date: Nov. 20, 2010 / Nov. 15, 2010

Sender: Kate Spade
Subject Line: brighten up with our new arrivals
Date: Nov. 12, 2010


I love the way Tiffany incorporates the holidays into their emails while keeping everything clean and staying true to their brand. The elegant, effortless messages are a breath of fresh air in my inbox.
 
I couldn't help but throw in this Kate Spade email as well, another great example of a simple, fun way to incorporate the holidays. Beautiful!



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October 25, 2010 4:11 PM

Uncommon Treats

Posted by Amanda Withers Studer
From: UncommonGoods
Subject Line: Enter if you dare...
Date: Wednesday, October 20, 2010

I love this email from Uncommon Goods! Each spooky door has its own joke and the answer "behind" it -- revealed on a separate landing page when you click on it. The jokes are pretty terrible but fun, and I found myself clicking on all the doors to see the answers. Best of all, there are different products behind each door that correspond to the theme. Halloween fun for all!

Email Landing Page

May 18, 2010 10:20 AM

Packing In Some Summer

Posted by Alex Madison
From: The Container Store
Subject Line: Have a summer camper? Send them packing in organized style
Date: Wednesday, May 12, 2010

When you think about summer shopping, The Container Store probably isn't the first destination that jumps to mind. This email is an awesome example of a brand finding ways to stay relevant to the summer season without offering bathing suits or vacation packages. Their tips for campers add value for the subscriber beyond the products and carve out a place for The Container Store in a parent's mental catalog of summer resources. In addition, summer is the perfect time to try out fun and risky layouts like this one - people are looking for fresh stuff and more open to your brand's playful side.
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.

March 15, 2010 2:10 PM

Right on Time

Posted by Alex Madison
From: CB2
Subject Line: Spring ahead of the times with CB2
Date: Tuesday, March 8, 2010

I love how CB2 takes advantage of daylight savings to market their clocks. Not only are the clocks fun, but CB2's use of books to provide the background color is both visually appealing and appropriate for the product.

The simple copy makes the message seem almost like a public service announcement (which I like - it's so timely...). All the elements come together for a unified, relevant message.

Even with this email, however, I totally forgot about daylight savings until 11, which turned out to be noon. Oh well. They tried.
January 14, 2010 11:13 AM

Know Your Demographic

Posted by Raleigh Briggs
From: Bluefly
Subject Line: Winter Trend Watch + SHOE SALE!
Date: Monday, December 28, 2009

I am usually less than impressed by Bluefly's emails: their recent habit of using "OMG!" as the headline of nearly every email leaves me unenthused. But let's give credit where credit is due: I love the clever copy going on in this email. Specifically, the bit where they call out the subscriber habit of reading fashion emails at work: "Go 'head & press play, the office is a ghost town!" Cheeky! It's my job to read emails, so I don't feel so rebellious for opening this, but I do appreciate a little wink-wink attitude on the part of Bluefly. To me, it shows that they really know their audience and are willing to go the extra mile to connect with their customers.


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 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 30, 2009 11:50 AM

Who Came Up with "Mansformation"?

Posted by Raleigh Briggs
From: Bluefly
Subject Line:Double Dip: Take $30 Off $150 + Free Shipping - 4 HOURS ONLY!
Date: Monday, November 23, 2009

Bluefly's gift guide this year centers around 9 or so female characters, collectively called the Fashionistas, as well as 6 male characters. Customers engage with the characters via a "shop her list" function. This is an interesting concept: having characters your customers can relate to is fun, and it's loads more engaging than the usual vague gift categories of mom, girlfriend, and so on.

The characters that Bluefly uses, however, are a little disappointing. The fashionistas are the usual collection of lady archetypes--the diva, the gossip, the ice queen. The male characters are all some flavor of clueless dope in need of (ugh) "mansformation." I think Bluefly could have gotten a better result if their characters seemed more like actual people. Why not make the Fashionistas a little more complex, like the men and women who shop on their site? A character who likes dressing up as well as being comfortable. A character who works hard and loves music. A man who can dress himself without help. You get my point, and hopefully next time around, retailers will too.

