  July 09, 2008Side Stripes
From: Barneys New YorkSubject 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! July 08, 2008Ephemeral Benefits
From: Starbucks.comSubject 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. December 14, 2007Blue Beauties
From: Saks Fifth AvenueSubject Line: Christian Louboutin Spring & Exclusive Video Date: Friday, December 7, 2007 Please box and ship directly to Lisa F. Harmon of Smith-Harmon Inc., as soon as possible. October 11, 2007UGG-ly
From: NORDSTROMSubject Line: FREE SHIPPING on UGG Australia Boots (Details Inside) | Save 50%: Further Reductions Online Date: Thursday, October 11, 2007 The obvious problem here being that no one wears UGGs anymore. April 03, 2007Smart Sectional
From: west elmSubject Line: easy living with the Walton Sectional Date: Tuesday, April 3, 2007 Here, west elm deals strategically with a high pricepoint item that's difficult to push via email: the sectional. They pulled out the double-combo: (1) free delivery (which is pratically a must-do at the moment for the furniture category) and (2) furniture diagrams, which engage the customer immediately in the process of selecting a configuration and envisioning it in their own home. But of course, despite all the smart thinking here, when it still doesn't work, we've got the catch-all sale promo, which, for this campaign, will undoubtedly generate the most sales by a landslide. December 03, 2006How To
This season, apparel retailers have struggled with how to acquaint customers with a bevy of new and novel styles including skinny jeans and winter shorts, as well as trapeze tops, dresses and coats. As the leaves collected in enormous piles in the yard, "How To" EDM campaigns collected in my email inbox. Banana Republic produced a number of these "How To" campaigns, and I think they did it well. They provided quick, digestable tips (avoiding the temptation to write paragraph-upon-paragraph that no one will read), which, combined with illustrative photos, made casual, work and evening trends easy and accessible.
I feel like Banana's fashions are rebounding a bit after several suck-out seasons. I bought something there for the first time in ages this month - a "wool military caplet." It wasn't inspired by the "How To" campaigns, so I can't attest to their effectiveness, but I rather like the sweater. On an unrelated note: is anyone else sick of these two models? I'm sure they're nice girls, but I'm tired of seeing them in every campaign. I see these gals more often than I see my actual friends and family...Although perhaps that says something more about my at-the-computer:away-from-the-computer ratio than it does about Banana Republic's model variety. From: BananaRepublic.com Subject Line: Fall's best new silhouettes are here... Date: Tuesday, September 19, 2006 From: BananaRepublic.com Subject Line: How to wear the season's chic new layers Date: Tuesday, October 10, 2006 From: BananaRepublic.com Subject Line: Defining your work style + the classic pump Date: Tuesday, October 24, 2006 From: BananaRepublic.com Subject Line: Dress the part(y): petite going-out looks for every occasion + evening shoes.. Date: Tuesday, November 7, 2006 
 November 18, 2006All Cut Up
From: CHEFSSubject Line: New V-Pro Mandoline Speeds Holiday Cooking Date: Tuesday, October 24, 2006 Here, CHEFS does a great job illustrating the many uses of the V-Pro Mandoline. The slice, dice and cut thumbnail shots provide nine great reasons to spend $169.99 on what would otherwise be (to me, anyway) a nondescript metal kitchen thing. June 26, 2006Let's Get Packing
From: Ann TaylorSubject Line: Your Summer Checklist, plus a Special Online Offer Date: Tuesday, June 20, 2006 From: J.Crew Subject Line: J.Crew at the beach Date: Thursday, June 22, 2006 Here, Ann Taylor and J.Crew push summer wardrobes. While I'm charmed by Ann Taylor's aspirational environmental photography and checklist graphical treatment, J.Crew's silhouetted product imagery is more effective in conveying the idea of immediate convenience, virtually packing our beach bag with coordinating pieces. However, I was disappointed by J.Crew on click-through; I'd hoped to see all of these products listed on one multi-buy landing page, but instead was taken to the women's shop category, forced to search around for myself. While J.Crew took the time to carefully lay out our summer wardrobe in this EDM campaign, they did not go so far as to actually group the featured products in one location on their website, breaking the implied promise of a packed bag. 
