September 19, 2011 6:04 AM

Brief Subject Lines

Posted by Lynn Baus

A recent scan of my inbox shows a fair number of subject lines composed of four words or less. It seems that brevity is not only the soul of wit, but also an experiment in attaining higher open rates. Let's take a look at a few samples.

RETAIL

Subject Line: 50% TO 70% OFF
From: Overstock.com
Date: Wednesday, September 14, 2011
> View Live Email

Subject Line: Watt's up!
From: Benefit Cosmetics
Date: Thursday, September 15, 2011
> View Live Email

Subject Line: One Boot, Two Ways
From: Nine West
Date: Thursday, September 15, 2011
> View Live Email

Subject Line: Embrace the Equinox
From: Etsy Weddings
Date: Wednesday, September 14, 2011
> View Live Email

Subject Line: Owl Obsessed
From: Paper Source
Date: Wednesday, September 14, 2011
> View Live Email

Subject Line: got run goals?
From: lululemon athletica
Date: Thursday, September 8, 2011
> View Live Email

Subject Line: Just Sample
From: Sephora
Date: Friday, September 16, 2011
> View Live Email

DEALS

Subject Line: Half off e.l.f. Cosmetics
From: Tippr
Date: Saturday, September 17, 2011
> View Live Email

LIFESTYLE

Subject Line: 20-Minute Salmon
From: Real Simple
Date: Wednesday, September 14, 2011
> View Live Email

Subject Line: It's Goop - SEE
From: Goop
Date: Thursday, September 15, 2011
> View Live Email

TRAVEL

Subject Line: Hello and welcome
From: TripAdvisor
Date: Thursday, September 15, 2011
> View Live Email

INDUSTRY

Subject Line: Hire the HACKERS
From: THIS WEEK on TED.com
Date: Tuesday, September 13, 2011
> View Live Email

It makes sense, fewer words allow the subject line to be succinct, even pithy. Shorter statements also have the benefit of being scannable in a dense inbox environment and easier to understand at a glance. The most well crafted usage of the technique are those subject lines in which the from address does the heavy lifting for brand recognition and the preheader snippet forms a bridge into the email content. Take a look at the best example from the batch.

Notice that Lululemon features a brand-centric from address "lululemon athletica", then asks a short question in the subject line, "got run goals?", finally transitioning in the preheader text snippet with "Fact: running with others makes you faster." -- very smart. I'm definitely inspired to give shorter subject lines a whirl.

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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.

>> View Live Email

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July 22, 2011 12:08 PM

Subject Line Savvy

Posted by Lynn Baus

From: lululemon athletica
Subject Line: #newness
Date: Fri, Jul 22, 2011 at 9:12 AM

We all suffer from inbox overload, too many messages and too little time. Using a scanable subject line can make or break a campaign. And that's why I love this message from LuLu Lemon. With one word and a hash tag they've cut through the clutter and created compelling reason to open.

Continue reading Subject Line Savvy.

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July 5, 2011 4:45 PM

Seeing Stars

Posted by Kathryn Alva

From: Free People
Subject Line: Rock ★
Date: Tuesday, July 5, 2011

Fireworks, stars, and stripes - oh my! It must be 4^th of July in my inbox. Though, despite all the patriotic sales and celebrations, only one star stood out to me - and it stood out because it wasn't actually in an email...

The subject line for this Free People email was "Rock Star," with the word actually coded in html to appear as a star character (for those of you wondering, the code for a star is &-#9733). In gmail I use the star system to mark emails that I might want to go back to someday, so as I skimmed the subject lines in my inbox, this pre-starred email caught my eye. And when something grabs my precious and short attention, I'm much more likely to investigate by opening the email. Which I did.

The actual email had nothing to do with the 4^th of July, it's announcing their new July catalog, which seems to be themed around Stevie Nicks-ish 70s rock star style. I might not have opened the email if it had simply said "Check out the new July catalog" (or something to that nature), so I guess you could say they got me with the star treatment.

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June 23, 2011 1:02 PM

Subject Line Hall of Fame

Posted by Lyla Reinero

From: fredflare.com

Subject Line: Shoes... $14.99

Date: Thursday, June 23, 2011

fredflare.com's emails are totally working for me... they are always delightful and the subject lines are impossible to resist! This example is short, sweet and to the point. Plus, I can't turn down a good shoe sale. :)

From a design perspective, the only thing I don't get is why didn't they pop one more dress image into the bottom row?

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June 7, 2011 10:35 AM

Call me Crazy

Posted by Lyla Reinero

From: CUSP
Subject Line: Color Me Coral
Date: Tuesday, June 7, 2011

I love the color coral and I love this dress, but it is not coral. Just sayin'...

If CUSP had to have aliteration in their headline/subject line, maybe they should have gone with Ready in Rose.

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April 29, 2011 10:16 AM

Horse, carriage or helicopter?

Posted by Lisa Harmon

From: Barneys New York

Subject Line: TODAY at 3pm! Tweet with Simon Doonan about the Royal wedding!

Date: Thursday, Apr 28, 2011

On the royal heels of a timely wedding-related post by my colleague Tanya Williams, I'll pipe in with another interesting example of queenly creative. This one comes from Barneys New York, and is relevant not only because it manages to ride on the--er--train of an exciting occurrence, but also because of how it uses the email channel to promote a Twitter event.

So what did we think of Kate's dress?

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April 25, 2011 2:49 PM

Apology from Yahoo!

Posted by Joy Daniels

A mistake can lead to surprising outcomes.

I learned this when I worked at Yahoo! in global direct marketing. The price of a service was listed incorrectly an HTML acquisition email, and I owned the email program. Great.

I got approval from one of our founders to send out an apology email to the original email recipients--explaining I'd made a mistake on the price. (In the meantime, I'm envisioning 11 million people demanding the incorrect price or the press attacking our partner at the time, SBC, for the incorrect price.) Plus, great way to have a meeting with one of the founders.

The unexpected happened. The apology email wasn't a promotional email, but the apology email resulted in the same amount of orders as one of our typical acquisition emails. Why? The stats indicated the subject line was strong: Apology from Yahoo!" This makes sense; the subject line is direct and short and an apology from a major company? Intriguing. Subsequent orders? Probably a combination of the additional touch point and the novelty of an apology email (this was about 8 years ago).

Could it be that its OK to show the human side of your business?

I do know this. Because of this experience, a good blueprint for a mistake: Take responsibility. Look for solutions. Apologize. (And as quickly as possible.)

How will you communicate with customers in the event of, well, an unexpected event?

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April 6, 2011 10:06 AM

High Five, Orbitz!

Posted by Lisa Harmon

From: Orbitz
Subject Line: Lisa, need a flight to Stockholm? Fares from $554 round-trip.
Date: Wednesday, April 6, 2011
There are so many things that are right about this email that I don't know where to begin! I'm just going to take it from top top bottom.
1. The Subject Line: Yes, I am Lisa. Yes, I am searching for a flight to Stockholm. While personalization can sometimes err on the side of gratuitous, the double data points included here are working for me. This is relevancy.
2. The Preheader: Love that the "add to address book" language links out to a page with different instructions based on email reader.
3. The Body: The treatment of personalized data, down to the city name embedded in the call-to-action button, is impressive. Here we have an excellent melding of HTML-friendly text, dynamic data and cute copy (in the subheadline.)
4. The Submessaging: The graphical submessage division treatments are light enough such that they don't feel boxy, but clear enough to delineate one message from another. The headline treatment variation and sidebar inclusion add to the positive aesthetic experience.
5. The Customer Stories: "Price Assurance" is a difficult concept to communicate in just a few words. While Orbitz does a good job of this with the siderail copy ("Get cash refunds ... automatically / Never overpay on Orbitz"), the addition of reifying stories from actual customers makes an ethereal benefit real.

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March 19, 2011 2:00 PM

Where's the Mystery?

Posted by Lyla Reinero

From: The Children's Place
Subject Line: Up to 50% Off -- Open & Try Your Luck
Date: Thursday, Mar 17, 2011

From: The Children's Place
Subject Line: Have You Tried Your Luck Yet?
Date: Saturday, March 19, 2011

I am beginning to think that I must be the only one who finds Mystery Deal emails and perplexing (you can read my previous blog posts about them here and here). Admitedly, I haven't been privy to any data on how well they perform in general, so I'll just assume that since I have seen them repeatedly, they must be somewhat successful. Also, The Children's Place is not the first to use the whole Irish Luck theme for a Mystery Deal/St. Patrick's Day email. Fellow Responsys blogger Chad White wrote about Chadwick's doing so here.

Allow me to just say first that I ♥ The Children's Place. Their sales are some of the best around, the product is darn cute and the the quality:value ratio can't be beat. With that said, I can't help but feel let down by this set of St. Patrick's Day emails. The first email Subject Line is "Up to 50% Off -- Open & Try Your Luck". Ironically, despite the (potential of) 50% Off being a great offer, I actually missed the first email when I scanned my in-box on 3/17. It was the second email sent 2 days later with the "Have You Tried Your Luck Yet?" SL that caught my attention, because it seemed odd to me that a retailer would continue to market the St. Patty's Day angle after the fact. But going back to the first SL, I was feeling relatively unlucky that my deal was merely 15% off when it could have been up to 50%. So much for luck o' the Irish!

At least all I had to do to discover my deal disappointment was to click the email... I would have been more annoyed had I taken the time and loaded up my shopping cart (as I have seen in past mystery deal emails). In the end, the big mystery to me is how do they distribute the deals? Totally randomly? By previous purchases? (Doubtful, as I consider myself a big spender). Did anyone else get this email who cares to share their deal and/or thoughts? Do tell!