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 5, 2009 3:51 PM

Gift Finder to the Rescue

Posted by Johanna Miller
From: Cubs.com Shop
Subject Line: Get started early! Shop our Gift Finder
Date: Tuesday, November 3, 2009

During baseball season Cubs.com will send quite a few emails to allow the ultimate fan the opportunity to purchase apparel, tickets and gifts. They also let the fan know about changes to the roster as well as the latest stats. With the Cubs clearly not making it to the World Series for yet another year (sigh), I found it delightful and yet painful to open this email I received today. It is holiday season, and I know that regardless of the Cubs' performance my father will enjoy any holiday gift smothered in Cubs logos. Who can resist the underdog spirit of the little bear?

After spending a few seconds scrolling down the email I see they have a Gift Finder, which peaks my interest and makes me click their CTA of Shop Now! The website and the email supply me with the same visual image to assure me that I am being led in the right direction.

I am new to using Gift Finder this season and am excited to see what products get pulled and how. Kudos to Cubs and MLB for creating the Gift Finder and letting me know this technology exists via email. Typically I fall into a rut of only viewing Tees or Caps, but now a bunch of additional accessory items have been brought to my attention. The Gift Finder allows you to narrow down products based on recipient, price, category and personality. Now all I need to figure out is if my ol' man should be considered The Rookie Sensation or The Home Team Manager.

November 3, 2009 9:50 AM

Go Quirky or Go Home

Posted by Raleigh Briggs
From: Etsy
Subject Line: Etsy Finds: Trick or Treat
Date: Tuesday, November 3, 2009

Etsy.com is a bastion of offbeat, cool-girl style, so it's no wonder they put the "personal picks" trend to such good use. In this email, part of the Etsy Finds series, Christine, an Etsy seller and blogger, handpicks her faves for Halloween.

What makes this email stand out from others like it is the way Christine's personality is emphasized: she's perfectly Etsy-esque, but she's real--she likes pranks, she has a weird mom, and she's discovering new things on Etsy every day, just like the rest of us.

Everyone seems to agree that putting a human face to your brand is a smart idea, and it's one we've written about several times on this blog. Etsy puts a twist on this concept by using the perspective of a seller, rather than a more formal spokesperson, which ultimately synthesizes two lovely trends in one EDM--personal picks and reader reviews. The result is a friendly, intimate conversation with Christine, and it makes me want to find out what other Etsy treasures she might uncover.

My lone complaint about this email is that I received it much too late. I received this Halloween-themed newsletter on Halloween--why would I order any of this stuff now? The sloppy timing of this mars what is otherwise a very charming email.
August 21, 2009 9:45 AM

I Heart the Lunch Lady

Posted by Darrah MacLean
Setting aside the fact that Whole Foods is probably not the most economical place to shop, I still feel somehow healthier when I buy my food there. I just signed up for their emails yesterday, and while the Welcome letter was a little boring, I'm loving their newsletter! Here's what I heart about it:

Preheader: Althought it's a bit wordy, the fact that they have a preheader is a step in the right direction. I do think they could streamline it a bit and still get the messages across.

Relevancy : The Renegade Lunch Lady is a perfect feature story for back to school. Even if the meals she's suggesting are more what Claire would eat vs. Brian (that's a Breakfast Club reference BTW), the idea is timely. Plus they include links that go directly to the recipes, which makes life easy for busy moms.

Dynamic Content : Love the fact that they were able to populate the "What's on sale?" story with the deals for my specific Whole Foods store. Hint: they could do that because they asked me for my zip code when I signed up for their emails.

Recipe Reviews: This is a smart way to bring me into their community and encourage me to try a recipe as well as write a review.

Smart Design: They really broke up the content in any easy to digest way (pun intended) and maximized the right rail.


July 31, 2009 10:17 AM

Christmas in July

Posted by Amy Hamilton
From: Things Remembered
Subject Line: First Look!
New Holiday Gifts
Date: Saturday, July 25, 2009

From: Solutions
Subject Line: Yes, Virginia, it IS Christmas in July! Shop now
Date: Saturday, July 25, 2009























Wow, that time already?! A few retailers are already getting a head-start on the Christmas email rush!

Is it too early? One one hand, you can find great deals, beat the store crowds, and not worry about rush shipping charges. On the other hand, I find it a bit hard to think about Christmas in 100 degree weather - wouldn't a Halloween message be more appropriate at this time? Share your thoughts: When do you think is the appropriate time to begin holiday messaging?

When you're ready to join the Christmas bandwagon, make sure to check out Chad White's "2009 Retail Email Guide to the Holiday Season," scheduled for release in mid-August at his Retail Email Blog.

