http://smith-harmon.com/blog/ Online Retail Email Direct Marketing Creative Review en Copyright 2008 Wed, 23 Jul 2008 14:41:38 -0800 http://www.sixapart.com/movabletype/?v=3.2ysb5-20051201 http://blogs.law.harvard.edu/tech/rss From: Coach
Subject Line: Hamptons Collection: Online Now, In Stores Friday
Date: Wednesday, July 23, 2008
See the email >

For those of you who knew me way back when...I'm such a fool for a sparkly tiara ;)!


]]> http://smith-harmon.com/blog/2008/07/sparkly_tiara.html http://smith-harmon.com/blog/2008/07/sparkly_tiara.html Design Wed, 23 Jul 2008 14:41:38 -0800 From: Bliss Beaut-e-mail
Subject Line: scared to tan-it-yourself?
Date: Monday, July 21, 2008
See the email >
BTW: Dude, use HTML text, especially when your graphical text already looks like HTML!

I like how Bliss embeds product promotions into a useful how-to in their "scared to tan-it-yourself?" mail pictured here. Adding the expert photo brings some personality to the advice...although Donna's not looking particularly bronze. And despite the editorialization, I still find self-tanning a scary proposition ;)!


]]> http://smith-harmon.com/blog/2008/07/scary_tan.html http://smith-harmon.com/blog/2008/07/scary_tan.html Content Mon, 21 Jul 2008 15:07:14 -0800 From: Tully's Email Club
Subject Line: Happy Birthday from Tully's
Date: Sunday, July 13, 2008

From: Sephora Beauty Insider
Subject Line: A Birthday Surprise from Sephora
Date: Monday, July 14, 2008

Birthday emails are low-hanging fruit: they are one of the first triggered mails we pick from the lifecycle touchpoint opportunity tree. Here are two from Tully's and Sephora. Sephora's fruit tastes sweeter. Tully's requires me to purchase something in order to enjoy my gift. Tully's also forgot to update their template; it still reads 2007. (A common pitfall we all have to watch for with triggered mails! Review them at least quarterly to identify branches that are no longer evergreen.)

Vanilla Cupcake Bath & Shower Bubbles sound delicious. I love cupcakes. I'm interested in the idea of a birthday registry, although I would never actually create one. I'd have to agree with Miss Manners on the idea of birthday registries; they are vulgar.
]]> http://smith-harmon.com/blog/2008/07/the_giving_tree.html http://smith-harmon.com/blog/2008/07/the_giving_tree.html Loyalty Marketing Wed, 16 Jul 2008 09:50:54 -0800 From: Delta Air Lines
Subject Line: An Open Letter to All Airline Customers
Date: Wednesday, July 9, 2008

This is interesting...Airlines CEOs are "taking the extraordinary step of writing (a) joint letter" to make a case against oil speculators. It packs a punch to see all those signatures in one place, doesn't it?

...And they used HTML text ;)...

Have a wonderful weekend!


]]> http://smith-harmon.com/blog/2008/07/richard_friends_petition.html http://smith-harmon.com/blog/2008/07/richard_friends_petition.html Culture Watch Fri, 11 Jul 2008 14:38:14 -0800 From: Pottery Barn Kids
Subject Line: Summer Sale: Save up to 50% on safari bedding, outdoor furniture & more!
Date: Thursday, July 10, 2008
See the email >

This Pottery Barn Kids email is interesting for two reasons:
(1) It is a sale message, but still feels very branded. It does not "scream sale".
(2) It uses a good balance of imagery and HTML text, but again still feels slick and on-brand.

I think this mail shows great balance. Yes, there is a sale going on; yes, images are disabled and therefore we need to use more rather than less HTML text...but at the same time, yes, this is Pottery Barn Kids, an aspirational brand. Great job incorporating sale, email best practices, and branding. See that? You can have it both ways!


]]> http://smith-harmon.com/blog/2008/07/a_perfect_balance.html http://smith-harmon.com/blog/2008/07/a_perfect_balance.html Best Practices Thu, 10 Jul 2008 14:04:20 -0800 From: Barneys New York
Subject Line: YA Touch of STRIPE from Miu Miu and Philip Crangi
Date: Wednesday, July 9, 2008

I realize this isn't supposed to be a fashion blog, but I was compelled enough by this shoes/earrings combination to thow up a post :). They are subtly lovely together.