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October 24, 2010 5:45 PM

Hey, guys

Posted by Alex Madison

From: Barneys
Subject Line: GUYS! Don't get caught in a leisure suit...
Date: Saturday, October 16, 2010

The copy in this Barneys email is spot on. For brands that often target to the ladies, it can be tough to pull off a dude-directed message while staying true to the brand voice. You don't get the sense that this message is coming from a guy, but rather that a fashionable girl is shaming the gents into getting cleaned up (GUYS! Don't get caught in a leisure suit...). The red "Forward to a friend!" link stands out, too, and I wonder how many male subscribers actually got this message second-hand. That said, it would be nice Barneys had crafted a subject line and headline that actually spoke to one another, rather than just using the same line for both.

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October 18, 2010 11:36 AM

Anthropologie Hits the Streets

Posted by Darrah MacLean

From: Anthropologie
Subject Line: Outfits, on film.
Date: Tuesday, October 12, 2010

If you haven't see it yet, check out the homepage on Anthropologie.com. It's simply brilliant. Rather than just put up a slideshow of their fave looks for fall, they created a live-action street scene, complete with pedestrians and a well-placed cab.

There are five vignettes to choose from: Flower Shop, Bookstore, Cafe, Bike Ride or Bakery. And while each is really short, they're stunning to watch again and again. (My only comment is that the model isn't actually riding her bike in the Bike Ride video. Maybe she had a flat?)

As much as I love the site execution, I have to say that the email could have done a better job of enticing me to click by incorporating the five vignette titles. The subject line is great: Outfits, on film. But the body copy is so subtle that the true beauty of the site experience doesn't really come through in the email. I would have loved to see them figure out a way to bring the movement of the homepage to the email. But then again, I clicked. So they're clearly doing something right!

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August 31, 2010 9:39 AM

OMG!!

Posted by Raleigh Briggs

From: Threadless Newsletter
Subject Line: A lil somethin (OMG A COUPON!!!) so you can stock up for school!
Date: Monday, August 30, 2010

Threadless always has cute, cheeky copy, but I particularly love this goofy subject line. I appreciate the fact that they made me excited about a coupon, even though I look at dozens of email coupons every single day as part of my job. Way to distinguish yourself, Threadless!

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August 26, 2010 7:45 AM

Retail Therapy - Session 2 (Subject Line Testing)

Posted by Jeannine Veloce

Unless you have a highly engaged and active consumer, usually the best way to get a person to open your email is through the subject line. While some say that the 'From Address' is also a factor, I have seen that the 'From Address' is pretty consistent across brands, without many updates or changes over time.

In an already overcrowded inbox, the subject line needs to stand out amongst the rest. Different subject lines work for different brands and different groups of people. You will never know what is working and what isn't unless you test.

There is no solid answer for what works best, so the best way to figure it out is to test. Split out your emails for test groups to see which works best. Send different subject lines to your active consumers over your inactive consumers. Differentiate your frequent buyers from those who haven't made a purchase in over a year. Every consumer is different, and therefore you need to market to them differently to lift engagement.

You should also test and know how your subject line displays amongst different browsers (don't forget about mobile smart phones). While you are testing your email amongst yourself or your company, send tests to all of your accounts (AOL, Yahoo, Gmail, Outlook, etc.) and try to open on your smart phone to see how it renders.

With the holidays quickly approaching, retailers send more volume then ever - so why not test more often? The inbox has more clutter than usual, and you want to get noticed (and you also want to know WHY you may have gotten noticed over another brand). (Also check out the Retail Guide to the Holiday Season 2010 which just came out).

My tips and tricks;

Do A/B test splits that have a specific element where you can clearly define why one outperformed the other

Conduct both random splits of your list, as well as splitting out based on level of engagement and past activity

Areas to test;

Including the brand vs. no brand in the subject line
Sense of Urgency
Overall length
Word Order (placing the offer in the beginning or end)
Symbols & Characters (!, ..., ?)
Personalization
Capitalization

Reference past results to drive future results

Review past subject lines from last season and pick out your top performers. Re-use or build from those to conduct your tests

Attached is a snapshot from a GMAIL inbox. What stands out to you? I highlighted what caught my attention.

Sample Gmail Inbox

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July 28, 2010 10:55 AM

TGIW !

Posted by Jeannine Veloce

From: Banana Republic
Subject Line: TGIW. 40% off two items--today only. Plus get free shipping!
Date: Wednesday, July 28, 2010

I love this subject line! Mainly because of the 'TGIW', not even because of the amazing offer of 40% off. I think the TGIW breaks up the monotony of the other subject lines in my inbox this morning, and also made me smile and look forward to the summer weekend. Did this catch anyone else's eye?

The subject line is content heavy; it has a creative element (TGIW), offer (40% off) AND free shipping - what more can you ask for?

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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!

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May 27, 2010 3:36 PM

The Secret & Mysterious Discount Strikes Again

Posted by Lyla Reinero

From: Company Kids
Subject Line: Shhh! A secret offer just for you - up to 40% Off!
Date: Thursday, May 27, 2010

Maybe I've been looking at Retail Emails too long, and perhaps I've gotten a little jaded, but I really can't help but wonder if the "random discount" is a great marketing strategy. It doesn't make any sense to me. First of all, why be secretive about a deal? Has the Company Store not heard about FTAF? I was enticed to click open the email by the second part of the subject line "...up to 40% Off!", but I know I would be disappointed if I only got 10% off my purchase.

And how do they determine the discount? Is it actually just "Buy More Save More", but with the dollar amounts in disguise, or does the person buying a couple of wash clothes have just as good a chance of hitting the 40% Off jackpot as the crazed pregnant lady who is nesting and feels compelled to buy new sheets and towels for her entire family? (I can poke fun - I've been there!)

Whatever the case may be, I have seen "Mystery Deal" emails before, so my guess is that they must have some relative success. Does anyone have inside information about this topic that they would care to share?

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May 7, 2010 2:13 PM

Looking good, giggle.

Posted by Alex Madison

From: giggle
Subject Line: more than just good looks
Date: Wednesday, May 5, 2010

Giggle does such consistently strong work with their email creative that I just wanted to give them a shoutout. While the color scheme on this one seems a little wonky (to my non-designer eyes - and probably because of the color of the stroller), their copy nails it. From the subject line to the headlines on their submessage three-pack, the copy is fun, playful and professional, and it all sounds like stuff you might hear one hip mom say to another while sipping lattes at the playground.

They use their submessages to offer stuff that could make the stroller in the hero even better. In past emails, I've even seen them show step-by-step instructions on stroller folding...which can be tricky (as a former nanny and user of many strollers, I confess that more than one stroller has outsmarted me).

Almost always, giggle's clean designs, clever copy and knack for tying their messages into one cohesive story makes their products seem like must-haves. Keep it up, giggle.

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March 25, 2010 9:23 AM

west elm is...

Posted by Lisa Harmon

From: west elm
Subject Line: west elm is...
Date: Thursday, March 25, 2010 3:20 AM

I hadn't opened a west elm email in a while. This one hit my inbox this morning, and the Subject Line inspired an open. The phrase "west elm is..." invokes a certain sense of curiosity. What's the big news?

I wonder whether this email was sent to west elm's entire audience, simply as a brand differentiation reminder, or whether it was sent specifically to me, "the unengaged," as a reminder as to why I might want to re-think my relationship with west elm. Following on from the smart subject line, we read the clever headline, "what makes us we?", which is part literal (the "w" and "e" in "we" being west elm's initials) and part philosophical koan, reaching into west elm's asian style influence.

I have but one hang-up, and it has to do with parts of speech:
west elm is STYLISH. Check.
west elm is MODERN. Check.
west elm is SIMPLE. Check.
west elm is... VALUE? The switch from adjective to noun here is tough for me. I understand, though, that value messaging is very important "in these degenerate times", and I honestly can't think of an adjective substitute that would fit this situation.

Any suggestions? I think we could all use some help with innovative new ways to deliver the value message.

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March 23, 2010 3:28 PM

And the Oscar Goes to...

Posted by Andrea Taylor

From: Fandango
Subject Line: Oscar winners and losers
Date: Monday, March 8 2010

I received this message the day after the Oscars, so if you haven't heard anything yet about the winners, losers or the actress with the worst dress (what was she thinking?!), no worries - Fandango has all the Oscar buzz you need to know.

The Oscars are long over but this email still sticks out for me. I think the best feature in this message is the hero with the sealed envelope. I really like that Fandango has taken on the Oscar tradition of announcing the winners in this way, there are no spoiler alerts or in-your-face photographs with the happy winners. It doesn't feel like a tabloid and it carries on the elegance of everything "Oscar." If you haven't heard anything about who won, you can simply click, let the anticipation build and see the results.

My only disappointment is the subject line. I think it's pretty boring, even though all of the information I need to know about this email is right there. I would've been even more excited to open this email if the subject line was as intriguing as the headline.

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March 18, 2010 3:42 PM

Free Shipping vs. Quick, Quick! Free Shipping

Posted by Jon Stanesby

From: New Look
Subject Line: Open me quick for Free P&P - Ends Midnight tonight
Date: Tuesday, March 16, 2010

From: New Look Facebook Update

It's such a simple concept: One message - say it loud, say it proud. A fashion retailer from the UK has dug up this old tactic and executed it nicely with their new look. I love the time sensitive push in the subject line, it's so in-your-face. Hopefully, consumers are much like Alice in Wonderland who, when told to drink or eat something, will acquiesce in a heartbeat.

Free shipping as an offer is perhaps overused but do consumers still find it as much of a "treat?" Does it just concentrate revenue, which was already bound for your brand, into a single 24hr period? Possibly, but it also trumps the competition on that day by bringing in some extra cash which may have been spent elsewhere. They probably could have done with a bit more focus on the image, in fact, I can take or leave the two chaps who might be about to audition for some reality TV music show.