From: Lands' EndSubject Line: Off to Summer Camp Date: Wednesday, June 21, 2006 Lands' End Summer Camp campaign is brilliant in it's relevance and usefulness. Here, rather than just pushing summer product, they offer a detailed Camp Packing Checklist. Lands' End provides something of value to the customer free of charge, while at the same time becoming a partner in the packing process, no doubt influencing customers to purchase all that extra underwear from them. June 19, 2006A Question of Perspective
From: The Land of NodSubject Line: Introducing Furniture Color Previews Date: Thursday, June 15, 2006 The dynamic color swap is a great innovation in ecommerce, and I applaud Land of Nod for implementing a Furniture Preview Tool. Also, although it's a little jerky, they make great use of the rotating GIF here to illustrate this new functionality. However, this email suffers from a Land-of-Nod-centric perspective. Rather than touting their own amazing functionality, the copy should focus on how this functionality serves the customer. The text should highlight how easy and fun the customer's furniture shopping experience will be, not how impressed they'll be with the Land of Nod. Remember who you're selling to! To view the animation, click here. May 17, 2006Promoting a Complex Product
From: Lands' EndSubject Line: Now improved: Summer's most versatile shoe Date: Wednesday, May 17, 2006 Three cheers for Land's End! While they usually deliver schizophrenic multimessage campaigns, here they've presented us with an intelligent, focused message. Technically complex products are difficult to address via email. To promote their new-and-improved sport shoe, Land's End employs a clear headline and price callout, a large product image, plus five bulleted boxes touting it's most notable features. This particular layout of information serves as a great guideline for any bells-and-whistles product email promotion - be it a sport shoe, mp3 player or stroller. May 15, 2006A Simple Equation / Special Offer Stipulations
From: J.CrewSubject Line: Two Days Only: Shipping is free Date: Monday, May 15, 2006 Here, J.Crew follows a straightforward formula to deliver what I would bet was a very successful campaign. We can strategize all day long, but sometimes the simplest message is the best: a practical, affordable product (under $20), + free shipping = certain success. A recommendation: be clear about special offer stipulations. In this campaign, putting "free shipping" in the subject line leads us to believe that the featured tanks are free ship. We don't realize that free shipping only applies to orders over $150 unless we read the submessage copy. (We'd have to buy about 10 tanks to qualify!) I would bet this particular arrangement of information lead to a number of abandoned shopping carts, plus several calls to customer service. April 25, 2006Curate Your Closet
From: UrbanOutfitters.com Subject Line: What's the shape of things? Date: Tuesday, April 25, 2006 From: FreePeople.com Subject Line: Piece Together Your Look with Knit Dresses Date: Tuesday, April 25, 2006 Here, sister brands Urban Outfitters and Free People follow the same DIY Paradigm. Capitalizing on the "I want to build my own individual style" sentiment so prevalent these days (We're all so individual in our individuality, aren't we?), these campaigns feature entire outfits and their separate components, inspiring shoppers to "build their own" unique ensembles. This is a convenient paradigm for both parties: shoppers curate their closets from a selection of mix and match styles; retailers rake it in on the many products necessary to achieve these "unique" layered looks. Which execution is more successful? While the Free People line drawings might be artistically rewarding, I'd bet the more robust product selection shown in the Urban Outfitters message is more financially rewarding. April 17, 2006Engaging Shoppers