Have a great day!


]]> http://smith-harmon.com/blog/2008/07/side_stripes.html http://smith-harmon.com/blog/2008/07/side_stripes.html Merchandizing Wed, 09 Jul 2008 10:45:47 -0800 From: Starbucks.com
Subject Line: Starbucks Card rewards are waiting for you
Date: Tuesday, July 1, 2008

From: Amazon.com
Date: Depends on Prime Sign-up Date

Notably difficult to depict are the ephemeral benefits that come with products like gift cards and membership subscriptions. Starbucks does a lovely job with this mail promoting their souped-up Rewards Card. The simple three-column structure, illustrative photography and concise text communicate the new rewards clean and clear. Starbucks' big challenge with email, of course, is tracking effectiveness, as emails drive customers to retail locations rather than trackable URLs.

Speaking of ephemeral benefits, Amazon.com also does a lovely job outlaying the perks of Prime membership here. Have you tried the program? I checked it out and got addicted to ordering stuff like shampoo.
]]> http://smith-harmon.com/blog/2008/07/ephemeral_benefits.html http://smith-harmon.com/blog/2008/07/ephemeral_benefits.html Design Tue, 08 Jul 2008 11:53:24 -0800 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?


]]> http://smith-harmon.com/blog/2008/07/your_grill_or_mine.html http://smith-harmon.com/blog/2008/07/your_grill_or_mine.html Subject Lines Mon, 07 Jul 2008 13:32:17 -0800 From: Me
Subject Line: Email Design Checklists Save the Day: Avoiding Common Pitfalls
Date: Tuesday, June 24, 2008
Check out the checklists >
BTW: Interested in joining the eec Design Roundtable? See details here >

Hitting “send” on any email campaign always leaves us with a small feeling of dread in the pit of our stomachs. “Did I forget something? Did I double-check EVERYTHING? Will my message render properly? Will I have a job in two hours?” The eec feels your pain.

Ever wish you had a buddy to rely on—someone competent, steadfast and efficient who would remember to help you double-check all the key elements of design and QA success? Well, now you have one—in the form of two email checklists from the eec’s Email Design Roundtable. Both checklists are available in the eec’s Whitepaper Room—and all this week you can download them for free. Check out the checklists >



]]> http://smith-harmon.com/blog/2008/06/email_design_checklists_save_t.html http://smith-harmon.com/blog/2008/06/email_design_checklists_save_t.html Best Practices Tue, 24 Jun 2008 06:17:37 -0800 From: Nordstrom
Subject Line: Online Exclusive: Burberry Fall Shoe Collection
Date: Wednesday, June 11, 2008
View the email >
BTW: The body frame dropshadow feels dated.

OK, so pretty much all of you who know me realize that I've practically changed my last name to "Nordstrom." I am such a fan of "The Nordstrom Way" that I have to give them a little love punch on this one. They recently launched this redesigned template and the entire preheader/header area is one big flat image-mapped JPEG. Which means that not only will the links not work in some email readers, but none of the elements - the nav items, the FREE SHIPPING promo...or the "view with images" prompt! - will render with images disabled. I've seen many a "FakeTML" emails before, but this one shocked me into blogging after a 2-month hiatus!!! So actually I have another reason to thank Nordies other than being an obvious place to spend most of my discretionary income - for inspiring me to blog once more!


]]> http://smith-harmon.com/blog/2008/06/my_favorite_fake_out.html http://smith-harmon.com/blog/2008/06/my_favorite_fake_out.html Best Practices Wed, 11 Jun 2008 11:19:41 -0800 I'd originally planned to use this post to scold Burberry for designing their emails again and again in a way such that the preview pane view is woefully unhelpful. (I've animated through five examples at left to give you the gist of it; please click the thumbnail to experience it at full size.) It's impossible to tell what the messages are about - and just as tough to find a point of click-through - without scrolling down.

Now, a question arises in my mind: is Burberry repeating this not-best practice because it's actually working for them!? Perhaps their data shows that, despite popular belief, the mystery actually encourages scolls and clicks. Burberry - reveal your secret to the email creative community!!!