The balance of system text is also too much in favour of images - the personalisation at the top is a little hollow as it is not followed up or relevant to me. The email was supported by much Facebook and Twitter activity and created a dialogue around the offer and generated some community excitement, which is always well advised.

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March 15, 2010 4:20 PM

When the Word "Free" Works on Your Behalf

Posted by Heather Goff

From: Southwest Airlines
Subject Line: Fly One, Get One FREE For Colorado Rapid Rewards Members!
Date: January, 2010

From: Southwest Airlines Landing Page

Not too long ago, I received an awesome email from Southwest Airlines. The 3 things I like most about this email are the fact that it's relevant, simple and truly rewarding.

1. It's relevant because I'm a Colorado resident, a Rapid Rewards member and I just happened to need travel booked in the month of January. How did they know? ☺

2. It's simple. The subject line explains what's in it for me. I recognize some marketers are hesitant to use the word FREE in a subject line, however, I believe this is a high value scenario when the benefits of using the word FREE outweigh the risk of content filtering. The 3 simple steps needed to book my trip were bulleted and straightforward. The registration landing page was short and sweet and had my rapid rewards number pre-populated in the form, it literally took me less than 5 seconds to read and click.

3. Taking advantage of this campaign was truly rewarding. I booked my flight a few days after I received this email and was excited about the perks of Business Select: a guaranteed group "A" boarding pass, Fly By Priority Check-in, security lanes at the airport and a drink coupon. Now that's rewarding. Luv'in Southwest.

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January 20, 2010 7:48 AM

I Resolve to Love Kate Spade.

Posted by Darrah MacLean

From: kate spade
Subject Line: i resolve to wear out my passport
Date: Thursday, January 7, 2010

From: kate spade
Subject Line: i resolve to sing in the rain
Date: Thursday, January 14, 2010

Simple, clean and fresh. What a perfect way to start off a new year. Kate Spade is carrying this "i resolve..." handle throughout all their emails this month and I love it. Everything about this email gives me room to breathe. From the photography to the typography, and the free shipping top promo to the social footer. My fave is the "i resolve to sing in the rain". Given that I'm practically rowing a boat to my local coffee joint because of all the rain, the timing on that one was perfection. My only gripe is the landing page experience. When you click on the "Shop the Collection" link, it takes you to a pretty little landing page with a few rain essentials... and a few randoms (why is there a necklace on this page? is it waterproof?). Wish they had more of a selection to really tell the rainy day story. They have two jackets, one boot, two bags and an umbrella. Makes me wonder what a Macy's or a Piperlime or a Nordstroms could do with this type of story, since they have so much more to choose from.

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January 12, 2010 11:05 AM

Product Giveaway as Enticement for Reviews

Posted by Lyla Reinero

From: CHEFS
Subject Line: LYLA: Win a Top Rated Kitchen Product from CHEFS Catalog!
Date: Tuesday, January 12, 2010

I still haven't quite completely dealt with my mess of an email in-box in the aftermath of the holiday season, so I have to give CHEFS credit for having a subject line intriguing enough to grab me. As a kitchen gadget fanatic, I got even more exited when I opened the email and saw the images of the prizes to be offered: KitchenAid Artisan Stand Mixer! Wüsthof Gourmet Block Set! Waring Flip Waffler!... and that was just the top row of a dozen different prizes. There is a catch for entering to win one of the lovely goodies, however (not that I should be surprised). Clicking on the "Enter to Win!" button took me to a nearly identical page with a "Write A Review!" button. I was still game at this point. It was the next page that deflated my balloon - 9 multi-step steps to write a review! I'm sure that it was meant to be a helpful tutorial, but unfortunately they lost me there.

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January 11, 2010 9:43 AM

Social Takes Center Stage. Sort Of.

Posted by Darrah MacLean

From: west elm
Subject Line: Get exclusive west elm offers on Facebook and Twitter
Date: Saturday, January 9, 2010

Although this email was sent on Saturday, which according to The Retail Email Blog is the least popular day of the week to send emails, I was pretty excited to see an entire email dedicated to social. There isn't a sales pitch for product to be found, from preheader to footer. I was intrigued enough to become a fan on Facebook.

When I got to the west elm Facebook page, my excitement faded. Fast. There were all kinds of wall posts from other fans, but precious few content gems from the west elm team and only a few photos. And even after I officially became a fan, there wasn't a special offer to be found. Somehow I was hoping that once I got behind the secret fan curtain, there'd be some cool stuff waiting for me. No such luck.

This brings me to my big gripe with companies adding Facebook and Twitter experiences to their emails: Lack of content. It's not enough to just get people to your page, you need and want them to come back and participate. Two steps forward for the social-centric email. One step back for a disappointing experience.

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December 23, 2009 1:03 PM

If Your Customers Have Money to Burn... Tell Them!

Posted by Heather Blank

From: Bluefly
Subject Line: You Have Credit In Your Account + EXTRA 15% OFF Everything!
Date: Monday, December 14, 2009

Free money at the holidays! Who doesn't love that? Right in the middle of my holiday shopping frenzy, I was sent this email from Bluefly. What a perfect example of how minor segmentation (and what I assume was minimal effort) can drive major results. The versioned subject line reminding me of a credit caught my eye and made me do a double take on an email that I usually ignore (does anyone really read their Bluefly email EVERY day?). Once I opened the message I noticed a simple banner that reinforced the credit messaging.

I think most marketers feel that segmentation is a big, complex strategy that they don't have the time for or the data to tackle. Bluefly shows us that segmentation can be achieved with a simple version of the subject line and one small banner at the top of a regular campaign. No major data and RFM modeling required. Just simply pull a list of customers who have money to burn and watch the revenue come in.

Well done, Bluefly! Now the big question is do I spend the extra money on buying gifts for others or myself?

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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!  

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December 17, 2009 10:20 AM

On the 12th Day of Christmas

Posted by Heather Goff

From: Fresh Pair
Subject Line: The 12 Thongs of Christmas + Shop Our Biggest Sale of the Year
Date: Friday, December 9, 2009

I want to thank the Smith-Harmon team for building a great blog and allowing us to contribute. It's an honor.

I don't know about you, but I have a ton of emails pouring into my inbox right about now and it takes a lot to get me to open them. The subject line of this particular email made me smile, but more importantly, it got me to open it. 12 thongs of Christmas is a funny theme and it definitely made me want to find out more - isn't that the perfect formula for a winning subject line? 80 percent of respondents decide whether to click the "Report Spam" or "Junk" button without opening the actual message, while 69% base their decision on the subject line. (Source: A survey conducted by the ESPC and Ipsos).

Once I opened the email, the theme and the copy "Getting a little cheeky for the holidays" made me laugh. I'll admit the ornaments in the wreath are racy - and the landing page made me blush - but my level of engagement was up. I would have posted this to my Facebook page, had Freshpair included a SWYN (Share With Your Network) option next to their other social options in the email. I really wanted to talk about this email, so I forwarded it to three friends instead.

Another feature that I really like about this email is how Freshpair created a sense of shopping urgency, and then anticipated my questions about shipping dates for getting my order processed in time for Christmas. Contact information for their Customer Care Specialists is also very easy to find.

I'm looking forward to the next Freshpair email. :)

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December 15, 2009 9:19 AM

'Tis the Season for a Site Launch?

Posted by Darrah MacLean

From: Staples
Subject Line: Check out our new look!
Date: Monday, December 14, 2009

I just can't decide if the timing on this email was a hit or a miss. On the one hand, it offers a break from all the holiday madness hitting my inbox. And since Staples isn't exactly where I do my gift shopping, maybe it was smart to offer a breath of fresh air that doesn't scream HOLIDAY. On the other hand, by sending this email during peak holiday times they run the risk of people overlooking it completely as they search for FREE SHIPPING, SAVE, SALE, etc. etc. Starting out the new year with a new look would have made so much sense. Especially as people get back to the office and realize they need more post-its, pens, folders and what not.

Stepping back from the timing debate, I think the design and copy of this email are stellar. I love the simplicity and easy-to-see callouts that point to the new features. Best of all, when you click on the Visit Staples.com button, you're taken to the homepage where the first story you see supports the new look messaging. I heart follow-through.

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December 11, 2009 12:35 PM

A Little Too Much Cyber Monday Success

Posted by Stefan Pollard

From: Lenovo
Subject Line: Oops - the Lenovo.com site is back up. We've extended Employee Pricing.
Date: Wednesday, December 2, 2009

Sometimes, too much of a good thing can be a problem. You craft the perfect campaign, consumers are eager to find deals and shop, and your website gets overloaded. Then, all the hard work you put into your campaign comes to a screeching halt, and you have to try and figure out how to recover lost sales. Sadly, several retailers experienced "Cyber Monday Meltdown", but how you respond to it can make all the difference.

I'm typically not a fan of the "oopsie" email and I regularly advise against sending apology emails, unless you are going to extend some benefit to the impacted customers and give them a reason to try again. That's why I love this example from Lenovo.

Notice how the subject line and pre-header work in tandem to acknowledge the problem, state it was solved, and promote the extension of the sale. It even clearly lists the date of the extension and reinforces the consumer's benefit. They shortened the email to more of a postcard format, with a very simple call to action. While I can't share numbers, I can tell you the apology email was almost as successful in total sales as the original launch.

When life gives you lemons, make some lemonade.

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November 25, 2009 1:59 PM

Tropical Getaway, Anyone?