April 1, 2009 9:09 AM

The button is dead, email platforms no longer accept HTML, AND you no longer need a preheader!...

Posted by Wacarra Yeomans
APRIL FOOLS! It seems like almost every "holiday" is an occasion for a sale this year. Here's a handful or retailers I've noticed offering exclusive deals today, even Matha Stewart is joining the fun... No Joke!


From: Overstock.com
Subject: CLOSEOUTS + FREE SHIPPING
Sent: Wednesday April 1, 2009













From: The Body Shop
Subject: Free Shipping on April Fool's Day
Sent: Wednesday April 1, 2009













From: Road Runner Sports
Subject: Runner! New INVISIBLE Running Shoes Are Outta Sight!
Sent: Wednesday April 1, 2009













From: Oli.co.uk
Subject: 20% off for April Fool's Day! This is no joke - 1 day only.
Sent: Wednesday April 1, 2009













From: BlueFly
Subject: Today Only - EXTRA 10% OFF EVERYTHING - no foolin'
Sent: Wednesday April 1, 2009













From: Martha Stewart Craft of the Day
Subject: April Fools' Trick: Blue Water
Sent: Wednesday April 1, 2009

March 10, 2009 12:07 PM

This Spring: Eyes on the Price

Posted by Alex Madison
From: Nordstrom
Subject Line: 9-to-5 Looks at Nice Prices
Date: Wednesday, March 10, 2009

From: Nordstrom
Subject Line: Just In: Fresh, Affordable Dresses
Date: Friday, March 6, 2009












With the economic downturn raising stress levels throughout society, it's interesting to see how retailers are marketing to a belt-tightening subscriber base. The last couple emails I've received from Nordstrom have come with subject lines touting affordable prices.

Nordstrom is traditionally a high-end brand, selling sophisticated fashion to the consumers that can afford it. While they're famous for stellar sales, their regular messaging is not about price--it's about high-end style.

With the landscape changing for marketers, I wonder if the introduction of "affordability" messaging in Nordstrom's full-price email campaigns signifies an attempt to shift their brand perception slightly, to be thought of not only as the place to find the best service and best fashion pieces available, but also a destination for high style with low prices. I also wonder whether their price tags will be able to match their messaging, especially as subscribers change their ideas of what "affordable" means.
January 6, 2009 11:15 AM

Get the scoop on 2008 Retail Email Trends

Posted by Darrah MacLean
From: Smith-Harmon
Subject Line: Retail Email Year-End Trends for 2008
Date: January 6, 2009

If you're in the midst of planning your 2009 email marketing strategy, this free reportlet from Chad White, Smith-Harmon's research director, is a definite must-read. It's packed with stats, trends and charts about the overall retail email volume, frequency and timing among the top online retailers in 2008. Want to know which days of the week were most popular to send retail emails? Interested in the top 20 retail email days of the year? Ready to learn what the SECOND biggest retail email season was, behind Christmas? Fasten your seatbelt and get ready for a few surprises.

Download the free reportlet now to get the panoramic view of what happened in the world of retail email in 2008.


January 5, 2009 9:45 AM

Fashionably Late? Or Just Late?

Posted by Darrah MacLean
From: Tommy Bahama
Subject Line: Relax
Date: January 5, 2009

I love the imagery and sentiment of this Tommy Bahama email, which hit my inbox today. On the plus side, it totally makes me want to plan a mid-winter escape to some place warm and sunny. On the down side, I think they should have dropped the "spirit of the season" idea and focused on "Happy New Year". The holidays are definitely over, so the copy of this email feels a little late to the party. Kudos to the subject line though, which simply says: Relax. The perfect mantra for the first back at my desk.


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 21, 2008 6:32 PM

Mistletoe Makeover

Posted by Darrah MacLean
From: Sephora
Subject Line: 1 box, 10 gifts.
Date: November 16, 2008

I L-O-V-E Sephora's version of last year's Elf Yourself. Talk about creative. From start to finish, it's a seamless experience that even the most tech-challenged girl can navigate with ease. Here's the skinny: After you've uploaded a pic of yourself, you go through a series of steps where you outline your eyes, mouth and face shape. Sounds complicated, but trust me, they've made it blonde-proof. (It's okay, I can say that because I'm a blonde.) Once you've finished with the outlining, the real magic begins. Within seconds, you have four fun and fabulous looks to choose from: Smokey Sugar Plum, Merry Berry, Santa's Little Temptress and O, Tannen-Babe. It's your face all glammed up in four festive ways, complete with eye shadow, mascara, gloss and more. All that's left is for you to add a personal message and send it on to your fellow glamour gals. You'll get a sweet little email that lets you know your Mistletoe Message has been sent, and best of all, the savvy team at Sephora includes a promotion code in the confirmation email for a free set of lashes or a sample size of Sephora Lip Attitude with any purchase. Simply brilliant.