All - please share your thoughts. Have you done any testing to support either my initial instinct or my new re-think?

From: Burberry
Subject Line: Arrive in Style with Accessories from Burberry.com
Date: Thursday, February 7, 2008
View the email >
BTW: This shoe is frickin' awesome.

From: Burberry
Subject Line: Shop our New Handbags & Accessories Online
Date: Friday, March 14, 2008
View the email >
BTW: Crazy/Beautiful?

From: Burberry
Subject Line: The Latest Selection of Outerwear plus Complimentary Shipping!
Date: Tuesday, March 25, 2008
View the email >
BTW: Am I interrupting something?

From: Burberry
Subject Line: Shop Women's & Men's Spring Styles at Burberry
Date: Friday, April 4, 2008
View the email >
BTW: How nice of those British boys to keep her standing.

From: Burberry
Subject Line: Shop Online - The NEW Burberry Spring/Summer 2008 Brochure
Date: Tuesday, April 10 2008
View the email >
BTW: How many iterations of two guys and a girl can we actually tolerate?

P.S. This blog is dedicated to Nicole Cobble :)!!!
]]> http://smith-harmon.com/blog/2008/04/mistake_or_miracle.html http://smith-harmon.com/blog/2008/04/mistake_or_miracle.html Design Thu, 10 Apr 2008 21:52:53 -0800 From: J.Crew
Subject Line: Spring arrivals (new, new + new)
Date: Monday, March 31, 2008

Don't get me wrong; I totally like this J.Crew handwritten treatment, but I have to say that it's a pretty obvious borrow from Barneys circa 2006. Kind of like when you copy the cool girl's handwriting in grade school.

Semi-related: I bought something a little bit ridiculous from J.Crew last weekend: Deep Yellow Jelly Ballet Flats!? Are they awesome or totally lame? This is a formal feedback solicitation.
]]> http://smith-harmon.com/blog/2008/04/an_emulated_hand_and_yellow_je.html http://smith-harmon.com/blog/2008/04/an_emulated_hand_and_yellow_je.html Design Wed, 09 Apr 2008 22:28:05 -0800 From: Starbucks.com
Subject Line: Starbucks is doing something big in Seattle.
Date: Friday, April 4, 2008

From: Jamba Juice
Subject Line: Jamba Breakfast – On Us
Date: Monday, April 7, 2008

Is this the world's biggest coincidence, or did Jamba hear about Starbucks and go head-to-head with them on the morning of April 8!?!? Looks like "a clear invitation to the dance*" if you ask me. I'd love to know if anyone has info ;).

* Quote quiz: Name that movie!
]]> http://smith-harmon.com/blog/2008/04/a_clear_invitation_to_the_danc.html http://smith-harmon.com/blog/2008/04/a_clear_invitation_to_the_danc.html Culture Watch Tue, 08 Apr 2008 22:42:48 -0800 From: Saks Fifth Avenue
Subject Line: Watch Fashion in Action
Date: Saturday, April 5, 2008

The email's a snore, but Saks' Video Catalog is MAGIC! This is the most practical and useful marriage of video and commerce I've seen yet. It's fantastic to be able to watch the way a garment moves and falls on a figure; it gives us one more reason to shop online instead of making a real-life retail store stop. Check it out >

P.S. After browsing the Video Catalog, don't you just hate how much BETTER this email could have been!?!?


]]> http://smith-harmon.com/blog/2008/04/fashion_in_action.html http://smith-harmon.com/blog/2008/04/fashion_in_action.html Video Sat, 05 Apr 2008 21:28:39 -0800 From: Apple
Subject Line: Test-drive MacBook Air at the Apple Retail Store.
Date: Tuesday, April 1, 2008

Hey, get your data right, Steve-o! Not only did I already buy one at a retail store, but you emailed me a PDF receipt! (Which was cool, by the way, and so's the laptop.) Still - particularly for a higher pricepoint purchase like this - it makes sense to cobble together a suppression list so us early adapters feel like you still care.
]]> http://smith-harmon.com/blog/2008/04/aw_cmon_steve.html http://smith-harmon.com/blog/2008/04/aw_cmon_steve.html Relevancy Tue, 01 Apr 2008 23:01:53 -0800