Posted by Andrea Taylor

From: Teva
Subject Line: Mush-The Perfect Stocking Stuffer
Date: Monday, November 23, 2009

I am a big fan of Teva shoes; they're comfortable and very durable. Their email, however, leaves me a little confused. After reading the subject line, I agree, Mush sandals are a great idea for a stocking stuffer. However, after opening the email, I'm not reminded of the holidays - I'm whisked away to a tropical vacation. I like the email copy and design, but I find the subject line and primary message disconnected. I think the timing of this email would have made more sense to me if there were some copy about tossing them into my suitcase for a holiday beach getaway. Without it, I feel stranded.

This email would've made more sense to me if I read something like this -

If a tropical paradise is calling your name this holiday, pack a pair of Mush sandals. See new colors and styles of Mush at Teva.com.

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October 29, 2009 9:59 PM

Who's Your Daddy?

Posted by Lyla Reinero

From: UrbanDaddy (and J.Crew)
Subject Line(s): Read below to see the good ones... :)
Date(s): Tuesday, October 13, 2009 - Soon to be Discontinued

What is UrbanDaddy? Is it a "Who's your Daddy" kind of a Daddy and got my copy of Maxim magazine ready for toilet reading material kind of a Daddy... or a stroller pushing, farmers' market shopping, diaper changing, father of my children kind of a Daddy? Methinks J.Crew is betting on the former which is a bummer... because the latter type is more my kind of man.

I'm just not getting it... What exactly is the relationship between J. Crew and UrbanDaddy anyways? Is it a cross-promotion email campaign or full-on corporate sponsorship (like Johnson & Johnson being to BabyCenter what J. Crew maybe is to UrbanDaddy?) or something else entirely? And whatever it is, why is J. Crew pushing it so hard?

Fellow Smith-Harmon blogger Darrah MacLean wrote in an earlier blogpost about her annoyance with the difficulty she had trying to enter the contest for an NYC trip for two that J.Crew was promoting (said prize being J.Crew's enticement to get people to sign up for the UrbanDaddy emails). While I didn't experience the same troubles Darrah mentioned, I do think J. Crew could/should have done a better job of trying to figure out who the target demographic would be for UrbanDaddy before they sent out the contest email (clearly, they missed the mark with me!). My guess is that J.Crew sent the NYC trip promo email to their entire subscriber list without taking into consideration any segmentation. I'm know that I'm not that difficult to track - my cookies are always on - and I've only browsed/clicked/purchased in the women's and kid's departments... and now I am seeing these subject lines in my inbox:
*Rattlesnake Sausage, Belgian Beers and Satan's Whiskers
*Re: Meeting Up Tonight
*Your 7am Beer Is Here
*Late Night Booze and DJs in the Mission
*Endless Happy Hour, Bacon Biscuits and Gin for Days
(IMHO, some of these bear a strong resemblance to SPAM Subject Lines!)

To say that I find the whole "UrbanDaddy experience" offensive might be overstating it a tad, but something about their emails make me feel a smidgen uncomfortable and/or irritated. I know I have the option to simply unsubscribe (and I plan to - just as soon as I finish writing my little rant here), but I'm annoyed that I have to take the steps to do so. While I realize it's up to me to read the fine print, and that there's no real harm done, I kinda feel like a sucker for getting roped into signing up in the first place.

Ultimately, whatever the relationship is between the two, I'm having a hard time figuring out why J.Crew is associating itself with UrbanDaddy. The J. Crew man I picture is handsome, rugged and dresses with mad style (like my 'BabyDaddy') - ~~UrbanDaddy is just its loser wannabe hangin' in Las Vegas Lothario friend~~.

This is just my 2¢... thoughts/comments anyone? :)

*Addendum - I am adding a little edit to this piece (strike-through on the last sentence). I did unsubscribe from UrbanDaddy and when prompted for my reason for leaving, I put the link for this blog in the comments section. Shortly after, I was contacted by Urban Daddy's Business Development Manager who wanted to know if I would be open to having a conversation about this piece. Uh-oh! No, actually, I called her and we had a lovely conversation, after which I realized that my words in this post came across a little bit meaner than I had intended. I guess publicly breaking up with somebody is never nice to do, and for that I can be "man enough" to apologize.

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October 9, 2009 7:34 AM

Aaaah. Anthropologie.

Posted by Darrah MacLean

From: Anthropologie
Subject Line: It must be October.
Date: October 1

It must be October. What a clever subject line. It's so simple, so relevant, and so unique. I've been meaning to blog about this email for a week now! I know I sing Anthropologie's praises on a regular basis, but I just can't help myself. I'm addicted and I'm not the only one. Just this week I got a text from a friend that said: "Someone needs to do an intervention. At Anthropologie!! Help!"

The simplicity of this email's design and copy draws me in. Starting with the image, it supports the catalog creative brilliantly (check out above). And the copy: "Thirty-one days of craving, the cozy, the rugged, the refined" supports the subject line perfectly and creates a true story. Their call-to-actions are equally as beautiful, and the addition of the "Browse our October catalog" CTA presents a fantastic opportunity to engage their subscribers in an interactive way. Many online catalogs are clunky experiences, but their landing page is seamless.

What I was REALLY surprised to discover is that when I typed "boots" into the search box at the bottom, I was taken to a landing page with... boots! Instead of landing me on the homepage where I could retype my search word, they actually delivered on the promise. How novel.

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October 2, 2009 11:34 AM

Marketing to the ADD Crowd

Posted by Lyla Reinero

From: Abercrombie & Fitch
Subject Line: Young and Sexy, Vintage Hoodies
Date: Sunday, September 13, 2009

From: Abercrombie & Fitch
Subject Line: Young and Sexy, Vintage Hoodies
Date: Thursday, September 24, 2009

From: Abercrombie & Fitch
Subject Line: Young and Sexy, Vintage Hoodies
Date: Thursday, October 1, 2009

What? Just in case I missed it the first and second times?

I know A&F's Emails seem to be the favorite "whipping boy" of the Smith-Harmon bloggers, and I'm loathe to just jump on the pile, but c'mon already!! I guess Abercrombie's marketing style is to beat you over the head with it... For this "Vintage Hoody", I've received 3 emails (so far... who knows? Maybe I'll get more!). For their "Destroyed Jeans" 5, and "Preppy Plaid Shirts" 9(!?!). And, furthermore... they were too lazy to even mix it up a little with the Subject Line!

Just so I say one nice thing though, as previously commented by fellow Smith-Harmon blogger, Alex Madison, I do like that they being creative and doing the horizontal format.

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October 1, 2009 4:56 PM

An Email That's Sheer Bliss

Posted by Darrah MacLean

From: Bliss
Subject Line: a gift from the 'youth' fairy
Date: September 30

In recent months, I hadn't been in love with Bliss marketing stuff like I used to be. Until, I got this email. My love affair is rekindled. Eternally on-brand with their messaging and imagery, the subject line pulled me in and the creative delivered. It's a little too cutesy for some people, but I do love the copy: Feeling cynical? Check out the clinicals! Including customer survey results when they're as impressive as these numbers are is a smart way to backup your story. The secondary messages also fit nicely into the overall design package, making this email one of my top five faves for the month of September. Now, if they would only tap into their preheader potential.

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September 30, 2009 4:09 PM

Enter to Win... Psyche!

Posted by Darrah MacLean

From: JCrew
Subject Line: Want to win an NYC trip for two?
Date: September 29

Want to win an NYC trip for two? Heck, yeah! I was pretty stoked to see that subject line waiting for me in my inbox yesterday, excited enough to click-through and TRY to enter. TRY is the keyword here. After five attempts where I kept getting an error saying I needed to enter my email address... which was already entered... I gave up. Looks like they've fixed the snafu as I was able to enter today, but how many other people tried to enter yesterday, only to get totally frustrated and shut-out?

Another odd factor is that the copy talks about a daily trivia contest. And that if I guess right I'll be entered to win the grand prize. Hmmm. All I was asked to do was give my contact info. I didn't see a quiz and I certainly don't see how to play everyday. Something's not jiving here. Plus on the site, the promo calls this a "guys" weekend in Manhattan. Hmmmm again. So no girls allowed? Then why did I get this email? Why are they taunting me as though I might be able to win this trip? I'm just confused. Last but not least, I would also think this would be the PERFECT email candidate for a sweet forward to a friend promo.

To end on a positive note, that subject line was a winner in my inbox.

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September 30, 2009 11:16 AM

The New Ann...

Posted by Lyla Reinero

From: Ann Taylor
Subject Line: Meet Our New Designer + Shop Our New Perfect Pieces.
Date: Monday, August 24, 2009

From: Ann Taylor
Subject Line: Fall In Love With The New ANN: Enjoy 30% Off In Stores & Online
Date: Wenedsday, August 26, 2009

From: Ann Taylor
Subject Line: Find Out Why Our New Pant Fits Are Perfect + New Markdowns Added
Date: Thursday, August 27, 2009

From: Ann Taylor
Subject Line: Find Out Why The NEW ANN Is So Amazing + 30% Off & FREE SHIPPING
Date: Friday, August 28, 2009

From: Ann Taylor
Subject Line: 4 Days Until The NEW ANN Makes Her Much-Awaited Debut + 30% Off & FREE SHIPPING
Date: Saturday, August 29, 2009

From: Ann Taylor
Subject Line: NEW ANN. NEW SPARKLE + Last 2 Days to Enjoy 30% Off & FREE SHIPPING
Date: Sunday, August 30, 2009

From: Ann Taylor
Subject Line: What You've Been Waiting For: Meet The NEW ANN...
Date: Tuesday, September 1, 2009

From: Ann Taylor
Subject Line: Shop Our NEW COVETABLES Collection + New Markdowns Added!
Date: Wenedsday, September 2, 2009

From: Ann Taylor
Subject Line: NEW ANN...NEW STYLES: Shop The Perfect Little Black Dress
Date: Thursday, September 3, 2009

A while back I blogged about my lament over the decline in quality of Ann Taylor. It seemed like they had completely sold out to the bridesmaid crowd. This was particularly upsetting to me, as I had been such a longtime, faithful consumer of the brand. I had decided to blow them off, until now...