Want to see my Mistletoe Makeover e-Card?
Check it out here.
November 21, 2008 2:50 PM

Blithesome Holiday

Posted by Alex Madison

From: Anthropologie
Subject Line: A holly jolly good time.
Date: Wednesday, November 12, 2008

I love how well Anthropologie has integrated their holiday messaging into their regular creative style. This email is so clearly holiday, but nothing about it is cliched or off-brand for Anthropologie. The subject line, the snowy cream color, the whimsical copy and the quirky candle animation are all so Anthropologie, and also all so refreshingly holiday.
October 23, 2008 6:02 PM

Think Pink

Posted by Darrah MacLean
From: Michael Stars
Subject Line: New Breast Cancer Charity Tee
Date: October 7, 2008

In the last few weeks, I've received quite a few emails from retailers with a Breast Cancer Awareness message as the main story. This really got me thinking about the whole idea of cause-related marketing and whether or not it can actually drive sales.

Lo and behold, I received a blog posting on October 15th from MediaPost.com that talked about this very topic. Here's a slice of the story:

According to the 2008 Cone/Duke University Behavioral Cause Study, released recently by Cone and Duke University's Fuqua School of Business, cause-related marketing can exponentially increase sales, in one case as much as 74%, resulting in millions of dollars in potential revenue for brands.

Gets you thinking, doesn't it? What if every company found a way to include a cause-related message once a month, rather than once a year? In addition to driving sales through the roof, just imagine all the good we could do. Food for thought.

Read the full blog posting on cause-related marketing at MediaPost.com.


January 30, 2008 9:04 AM

Old Loves

Posted by Lisa Harmon
Since so many of us are creating Valentine's Day messages this week, I thought I'd share my 2007 Valentine's Day archive with y'all. Hope you find it useful :)! Heck, you may even discover a love letter you sent last year! Enjoy.

From: American Apparel
Subject Line: American Apparel: Valentine's Day Pantytime
Date: Friday, February 2, 2007
View creative >

From: Aveda
Subject Line: free shipping for valentine's day
Date: Tuesday, January 23, 2007
View creative >

From: Bag Borrow or Steal
Subject Line: Fashion makes the heart grow fonder...
Date: Thursday, February 1, 2007
View creative >

From: Barneys New York
Subject Line: Feb 14th LOVE IT! Jennifer Meyer Wishbone Necklaces
Date: Friday, February 2, 2007
View creative >

From: Blue Nile
Subject Line: Reminder: Save 10% + $10 Off with Google Checkout
Date: Thursday, February 1, 2007
View creative >

From: CB2
Subject Line: Modern love
Date: Monday, February 5, 2007
View creative >

From: CHEFS
Subject Line: CHEFS Red Hot Buys + Free Shipping
Date: Thursday, February 1, 2007
View creative >

From: FreePeople.com
Subject Line: The Best Things in Life are Free: Love and Shipping
Date: Tuesday, January 30, 2007
View creative >

From: gap.com
Subject Line: New PRODUCT (RED)(TM) Styles are Here
Date: Tuesday, January 23, 2007
View creative >

From: Harry & David
Subject Line: Last day to order for Valentine’s Day by standard shipping!
Date: Monday, February 5, 2007
View creative >

From: Janie and Jack
Subject Line: Indulge in the Sweetest Gifts for Valentine's Day
Date: Wednesday, January 17, 2007
View creative >

From: The Museum of Modern Art
Subject Line: Modern Gifts For Your Valentine at MoMAstore
Date: Thursday, February 1, 2007
View creative >

From: Pottery Barn
Subject Line: 2 days left to order the perfect Valentine's gift
Date: Monday, February 5, 2007
View creative >

From: Polo.com
Subject Line: Our Valentine's Day Gift Collections
Date: Thursday, February 1, 2007
View creative >

From: RedEnvelope
Subject Line: Score one for Valentine's Day - Save up to 50%.
Date: Sunday, February 4, 2007
View creative >

From: Sony Electronics
Subject Line: This Valentine's Day, fall in love with Sony.
Date: Thursday, February 1, 2007
View creative >

From: UrbanOutfitters.com
Subject Line: Be Mine, Valentine.
Date: Thursday, February 1, 2007
View creative >

From: Williams-Sonoma
Subject Line: Blissful Brownies: A Perfect Valentine's Gift
Date: Wednesday, January 31, 2007
View creative >
November 19, 2007 8:53 PM

There's more than one way to skin a turkey.