From: Pottery BarnSubject Line: The newest additions to our Chesapeake Collection are here. Date: Monday, April 17, 2006 Here, Pottery Barn does a really nice job of addressing and engaging a specific audience: active shoppers. Building upon the introductory Outdoor Furniture message they sent on April 3, they speak directly to customers who already own a piece, offering new styles and colors. Showing the cushion swatches is particularly effective: it engages the customer in a design consideration, taking them one step closer to product purchase. March 23, 2006Necessity is the Mother of Invention
From: KedsSubject Line: keds.com: COOL IS BUZZ ON NEW AND CLASSIC STYLES Date: Thursday, March 23, 2006 Let's face it: Keds haven't been cool since like 1990. Or maybe I only thought they were cool in 1990 since I was - like - 10. Regardless, Keds only recently began a campaign to regain their cool by employing as their face the negligably cool Mishca Barton. This email, featuring the "COOL BUZZ" appears to be a piece of that effort. While I find the creative execution messy and unprofessional (Umm... was this done in PowerPoint!?), the idea behind it is smart and something you just don't see in EDMs. We all know the power of product placement. Why shouldn't Gap, then, add little "Featured in XYZ Magazine" dot-whacks to their product imagery? Or why wouldn't Pottery Barn feature their "Outdoor Furniture, as seen in Real Simple"? Is it legally difficult to get permission to make these mentions, or is it just that no one's thought of it? Except Keds. Necessity is the mother of invention. March 13, 2006A Tough Fit
From: J.CrewSubject Line: If the pants fit, wear them. Date: Monday, March 13, 2006 Pants are probably one of the most difficult items to purchase online, so we appreciate J.Crew's attempt to break their selection down by fit. Unfortunately, the pants depicted in the photography employed look almost identical to one another (particularly the "City" and "Favorite" fits), and J.Crew offers no advice as to which fit best flatters a particular body type. So while the intention here is good, the execution is not as strong as it could be. Eagle Eye Note: There's an extra white pixel on the lower right-hand corner of this email, between the Original Fit image and copy. Blam! February 27, 2006Suit Smackdown
From: Burberry Subject Line: Invitation to Men's Made-To-Order Clothing Event at Burberry Date: Monday, February 27, 2006 From: Barneys New York Subject Line: Men's made to measure clothing Date: Sunday, February 26, 2006 We've got ANOTHER double-message today - Burberry and Barney's sent out Men's Made-To-Measure messages within 24 hours of one another. This is getting uncanny! I wonder whether this dup has anything to do with Tom Ford's announcement of his own new Made-To-Measure collection. While the bright colors and stitching element in the Barney's campaign are cute, I find the Burberry treatment most effective: it's refined, classy, and more relevant for the older, monied customer who is more interested in "THE PERFECT FIT" than "THE ULTIMATE HIGH". On a separate note, it looks like Burberry has fixed their HTML footer misalignment issue. Thank you! January 31, 2006$5 a Day
From: Crate and BarrelSubject Line: The most amazing little cappuccino maker Date: Tuesday, January 31, 2006 This is just the smartest little EDM! For those of us who "run on" caffeine, "Pays for itself in just 18 cappuccinos" makes an extremely convincing argument! Way to rock the "buy to save" argument, CB. Now I only wonder how they taste... January 17, 2006Show me more!
From: Anthropologie.comSubject 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? January 10, 2006Make Your Hoodies Work Harder for You
From: FreePeople.comSubject Line: Keep out the chill with Free People's hoodies Date: Tuesday, January 10, 2006 Like sister brands Urban Outfitters and Anthropologie, Free People uses a "handmade" look in their email and online creative. UO successfully employs the collage technique to feature a number of products and promotional messages within each EDM, however Free People consistently features only one image and one message. They'd see a much higher click-through if they featured, for instance, images of several hoodies, as well as menu navigation items (at least "shop" and "sale"), and possibly a submessage or two for folks who aren't interested in sweatshirts. Make your messages work harder for you! January 05, 2006Mmmm! But...