Needless to say, I am very excited to check out "The New Ann". This is a mighty impressive campaign IMHO. 9 emails over 11 days, and they all got me sucked in. Looking at them individually, it might not seem clear exactly what it is that is new, but collectively they really manage to convey that apparently everything is new: new designer, new styles, new fabrics, new website, new attitude, the list goes on... (My personal fave was the New Sparkle email - I'm such a sucker for shiny things!). ;)

Also, the subject lines seemed like they were talking to me and helped to draw me in with anticipation (even if some of them do need their own zip-code). I look forward to finding out what this "New Ann" had to offer!

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September 30, 2009 10:33 AM

Most Likely to... Open Email

Posted by Lyla Reinero

From: katespade.com
Subject Line: most likely to...
Date: Saturday, September 26, 2009

Much as I love email, there are times when the sorting through the ridiculously full in-box can feel just a tad like a chore. With that said, I just about always look forward to what the Kate Spade emails have in store.

Funnily enough, this is probably the least visually exciting email I've gotten from Kate Spade, but I just loved the impossible to resist subject line. The body copy was just as clever too... How could I not click through to see which winners were most likely to "stay out all night?". ;)

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September 29, 2009 1:58 PM

Glamour is Contagious. Share with Friends.

Posted by Darrah MacLean

From: The Zoe Report
Subject Line: Ain't No Jeans Wide Enough
Date: September 28

I am an admitted Rachel Zoe Project addict. I can't get enough of the fashion antics and celeb appearances. If you haven't seen this decadent indulgence, check it out on Bravo. In the meantime, let's talk about Rachel's daily emails. As far as blog-type newsletters go, hers just rock. IMHO.

Glamour shot aside, what I love about the emails is that they truly read the way Rachel talks, complete with her fave fashionisms and all. Why is this such an important thing to note? Because it feels like a conversation. As an occasional ghostwriter myself, it's also worth noting that there is a chance that Rachel is not always writing these on her own, and understandably so. She's a busy gal with a lot on her plate. So the coup d'etat here is that if a copywriter is penning these precious gems, she (or he) is a writer who truly understands voice and how to carry it through. Love that.

I'm also drooling over the clever FTAF language: Glamour is contagious. Share with friends. See, SWYN doesn't have to be boring.

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September 23, 2009 12:01 PM

These Boots are Made for Walking

Posted by Darrah MacLean

From: Saks Fifth Avenue Subject Line: Boots, Boots, and more Boots Date: September 19	From: Piperlime Subject Line: The season's "it" boot + the top 10 fall trends Date: September 15	From: Nordstrom Subject Line: Hot Boots Under $100 \| Last Chance for Triple Rewards Points (Details Inside) Date: September 19

The Saks subject line pretty much sums it up: Boots, Boots, and more Boots. About this time every year, my inbox is inundated with the must-have boots of the season. Just check out these three emails I received in the last week. Hands down, my favorite is the Saks email. It's the only one that gives me a full-on view of the breadth of their boot collection. And I really like the fact that they kept it pure, without a secondary message for this one. Piperlime always has great copy and photography, so I kinda wish they'd shown more of an assortment for this email. Instead, they focused on the IT style of the season: the over-the-knee boot. I'm sure they'll showcase more boots in the weeks to come, but it'd be a shopper's dream come true to see all those pretty boots in one email. The secondary message is good in theory, but the execution is a little confusing. The landing page is really cool, so I wish they'd turned this message into a dedicated email and done it a bit more justice. I rarely get excited about Nordstrom emails, and this one is no exception. It doesn't feel fresh and exciting to me. It feels like a department store email. And that's a bummer. The boots themselves are cool, but they feel like the product shot feels dark and dreary. Maybe it's rich in print, but not so much here. The secondary stories are buzz-worthy, but again, they fall flat in execution. They don't inspire me to click through. I want them to inspire me. But they just don't. So, who wins the battle of the boots this year? For me, it's all about Piperlime. I have 5 pairs waiting in my shopping cart. Time to check out, folks.

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September 21, 2009 8:00 AM

How to Organize Your Studs?

Posted by Darrah MacLean

From: The Container Store
Subject Line: How to organize what's HOT now!
Date: September 16

As much as I love the clean design of this email, I'm pretty confused by the copy and the imagery. The Container Store sells containers, right? So why are they telling me that studs are all the rage this fall? Are they branching into accessories? Can I get this studly stuff they're showing at The Container Store? I don't get it. Do you? In the hopes of trying to make sense of this, I thought, well, maybe they're selling the tool that lets you put studs on your stuff? Like the Bedazzler. But no dice. Clicking through just landed me on a page with a bunch of containers. If they'd shown these so-called "trends" organized in containers, now that would have made sense. But they didn't, so now I'm confused.

On the up side, the design of the email is definitely engaging. The call to action is clear, the SWYN is handled nicely, the store pickup is a bonus, and the imagery pops, even if it is random. Last comment of the day on this one: The subject line doesn't deliver on the how-to promise.

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September 14, 2009 12:55 PM

Desperately Seeking a Break

Posted by Stefanie Lince

From: Bluefly
Subject Lines: Several
Date: Monday, September 14, 2009

I love Bluefly, but check out the frequency of their emails.

Wednesday, August 26, 2009 - Coats To FALL For!
Wednesday, August 26, 2009 - Happy Feet! SHOE SALE - Extra 10% off

Thursday, August 27, 2009 - Step On It! SHOE SALE - Now Up To 70% Off
Thursday, August 27, 2009 - Go Glam! NEW Evening Dresses by Vera Wang & Badgley Mischka

Tuesday, September 8, 2009 - Exclusive Preview: Be the First to Shop our New Fall 2009 Collection...
Tuesday, September 8, 2009 - We've Got Leggings (And Killer Heels) + Preview Our NEW Fall Collection!

Well, you start to get the idea and it didn't let up. On September 12th the frequency went to one a day. I have been a Bluefly subscriber since 2003 and I remember getting about two emails a week. Notice the subject lines getting longer as well, with one up to 72 characters. Two emails a day and even one a day is too much based on best practices. I'm exhausted, are you?

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September 10, 2009 12:29 PM

Deja Vu Hollister

Posted by Darrah MacLean

From: Hollister
Subject Line: Woke up in shreds.
Date: September 10, 2009

A few weeks ago (August 24th, to be exact) I blogged about a Hollister horizontal email for shredded jeans. While I liked the creative overall, apparently Hollister REALLY liked it. In fact, they liked it so much they decided to send me the exact same email again today, right down to the subject line. Oh wait, I take that back. They did change up the image a bit by zooming in on the fabric instead of showing the whole jean, but not sure that qualifies as new email creative. Since they decided to make me relive this one again, I'll take a minute to highlight a comment that Amy Hamilton made about a previous Hollister horizontal email. She pointed out that they're making the emails too tall, so subscribers actually have to scroll vertically and horizontally. Smart gal, that Amy.

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September 9, 2009 1:48 PM

Make Me an Offer I Mostly Can't Refuse

Posted by Stefanie Lince

From: Boden
Subject Line: Open me, I expire on Thursday! This Boden offer won't last.
Date: Tuesday, September 8, 2009

Just when I thought I could resist the temptation of spending money, bam, there was an offer I couldn't refuse - almost.

First, the subject line told me exactly what I needed to do, open the email. Second, it clearly stated when the offer expired. Third, the SL told me that I needed to jump on this deal now. When I opened the email, dogs greeted me. Each dog was labeled with the day-of-the-week and showed a percentage off. As a dog-lover, this creative pulled me in, although Boden apparel has nothing to do with pets.

I'm not a designer, but an essential part was missing. I clicked through the hotlinked email and it took me to the home page instead of a landing page with similar creative. I love a great offer, but a seamless email to website experience is just as important.

Cat lovers, what does this email do for you? Hopefully the offer is compelling enough to bypass the canines and get straight to the apparel.

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September 9, 2009 9:00 AM

The Old Bait & Switch

Posted by Stefanie Lince

From: HomeAway
Subject Line: $50 Off Special Offer
Date: Wednesday, August 26, 2009

Deemed a vacation rental website, I have had an affinity for HomeAway's copy and inviting imagery. The subject line tells me I have a $50 offer, that's great!

I clicked through and felt tricked by the message in front of me. Assuming they have multiple subscriber lists, I should be on the renter list, not the homeowner list. I scrolled down to see what the lower messaging offered. A continued lack of relevance to me was surprising. While we always want to create subject lines that encourage subscribers to click, this shouldn't be done at the cost of transparency. I'm curious if anyone else got this email or a similar one with this approach. What was your response?

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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.

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August 24, 2009 9:08 AM

Taking the horizontal route

Posted by Darrah MacLean

From: Hollister
Subject Line: Woke up in shreds
Date: August 23, 2009

First things first. Love this subject line. Love it. I had 30+ emails waiting in my strictly retail email inbox this morning and this is the first one I opened. What I also love is that the subject of the email delivers on the promise of the subject line. It's all about torn-up jeans.

Two big misses for me: 1) At first, second, and third glance, I didn't realize this was a horizontal email. I love that they're exploring a new perspective, but they need to offer some copy to help their email subscribers along. This is a shift in the norm, so a little help would be good. A cool "Keep scrolling" would've helped me figure it out, at least. 2) An even bigger issue for me is that there's no CTA. A simple "Get shredded" would do the trick.