Posted by Lisa Harmon
For those of you who are curious to see how the Crate & Barrel and Chefs Thanksgiving Series panned out, I collected the creatives here. Although apparently posting the Crate & Barrel Newsletters was unnecessary as they now archive their ads - including email - on their website. Interesting...check it out. They've even gone so far as to make "view all Thanksgiving newsletters" the primary call-to-action in campaigns 2-4 in this series.

Crate & Barrel Thanksgiving Series




From: Crate and Barrel
Subject Line: Thanksgiving Countdown Ideas. Free Shipping, too.
Date: Thursday, October 26, 2007

From: Crate and Barrel
Subject Line: Time-saving Thanksgiving menu. Plus Free Shipping.
Date: Thursday, November 1, 2007

From: Crate and Barrel
Subject Line: Serving the Thanksgiving Feast. Free Shipping, too.
Date: Monday, November 5, 2007

From: Crate and Barrel
Subject Line: Last minute turkey essentials. Plus Free Shipping.
Date: Thursday, November 15, 2007

Chefs Thanksgiving Series




From: chefs
Subject Line: Day 1: Countdown to Thanksgiving Free Shipping Any Size Order
Date: Monday, October 29, 2007

From: chefs
Subject Line: Day 2: Thanksgiving Tools and Gadgets with Free Shipping Any Size Order
Date: Tuesday October 30, 2007

From: chefs
Subject Line: Day 3: Main Course plus Free Shipping on Any Size Order
Date: Wednesday, October 31, 2007

From: chefs
Subject Line: Day 4: Dessert plus Free Shipping on Any Size Order
Date: Thursday, November 1, 2007

From: chefs
Subject Line: Final Day: Free Shipping on Any Size Order
Date: Friday, November 2, 2007


October 29, 2007 7:15 PM

Thanksgiving Series

Posted by Lisa Harmon
From: Crate and Barrel
Subject Line: Thanksgiving Countdown Ideas. Free Shipping, too.
Date: Thursday, October 26, 2007

From: chefs
Subject Line: Day 1: Countdown to Thanksgiving Free Shipping Any Size Order
Date: Monday, October 29, 2007

Thanksgiving is a super-prep-heavy, gear-intensive holiday - one I personally plan to never ever host. The crazy-complicated big-budget Hollywood movie production nature of the feast gives retailers a number of angles from which to approach it. Enter the email series! Both Crate and Barrel and chefs kicked off a Thanksgiving series this week, which makes for an interesting comparison.

Let's start with subject lines. They both boiled down to the same thing - "Thanksgiving Countdown" and "Free Shipping" - only chefs' SL unfortunately had a relatively "Me Talk Pretty One Day" ring to it: "Day 1: Countdown to Thanksgiving Free Shipping Any Size Order". Is that grammatical!?

Moving into the creative, I was charmed by chefs' tip about how to set the table. It's embarrassingly true that I'm always uncertain as to where to put the fork, and I appreciate that they were willing to get so basic. But I was disappointed that the content tidbit was totally unrelated to the imagery featured below it. Why not show place settings!? And while chefs' clearly read Chad White's "All I Want for Christmas Are Daily Deal Emails" Reportlet, I would have loved to have seen the deal relate to the story as well. (A pastry blender couldn't be more random!)

Conversely, Crate and Barrel did a beautiful job weaving together content with relevant imagery; their message has a very editorial feel. I love the "N weeks" graphical header, which I assume we'll see as a visual tie between each email in the series. I also enjoyed the lead-in to next week's topic, "talking turkey." Still, call me a "marketer's designer" all you want, but I don't think it would hurt too much to add a few obvious points of click-through to encourage sales? C'mon, kids! Think of it as a form of customer service...