From: Starbucks.comSubject Line: Find out what makes Starbucks Cinnamon Dolce Latte so comforting Date: Thursday, January 5, 2006 It really does look delicious. Problem is, I actually have to leave my desk and go to Starbucks to get it! Since we can't gratify ourselves instantly, I'm curious about the number of lattes this email sells. I see two opportunities for improvement. 1) Make it an exclusive email subscriber coupon that can be printed out and brought to a store for a free Cinnamon Dolce Latte. 2) Sell the Latte Maker and Cinnamon Mix online and include a "How to Make your Own" recipe. December 08, 2005Let Me Count the Ways
From: holdeverythingSubject Line: web exclusive: 5 days only, free shipping on book-cloth Date: Thursday, December 8, 2005 Tasked with merchandizing a decidedly "not hot" gift at holiday time (How many folks even know what book-cloth is?), holdeverything did something really smart that you don't see too often in email campaigns: they bulleted the technical virtues of the product. Real product info, topped with a free shipping promo - what a great solution to a tough sell. December 07, 2005Super Single Product-Family Promo
From: holdeverythingSubject Line: 5 days only - 20% off select leather jewelry boxes Date: Wednesday, December 7, 2005 This is a beautiful, smart single product-family promo. One of this EDM's most fun features was not captured in the screenshot featured here: the pink jewelry armoire animates from closed to open. I didn't even KNOW I wanted a jewerly box until I saw this. October 18, 2005Exquisite Texture
From: Ann TaylorSubject Line: Fall Sale Continues Plus a New Classic: Herringbone Date: Tuesday, October 18, 2005 Appropriate for an email promoting "exquisite texture", Ann Taylor zooms in on the Herringbone fabric, bringing us closer to the in-store, tactile shopping experience. October 01, 2005Introducing iPod nano.
From: AppleSubject Line: Introducing iPod nano. Date: Monday, October 3, 2005 This is a great execution of a single-product promo. Apple features the nano at multiple angles, in both colors offered, lists it's technical virtues, AND offers us free shipping and engraving. Of course, it doesn't hurt that the product is "so hot right now." August 15, 2005Less Effective
From: gap.comSubject Line: Save on Fall Styles With These Great Deals Date: Monday, August 15, 2005 This message would have been more effective if it called out a top percentage off, then listed flat categories rather than adding product names in text next to them. Who cares about dress shirts or Ts you can't see? If you're going to call out a product, I want to SEE it. Must-Have
From: J. CrewSubject Line: Editor's Favorite and Free Shipping Date: Monday, August 15, 2005 This is one of the single MOST compelling one-product promo EDMs I've seen all year. The copy, combined with the multiple detail shots, really makes us feel like these are "the most incredible jeans." And with just a few hundred pairs available, how could we not buy them immediately? Way to amp up the urgency. May 24, 2005Bags Packed
From: J. CrewSubject Line: Planning a quick getaway? Date: Tuesday, May 24, 2005 Brilliant! Pack his suitcase (and thereby his shopping cart) for him! This is a great way to sell mix and match items as a set. A general note about J. Crew EDMs: They're about 200 pixels wider than best practices recommend, requiring us to scroll to the right in order to see the entire design. Recommendation: cut the width down to 600 pixels. 640 max. March 31, 2005Minimalist Messages
From: BurberrySubject Line: Signature Burberry iPod cases now available Date: Thursday, March 31, 2005 I love how a luxury brand like Burberry can get away with such minimalist messages. March 24, 2005Show, Don't Tell
From: babygap.comSubject Line: New Summer Outfits & Free Shipping Date: Tuesday, March 24, 2005 While I love the textured treatment and the old-fashioned photo corners, this comes down to a case of "show, don't tell." Rather than wasting precious real estate on descriptive copy no one will read, show images of the tropical-print tops and sporty shorts. Even though I think the photo corners are cute, if I don't see a product I like (and I don't like the bathing suit), I'm not gonna click through. January 15, 2005In the Details
From: Ann TaylorSubject Line: Spring is in the details... Date: Tuesday, January 25, 2005 Here, Ann Taylor does a nice job of introducing new spring product. The close-ups show us what makes these items different from last year's. The sweet pink treatment suits the merchandise, and the "Click and see" button is a nice, strong call to action. One suggestion: add product names and prices to the product imagery. August 18, 2004Pure Simplicity
From: west elmSubject Line: Get inspired by our new design favorites! Date: Wednesday, August 18, 2004 This EDM does a great job of showcasing color and texture. The large, close-up crops give us a good look at the product details. |
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