But, even without the CTA, I clicked on the image anyways and was taken to a fantastic landing page within the chick portion of the site. What I can't figure out is how Hollister knew I was a Betty and not a Dude. They never asked when I signed up for email, so I'm thinking they just guessed. Rather than taking a 50/50 shot, my suggestion would be to just add a question to the sign-up a process: Are you a Betty or a Dude? Or better yet, add two CTAs to the email, Betty Shop and Dude Shop.

At any rate, the subject line rocks and so did the landing experience. Now, to try and fit into those skinny-leg shredded jeans... but that's another story for another blog.

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August 18, 2009 7:17 AM

Daily Candy for Wine Lovers

Posted by Darrah MacLean

From: The Daily Sip
Subject Line: Daily Sip: Frick-in' Dry Creek
Date: August 17, 2009

Taking a cue from Daily Candy's playbook, The Daily Sip by bottlenotes focuses on one big feature per email. Short on the sass that Daily Candy is known for, but long on copy just the same, the emails combine a swirl of education with a splash of salesmanship. They bottle each one as a "daily dose of wine knowledge" and they've created a pretty tight editorial calendar around that direction, with five main content types per week: Tips & Tools, Featured Winemaker, Chef Notes, Wine of the Week, and Regional Spotlight.

Overall, I'm really digging these emails and read at least three out of the five I get each week. The tone is friendly and casual, not corporate, which is a definite bonus. That said, I think there are also some things they could do to help their subscribers interact more with the bottlenotes site, which appears to be big on community. (Their tagline is Good People. Great Wine.)

A top nav would be a great start. My suggestion: Wines, People, Notes, Clubs...at the minimum.
Including a few secondary messages that drive people to the site would be key, i.e. a small promo similar to what's on their homepage to entice people to write notes about the wines they're drinking now. It's a no-brainer; the promo is already built!
From an inbox perspective, I'd also change the "from" field to bottlenotes vs. The Daily Sip. They have "Daily Sip" in the subject line itself, so use the opportunity to promote the name bottlenotes in addition to The Daily Sip.

Lastly, I'm the first to admit that I'm not a designer, but I find the right rail ads to be disjointed from the rest of the creative. If it's a bottlenotes promotion, then the design seems to work, but when it's an ad for grass-fed beef...well...it just doesn't, IMHO. If they turned the ad into editorial content, then they could have more control of the creative. They could also connect the ad to the feature story. So if it's about a killer red wine, then reference that the grass-fed beef would be the perfect food pairing. Otherwise, I'm not sure I get why it's there. Any other design suggestions here?

I lied. One last thing. I was a bit bummed by the experience of clicking on the "past sips" button. I was hoping to land in a newsletter archive, but instead ended up on a subscribe to The Daily Sip landing page. Since I already subscribe, this seemed like a miss.

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August 13, 2009 11:51 AM

Candidate for Best Subject Line EVER!!!

Posted by Lisa Harmon

From: YogaBlaze
Subject Line: Bourgeois Sufferings & The Practice of Staying
Date: Monday, August 3, 2009

The newsletter itself is (visually) a dog's breakfast, but how's this for a compelling subject line :)!?!?
Bourgeois Sufferings & The Practice of Staying

How could you not open that? It's an awesome argument for going off-formula and putting some creative thought into those good old SLs. Yay, YogaBlaze!

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July 16, 2009 8:29 AM

Creating Brand Personalities

Posted by Darrah MacLean

From: Serena & Lily
Subject Line: See what Serena hearts...
Date: July 8, 2009

From: Serena & Lily
Subject Line: See what Lily loves...
Date: July 14, 2009

In keeping with the J.Crew email I blogged about a few weeks ago, I'm totally into this idea of hearing what the minds behind the designs are loving about their own collections. For me, it turns these emails from Serena & Lily into a mini magazine spread, like something I'd see in Cookie. They're colorful, beautiful, and short on copy. Very compelling. The Serena & Lily customer is definitely high-end and they do count a few celebrities as their biggest fans, so offering up a special deal or free shipping would feel off-brand with such an editorial-themed email, IMHO. They know who they are and they deliver that brand beautifully. I'm wondering if there aren't more brands out there that could identify a visionary in their own ranks and create a content strategy around him or her? For example, I'd love to hear from Anthropologie's creative director. I'd love to have her email me with her (or his) inspirations. What brands would you want the insider's POV on?

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June 18, 2009 7:44 AM

Subject Line Cuts Through the Clutter

Posted by Aaron Smith

From: Veer
Subject Line: Special Offer: Ask for a deal in June, you'll get one
Date: Tuesday, June 2, 2009

The subject line in this email from Veer does a great job of sticking out amongst the clutter of my inbox. How can you not open an email that says "ask for a deal" and "you'll get one" - if only out of curiousity!?

It's the subject line and primary message working in tandem that make this message stand out. At at time when most subject lines offer a combination of free shipping and a discount to try and get you to open the email, Veer uses a more compelling hook to tap into the relevancy of the current economic climate.

The email itself is a best practice example of simplicity and creative. While the hero image could have been a little shorter to allow the HTML text below it to show up above the fold, it looks great and is clearly on-brand with Veer who have established a great reputation for beautiful imagery.

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May 28, 2009 1:10 PM

What Are My Two Cents Worth?

Posted by Darrah MacLean

From: giggle
Subject Line: help us help you
Date: May 28, 2009

If you ask giggle, my two cents could be worth $500! Thought this was a great incentive to get people to engage with the giggle site and start writing product reviews. Their creative is always fresh and clean, and they really do a great job of carrying their brand through every customer touchpoint, from the site to email to the store.

Total Sidebar: Not sure it was intentional, but I love the Jerry Maguire reference in the subject line. Remember that scene? "Help me help you, Rod. Help ME, help YOU."

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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.

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April 2, 2009 6:56 PM

You've Got It, Flaunt It!

Posted by Lisa Harmon

From: shopbop.com
Subject Line: You've Got It, Flaunt It! Styles that Showcase Your Best Feature, How to Wear the Harem Pant + Our Top 5 Handbags in the New Style File
Date: Friday, March 27, 2009

Shopbop's "got it" with their monthly newsletter, Style File. Three reasons why shopbop has beauty and brains:
(1) They find a happy balance between beautiful, aspirational product imagery and disabled-images friendly HTML text.
(2) Their copy has attitude, just like their subscribers. It's actually worth reading! "As more than one Wall Street mogul can attest, now is not the time to be hiding your assets. You’ve clearly got it. Flaunt it." Question: have you ever seen a longer subject line than this one?: "You've Got It, Flaunt It! Styles that Showcase Your Best Feature, How to Wear the Harem Pant + Our Top 5 Handbags in the New Style File" OMG! What do we think!?
(3) They seamlessly integrate product and editorial copy. I have to admit that I actually tried on a pair of black Helmut Lang harem pants at Barneys last week. I couldn't tell if I looked fabulous or like MC Hammer. I wavered between thinking "these are so now" and "these are so me at 13 in Z. Cavariccis." Hot or not? Got it? Flaunt it?

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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.

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March 16, 2009 6:21 AM

Recession Marketing

Posted by Darrah MacLean

From: Sephora
Subject Line: Do It Yourself - and save!
Date: March 3, 2009

Just like a lot of folks out there, I'm making calculated choices about where I spend my cash these days. So how can marketers reach a gal like me who's holding tight to her credit card? Give me a reason to spend money so that I save money. Case in point, this super fun email from Sephora. I scrolled the whole way down and purchased a couple of things off this DIY list. They even highlight the salon price for each service and compare it to the Sephora DIY price. Very clever, very timely, very creative. IMHO, this is the perfect example of how marketing to the masses via recession-minded tactics can come off smart, not sneaky.

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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.

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January 15, 2009 11:19 AM

Read the Reportlet: Holiday Retail Email Volume Sets Record

Posted by Darrah MacLean

From: Smith-Harmon
Subject Line: Holiday Retail Email Volume Sets Record
Date: January 15, 2009

The holidays may be over for regular folk, but for us email marketers, not so much. We're still culling through all the data to get a detailed view of the '08 holiday stats and facts. Thanks to our resident research expert, Chad White, we now have a new FREE reportlet to help us sort through the mountain of numbers and focus on the biggest stories.

Check out some of the stats he's uncovered:
Retailers ratcheted up their send volumes by 43% during the holiday email season
Retailers sent approximately 3.9 promotional emails during the week of Dec. 19
The Retail Email Index was up 15% year-over-year during the holiday email season
This season, 15% of retailers more than doubled their email output

And that's just the short of it. Chad goes into great detail to explain the results of the holiday email hoopla that sent retail email volume through the roof. This 6-page reportlet discusses trends around the overall frequency increases during the holidays, the breakdown of weekly holiday vs. pre-holiday send volumes, and the impact of pre-holiday frequencies on holiday frequencies.

Ready to dig into the data? Download the free reportlet now.

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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.

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December 22, 2008 2:26 PM

A Horrible Tale of Holiday Ingratitude

Posted by Lisa Harmon

From: Barneys New York
Subject Line: A Horrible Tale of Holiday Ingratitude by Simon Doonan
Date: Saturday, December 20, 2008

In an inbox FULL of last-minute shipping offers, this subject line POPPED like crazy!: A Horrible Tale of Holiday Ingratitude by Simon Doonan
Ha! Check out the horrible tale here >

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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.

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November 6, 2008 3:30 PM

Isn't it ironic? Or not.

Posted by Darrah MacLean

From: Abercrombie
Subject Line: winter coats to keep you warm.
Date: October 30, 2008

From: Abercrombie
Subject Line: layer-up in classic style.
Date: November 6, 2008

I'm having a little trouble figuring out Abercrombie's latest email campaign. Maybe someone can help me sort it out.