Last point: while I've been constructively critical, I do want to hand it to both chefs and Crate and Barrel for two signs of email program maturity:
(1) Planning far enough in advance to even conceive of an email series and
(2) Having planned it, executing it, despite an email or two that may not generate as much short-term revenue as - say - a sale message might. Hooray for saying no to email crack cocaine!

Last pointless: I personally do not enjoy turkey. However, that leaves more room for multiple servings of dessert. My Thanksgiving prep tip: don't forget the punch n' pie!


April 26, 2007 8:26 PM

In the Bag

Posted by Lisa Harmon
From: J.Crew
Subject Line: Style tip: add a monogram
Date: Thursday, April 26, 2007

Speaking of relevancy, this photo is brilliant. It hits all the Mother's Day cues - pink, roses... How much more effective is this than awkwardly-forcing a random monogrammed tote bag to be an MDay-appropriate gift?

I also think there's something to be said for the way J.Crew owns the inbox by filling all empty space with a background color. It draws our attention to their message and envelopes us in their brandworld. I'd like to see an A/B test comparing this design - cloaked in green - with a white background version.
March 7, 2007 9:11 PM

Refreshing

Posted by Lisa Harmon
From: CB2
Subject Line: wait til you see this chair
Date: Tuesday, March 6, 2007

This campaign from CB2 is a breath of fresh air. It's simple, bright, seasonally-appropriate, and just plain happy. And the subtle butterfly animation makes the whole thing that much more "just so." There's a tangible sense of creative and marketing teams getting excited behind this one, and subscribers can feel that. You guys win the spring spirit award this week for sure.
June 12, 2006 7:51 AM

Just Plain Stylish

Posted by Lisa Harmon
From: Barneys New York
Subject Line: Dad Deserves - Vintage Cufflinks
Date: Friday, June 9, 2006

From: Barneys New York
Subject Line: Dad Deserves - a Barneys Gift Card
Date: Monday, June 12, 2006

In the mess of busy last-minute Father's Day messages, these two very simple, very stylish campaigns from Barney's really stand out. Dollars-wise, they'll probably lose out to free ship upgrades and other offers, but Barneys is resisting the temptation to comprimise their brand for a few quick bucks. Today, Barney's deserves an aesthetic slap-on-the-back.


May 29, 2006 5:18 AM

Memorial Day Savings

Posted by Lisa Harmon


From: stride rite
Subject Line: Stride Rite® In-Store Memorial Day Sale: $19.99 and up!
Date: Monday, May 22, 2006

From: Janie and Jack
Subject Line: Celebrate the Season and Summer Savings
Date: Tuesday, May 23, 2006

From: J.Crew
Subject Line: 30% off swim, just in time for summer
Date: Thursday, May 25, 2006

From: Burberry
Subject Line: The Burberry Sale on burberry.com
Date: Thursday, May 25, 2006

Perennially, Memorial Day is a time for red, white and blue sale messaging. Let's take a look at how a handful of retailers spun it this season.

Stride Rite followed the classic Memorial Day formula with a star-centered graphical campaign. They list a date range and a big, fat under $20 price point, all with the intention of driving traffic to retail store locations rather than generating web sales (another tactic common to three-day weekends.) Two thumbs up; this campaign is clean and clear. One recommendation for improvement (which applies to all Stride Rite campaigns): take better advantage of your horizontal space. You've got about 300 extra pixels hanging out alongside your current creative, just waiting to be leveraged.

Janie and Jack do a tasteful Memorial Day message, subtly integrating the holiday spirit with their classic brand. Predictably, Janie and Jack's summer savings take a secondary position as a submessage rather than an all-out red, white and blue blast.

J.Crew is crafty with their swimwear savings; they take a lackluster product and give it iconic, flag-waving status, probably offloading a lot of overstock in the process. This is an excellent example of using what you've got to your advantage. Love it.

As a British brand, an American national holiday puts Burberry in a funny position. Rather than capitalizing on red, white and blue, the British flag goes yellow for Memorial Day savings. Is Burberry showing a little anti-American sentiment?

So, we've had a few hot dogs and bought a couple swimsuits on the cheap. Happy Memorial Day. Ah, America...
May 12, 2006 6:31 AM

Personalize her ride?

Posted by Lisa Harmon
From: VespaMagazine@VespaUsa.com
Subject Line: A Vespa Mother's Day
Date: Friday, May 12, 2006

This is a classic example of a forced seasonal spin. How many folks are going to buy Mom a Vespa two days before Mother's Day? This doesn't work from classic gifting or logical timing perspectives.