The first email shown here has the subject line: winter coats to keep you warm. But, ummm, the email features a plaid flannel shirt. I guess it would be ironic if the guy happened to be naked or something, but he's not. So it just looks odd. Although, the links do make sense: Boys Outerwear and Girls Outerwear. At first, I thought it was just a production error, like maybe the wrong file was sent or something, until I received the second email and I realized they're trying to be ironic.

The second email's subject line is layer-up in classic style., which uses a hyphen incorrectly, but that's not really the issue, so I'll move on. The hero image features a guy with no shirt on, albeit he does have a short-sleeve tee draped over his shoulder. So, what exactly is he layering here? I guess it's ironic, but does it really sell the clothes? Maybe on a huge billboard it does, but in email when the whole objective is to get people to click through, does it work? The thing that's too bad is that the link to Boys Knits goes to some cool long-sleeve knit pullovers, tshirts, etc. IMHO, it would have been good to show at least a few products to tell the story and spark someone's interest enough to click the links. The way it is now, you really have to be a die-hard Abercrombie fan to be interested enough to click through.

It's election week: Let's put it out for a vote. Check out the two emails and share your thoughts. But remember this: It's like rain on your wedding day, a free ride when you've already paid, and having 10,000 spoons when all you need is knife. That's ironic, don't you think?

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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.

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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!

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September 29, 2008 12:33 PM

The Standout Subject Line

Posted by Darrah MacLean

From: Anthropologie
Subject Line: Dust off the dog-ears.
Date: September 29, 2008

With an inbox that boasts 571 unopened emails, I think it's safe to say that I probably subscribe to more emails than the Average Joe or Jane. So when a subject line truly stands out from the hundreds I get each week from retailers, airlines, credit cards, non-profits and others, well, I think that's an accomplishment worth mentioning. Right out of the gate, this week's honors go to Anthropologie for their subtle invitation to revisit their fall catalog. Dust off the dog-ears. is one of the most creative subject lines I've seen in a good month. I loved the SL so much that I was actually a little nervous that maybe the email wouldn't deliver on such cleverness. But it definitely did. It featured torn pages out of the fall catalog with even a dog-ear on one (talk about detailed!) and the copy simply stated: Isn't it time to revisit your favorites?. Yes, Anthropologie. I think it is.

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September 15, 2008 2:48 PM

This Email is Not the Funnest

Posted by Darrah MacLean

From: Apple
Subject Line: The new iPod touch. Game on.
Date: Thursday, September 11, 2008

Normally, I love just about everything Apple sends me, but this email left me speechless and a little disappointed. What did it to me? The headline: iPod Touch. The funnest iPod ever. Really? With all the creative genius coming out of Apple, that's the only word they could come up with? Funnest!?! I get that language evolves and that non-words become words over time simply because we use them in our everyday conversations. I also totally get that in today's TXT world, it's cool to ditch the grammar we learned in school and go straight for the slang. But, funnest? IMHO, the writer could have at least tried to make it relevant by using the word fun as a comparison. So maybe other iPods are fun, but iPod Touch is the funnest. I could have played along with that, but this just missed the mark for me. On another note, the subject line totally reeled me in with The new iPod touch. Game on., and the body copy did its job by supporting the SL with The new, ultrathin iPod touch was born to play. Tilt, tap, shake, and swipe your way through stunning 3D games and applications. It's just that headline. Sorry, Apple. I still love you, though. Write soon.

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August 26, 2008 2:46 PM

You Had Me at the Subject Line

Posted by Darrah MacLean

From: Piperlime
Subject Line: Brown bag it.
Date: August 21, 2008

Piperlime writers get to have some serious fun with their copy. They have developed a really strong brand voice and I love that they keep it dialed with every email. Last week, as I sifted through my cluttered inbox, this particular subject line jumped out at me. Maybe it had something to with the fact that I'm looking for a brown handbag or maybe it just brought back fond memories of school lunches (and considering it's back-to-school time this SL is even more appropriate). Either way, it got me. So I opened the email. While the headline fell a little flat for me because it didn't support the subject line sentiment, the body copy was right on – Nothing says fall like a gorgeous brown bag. I agree, Piperlime.

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August 20, 2008 11:42 AM

Subject line collusion in the airline industry?

Posted by Aaron Smith

From: Delta Airlines
Subject Line: Don't miss out on 1,000 bonus miles
Date: Thursday, August 14, 2008

From: Southwest Airlines Rapid Rewards
Date: Don't miss out on your extra credit promotion.
Date: Thursday, August 14, 2008

Talk about serendipity: these two messages with similar subject lines showed up back-to-back in my inbox the other evening. Not only are the subject lines similar, but the theme of both as well: each message offers bonus credits/miles as an incentive for engaging with the respective airline. With all the consolidation lately in the airline industry, I wonder if they are using the same marketing teams?

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August 18, 2008 1:05 PM

Sometimes Sorry Does Cut It

Posted by Darrah MacLean

From: Netflix
Subject Line: We're Sorry DVD Shipments Are Delayed
Date: August 14, 2008

From: Netflix
Subject Line: We're sorry your DVD shipment was delayed
Date: August 15, 2008

No, you're not seeing double. I received these back-to-back customer service emails from Netflix last week. Seems their shipping system was on the fritz, so they took action by stepping up to the inbox not once, but twice to simply say sorry.

At a time when prices are rising and savvy consumers are fine-tuning their buyers' intuition, it's in every retailer's and service provider's best interest to upgrade their personal, one-to-one interactions with their customers. Taking a few extra minutes and a few extra dollars to keep 'em feeling attended to is well worth the investment. IMHO.

My only copy critique is that they should have switched up the subject lines a tad more. I almost didn't open the second email because I thought it was simply a repeat. Lo and behold, it spelled out specifically what Netflix was doing to make up for the mishap; they were giving me a 15% credit on my bill! Pretty major, right? Something like "We're giving you a 15% credit for DVD delay" as the subject line would have done the trick and let me know that it was a follow-up to the first email.

One more little edit is about the casing in the subject lines; one used headline casing and the other used sentence casing. I've never seen any stats on one being better than the other, so it's more of a style consistency thing. Basically, pick a side and plant your feet.

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July 7, 2008 1:32 PM

Your Grill or Mine?

Posted by Lisa Harmon

From: Tommy Bahama
Subject Line: Your Grill or Mine? Try Our Blackberry Brandy BBQ Ribs
Date: Wednesday, July 2, 2008

I love this subject line: "Your Grill or Mine? Try Our Blackberry Brandy BBQ Ribs" - it's super-cute - although I'm concerned that since the actual recipe content appears so far down in the mail, folks might wonder whether we're grilling the gal?

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February 26, 2008 12:06 PM

Video in Designs and Subject Lines

Posted by Lisa Harmon

From: J.Crew
Subject Line: The well-traveled tote (see video)
Date: Wednesday, February 13, 2008

From: Louis Vuitton
Subject Line: The first Louis Vuitton movie : Travel and Emotions
Date: Monday, February 18, 2008

While it is still logistically impossible to embed actual videos into email messages, we have found that including links to videos noticeably increases clickthrough. Here, I like how J.Crew and Louis Vuitton extend that idea to the subject line, presumably hoping to up open rates as well. I recommend this; it's definitely worth testing. I also recommend including strong visual cues to indicate links to video; recipients respond best to obvious treatments like play buttons and frame treatments that look like Windows Media and Quicktime players. Both J.Crew and Louis Vuitton could have added more visual flair to draw attention the video factor here. (Video: so hot right now.)

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January 25, 2008 11:48 AM

Want to receive fewer Horchow e-mails?

Posted by Lisa Harmon

From: Horchow
Subject Line: Want fewer Horchow e-mails?
Date: Monday, January 14, 2008

This email was brought to my attention by the fabulous Megan Regard. Thanks Megan! I say: snaps to Horchow for giving their recipients more control over the number of messages they receive. I like the idea of sending a dedicated mail totally focused on updating communications preferences, although I'm not sure I'd recommend framing it like this. I feel like the subject line "Want to receive fewer Horchow e-mails?" could potentially plant the idea into subscribers' minds that they receive too many emails, while something like "Customize your email experience!" seems more positive and open-ended, and doesn't potentially make the opt-down (or out!) decision for the recipient.

But that's just my opinion; the proof is in the pudding! It will take months to measure how this mail ultimately effects subscriber behavior, but if anyone from Nieman Marcus would be willing to share the initial results, I'm sure many of us would be grateful to benefit from your learnings.

Thanks and Happy Friday :)!

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January 23, 2008 3:48 PM

One-Liners

Posted by Lisa Harmon

From: Pottery Barn
Subject Line: Save up to $675 on delivery of our media suites!
Date: Monday, January 14, 2008

From: Restoration Hardware
Subject Line: Tired of Shopping? This Sale is Worth the Effort. Enjoy Savings of Up to 60% at Our After the Giving Sale.
Date: Wednesday, January 16, 2008

In a tough economic environment, particularly for the home furnishings vertical, I acknowledge and salute the use of outrageous (and effective!) subject lines. These two, from Pottery Barn and Restoration Hardware, got my opens:

Save up to $675 on delivery of our media suites!
$675 off is huge and compelling!

Tired of Shopping? This Sale is Worth the Effort. Enjoy Savings of Up to 60% at Our After the Giving Sale.
I commend Restoration Hardware's direct question and answer. They use a ridiculous number of words, but the words make an impact.

Let's continue to consider how we can be more creative and impactful with our Subject Lines, particularly as subscribers' inboxes are more full and pockets are - well - less full.

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December 9, 2007 2:40 PM

Well, I should hope so!

Posted by Lisa Harmon

From: Linens 'n Things
Subject Line: 20% Off Total Order! Free Shipping with In Store Pick Up
Date: Sunday, December 9, 2007

Fellow Smith-Harmon-ite Amy Evenson picked up on a funny subject line this weekend: Linens 'n Things promoted free shipping with IN STORE PICK UP! ... Well, I should hope so! Geez ;)!

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May 1, 2007 2:39 PM

Come what May...

Posted by Lisa Harmon

From: anthropologie.com
Subject Line: Come what May...
Date: Tuesday, May 1, 2007

Anthropologie does consistently good work with their Subject Lines. While they're not necessarily direct, heavy-sell click-through quicksand, they are whimsical - which is very on-brand for Anthropologie - and relevant. "Come what May..." on May 1st is really cute.

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April 5, 2007 6:18 PM

Go Wide

Posted by Lisa Harmon

From: Barneys New York
Subject Line: Patent It!
Date: Thursday, April 5, 2007

I'd like to note that Barneys went to an 800 pixel width for this campaign. While a lot of folks are claiming that 600 pixels is still the best practice, I'd like to see some proof as to why. We test all the campaigns we produce - most of which are at 700 pixels - in a huge number of web browsers and email programs and haven't come across any problems.

BTW, this is a cute Subject Line.

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March 27, 2007 7:19 PM

The Nordstrom Way

Posted by Lisa Harmon

From: NORDSTROM.com
Subject Line: New from Brands like Velvet, Wilster & More | FREE SHIPPING with Shoe Purchase (Details Inside)
Date: Wednesday, March 28, 2007

Nordstrom shows their Seattle roots with this gal's hairstyle, eh? I was actually at the Bellevue store this weekend and experienced truly legendary customer service, which I basically used to justify spending way more money than originally planned. See, good customer service really works!

I have seen that more specific Subject Lines often generate a higher CTR, but this seems to be just about the world's longest subject line: New from Brands like Velvet, Wilster & More | FREE SHIPPING with Shoe Purchase (Details Inside).

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March 23, 2007 8:06 PM

Trash Talk

Posted by Lisa Harmon

From: The Container Store
Subject Line: Who says a trash can can't make you smile?
Date: Friday, March 23, 2007

What a ridiculous, delightful subject line. I guarrantee this inspired a high open rate. Leave it to the Container Store to make trash happy ;)!

The "Now Hiring Neat People" submessage headline is cute too. Although I was in a Container Store not too long ago and the salesfolks were not so neat...they were so attentive so as to be completely suffocating. We actually bought a few things and agreed to will-call pickup solely to get them out of our hair. I'm all for customer service, but not customer bombardment.

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January 23, 2007 9:31 PM

Three Cheers for DWR

Posted by Lisa Harmon

From: Design Within Reach
Subject Line: Final Week to Lounge for Less, plus Shipping and Champagne
Date: Tuesday, January 23, 2007

Here, Design Within Reach infuses some fun into a standard design template. Using basic rules and color blocks, it goes from generic to Mondrian-esque. Cute.

I also want to applaud the limited-time offer specificity in both the subject line and the headline.

Finally, I'd like to call attention to the footer navigation. Many multi-channel retailers include their website, telephone number and store locator information in their footer navigation, but I like how Design Within Reach umbrellas it with the phrase "3 WAYS TO SHOP." It's subtle, but it gives the information a sense of context and serviceability.

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December 22, 2006 11:17 PM

2 Fast, 2 Furious

Posted by Lisa Harmon

Uh-oh. You'd better start checking your email more often. Limited-time offers are going down from days to hours this holiday. What do we think: is the within-hours window a smart way to make quick money, or a waste of an EDM campaign? I'd love to hear your experiences.

From: Saks Fifth Avenue
Subject Line: FREE SHIPPING Ends at 1pm! + Designer SALE
Date: Tuesday, December 19, 2006

From: Harry & David
Subject Line: Hurry! Only a few hours left for Overnight Delivery
Date: Friday, December 22, 2006

From: Neiman Marcus
Subject Line: 5 more hours to shop: FREE DELIVERY ends at 1PM ET Today!
Date: Friday, December 22, 2006

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October 17, 2006 4:30 PM

Free Gifts with Purchase

Posted by Lisa Harmon

Within a period of two days, both Sephora and Nordstrom offered what appear to me to be extremely compelling free gifts with purchase. Which is the better campaign? I made a purchase from Sephora. They created a click-through landing page listing exactly what was in the free gift bag. Nordstrom's offer might have been better, but they didn't list exactly what the croc box included. Better safe than sorry!

On an unrelated note, I'm interested in Nordstrom's use of "(Details Inside)" in their Subject Line. Thoughts? Also, is it me, or does Sephora's Subject Line not make any sense?

From: Sephora
Subject Line: 11 Free Deluxe Sample Beauty Jackpot
Date: Sunday, October 15, 2006

From: NORDSTROM.com
Subject Line: Fall Beauty Gift with Purchase | Free Shipping Offer (Details Inside)
Date: Tuesday, October 17, 2006

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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.

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May 30, 2006 5:44 AM

Fun with Subject Lines

Posted by Lisa Harmon

From: UrbanOutfitters.com
Subject Line: New shoes will make it better.
Date: Tuesday, May 16, 2006

From: UrbanOutfitters.com
Subject Line: Still good stuff, still cheap!
Date: Thursday, May 25, 2006

Kudos to Urban Outfitters for having some fun with their Subject Lines. In what's become a science, it's great to see a little bit of tongue-in-cheek in the Subject Line arts. Dropping the masquerade, "New shoes will make it better." absolutely pokes fun at accessories addiction (and I'm sure the $20 pricepoint drove great sales), while "Still good stuff, still cheap!" labels a follow-up sale message as it is: yes, our stock is dwindling, and yes, the selection isn't amazing, but the stuff is pretty good, and it's cheap, so go ahead and drop a few dollars. Hillarious.

From: UrbanOutfitters.com
Subject Line: Do you prefer red...
Date: Friday, May 19, 2006

From: UrbanOutfitters.com
Subject Line: or white?
Date: Friday, May 19, 2006

Of course, the real coup came on May 19, when UrbanOutfitters.com sent out two consecutive email messages with the subject lines conjoined. The first message was titled "Do you prefer red...", the second was titled "or white?" This was absolutely the first time I've seen that done, and I consider it the most novel innovation in EDMs since the tabbed campaign.

I'm sure the open rates were outrageously high for these campaigns, however I'm curious about the click-through and conversion. While the double-message idea is novel, the creative, product and message were standard UO fare, and I'm wondering whether this type of "stunt" actually generates numbers. I totally applaud UO for their daredeviling - this was a fun surprise - however I would caution others not to "try this at home." Our inboxes are already full enough.

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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.)

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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.

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January 17, 2006 5:05 PM

Show me more!

Posted by Lisa Harmon

From: Anthropologie.com
Subject Line: Brighten your day.
Date: Tuesday, January 17, 2006

Another cute subject line from Anthropologie! Once again, this message is "undermerchandized". I think they could have shown us a few more images here. Why not make the message wider and show us two or three more product shots?

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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.

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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.

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December 14, 2005 9:04 PM

Click Quick!

Posted by Lisa Harmon

From: Neiman Marcus
Subject Line: Click quick: Last 3 days of FREE SHIPPING
Date: Wednesday, December 14, 2005

"Click Quick", both in the subject line and copy, is such a cute concept! Too bad the creative is so weird. Are those Christmas balls or bubbling lava?
Question to Nieman Marcus and Bergdorf Goodman: Do you HAVE to send the EDMs EVERY DAY!? I only have so much room in my inbox. Every other day is fine. Let me miss you a little.

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December 1, 2005 10:37 AM

Fun & Games

Posted by Lisa Harmon

From: Old Navy
Subject Line: Holiday Hint 5: You Could Instantly Win Up to $1,000 - Play Now
Date: Thursday, December 1, 2005

Kudos to Old Navy for trying something new - an interactive EDM! Here we PLAY for our special offer rather than just CLICK for it Smart! Although I'm not sure how the "Holiday Hint 5" peice of the subject line relates to the message. A "hint" should be a piece of useful informtaion. It would have been better to use the SL to fully capitalize on the novel game element.

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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.

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October 4, 2005 10:48 PM

What's with the goats?

Posted by Lisa Harmon

From: Saks Fifth Avenue
Subject Line: Shop Beauty & Lingerie & Get a Gift with Purchase + Fashion Incubator
Date: Tuesday, October 4, 2005

A nice offer and a cute design with one problem: what's with the goats? Lingerie and goats? I don't get it. That's extremely strange.
Another note: simplify the subject line to highlight the special offer for better click-through. You've got three "and" symbols in there. Too many! Try simply "Get an Exclusive Free Gift with Purchase".

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August 18, 2005 7:56 PM

Spend & Save

Posted by Lisa Harmon

From: Gymboree
Subject Line: Enjoy Big Savings - Only 4 Days Left!
Date: Thursday, August 18, 2005

While the "Spend & Save" concept has always seemed hillarious to me, this is a nice execution. It can be tricky to differentiate between the different savings amounts, and Gymboree does it well using multi-colored dots.
Great to include "4 Days Left!" in the subject line. That's sure to increase click-through.

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July 12, 2005 10:39 PM

Want to buy something from us?

Posted by Lisa Harmon

From: Red Envelope
Subject Line: Birthday, wedding or new baby?
Date: Tuesday, July 12, 2005

Here's a great example of an email that should never have been sent. Not just because it's a sloppy garage sale, but because there's NO MESSAGE. Even the subject line reflects this lack: "Birthday, wedding or new baby?"

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