If you want to take advantage of a holiday or seasonal opportunity, only do so if it actually makes sense. Otherwise, as in this example, you'll not only fail to sell Vespas as Mother's Day gifts - you'll also alienate the customer considering a Vespa not for mom. Additionally, make sure you get the timing right: two days before the holiday doesn't work unless it's a "Last-Minute Free Shipping Upgrade" message. Generally, it works to start promoting holidays (other than Christmas) about one month in advance.
May 10, 2006 9:27 PM

Just a Note

Posted by Lisa Harmon
From: Janie and Jack
Subject Line: Celebrating Motherhood...
Date: Wednesday, May 10, 2006

While we do need to maximize campaign profitability, I am all for taking a break every now and then and sending out a sweet greeting like Janie and Jack did this Mother's Day. As their primary shopper is mom, it doesn't make much sense to promote gifts for mom, and I just think it's nice that rather than ignoring the occasion completely they took the opportunity to send good wishes.

I would love to see more greetings like this one. Wouldn't it be a laugh to get a message from Gap or whoever that just says "Hi, how are you? I hope your day is going well."? I seriously dare someone to do that. And when you do it, make sure I'm on the distro list!
February 4, 2006 4:56 PM

Love it!

Posted by Lisa Harmon
From: Barneys New York
Subject Line: Love it!
Date: Friday, February 3, 2006

Barney's put together a fun, simple suite of EDMs for Valentine's Day; they've used this same format for a series of messages featuring this season's gift picks. The creative is pretty cute, although it doesn't include a single call-to-action... but I just love the concept of "Love it!" as a Subject Line and Headline because we're always saying "Love it!" around here, about everything. It's sunny out. "Love it!" It's lunchtime. "Love it!" It's a $1,200 Mini Croisiere handbag. "Love it!"
January 27, 2006 11:03 AM

Love is in the ear.

Posted by Lisa Harmon
From: Apple
Subject Line: Great gift ideas to surprise your valentine.
Date: Friday, January 27, 2006

This EDM came to my attention via a colleague - thanks! The heart-shaped ear buds, the affectionate shot within the iPod Photo, and the "Love is in the ear" copy are all spot-on, coming together to form a really strong seasonal message. Nice work, Apple!
January 17, 2006 9:17 AM

Trickle-Down Effect

Posted by Lisa Harmon
From: Old Navy
Subject Line: Spring It On! The Season's New Arrivals Are Here
Date: Tuesday, January 17, 2006

The collage look is cute, but so similar to what Urban Outfitters was doing last season. UO has transitioned to a slightly more controlled "rubber stamp" look for spring, making this feel a little behind.
January 9, 2006 4:41 PM

Trend Report

Posted by Lisa Harmon
From: Pottery Barn
Subject Line: Trend Report 2006: Small touches with big impact
Date: Monday, January 9, 2006

PB Introduces the season as a trend authority. I like this. It offers a few style tips without going into newsletter-style detail that no one will read anyway.
January 4, 2006 3:26 PM

Start Fresh!

Posted by Lisa Harmon
From: Anthropologie.com
Subject Line: START FRESH!
Date: Wednesday, January 4, 2006

I wish the creative were as strong as the subject line. I was inspired to click through by the strong simplicity of "START FRESH!", and wanted to see something special and new.
June 7, 2005 4:51 PM

Wonderfully Summer

Posted by Lisa Harmon
From: Crate and Barrel
Subject Line: Summer's officially in session
Date: Tuesday, June 7, 2005

Beautiful!
March 21, 2005 10:18 PM

Spring Break

Posted by Lisa Harmon
From: PBteen
Subject Line: Get free shipping on Spring Break greats... at PBteen
Date: Monday, March 21, 2005

Fun and refreshing, just like Spring Break should be! Love the silly little "FREE SHIPPING" crab in the corner.
January 15, 2005 7:30 PM

In the Details

Posted by Lisa Harmon
From: Ann Taylor
Subject Line: Spring is in the details...
Date: Tuesday, January 25, 2005

Here, Ann Taylor does a nice job of introducing new spring product. The close-ups show us what makes these items different from last year's. The sweet pink treatment suits the merchandise, and the "Click and see" button is a nice, strong call to action.
One suggestion: add product names and prices to the product imagery.
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