Smith-Harmon - Make It Pop!

Date Archive: November 2005

November 28, 2005

Posted by Lisa Harmon at 5:37 PM
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From: Coach.com
Subject Line: Find Charming Holiday Gifts at Coach
Date: Monday, November 28, 2005

These past few years, Coach has done such an amazing job of going from boring to boppy. This campaign is just another example of the bright, happy new presence they've become. The idea of buying charms as holiday gifts NEVER crossed my mind - until I saw this EDM and immediately purchased three.
One suggestion: leverage your brand recognition and newfound popularity by rocking a big old logo! "Coach.com" only appears here as one of several small menu navigation items.

The Ghost Gloves

Posted by Lisa Harmon at 1:13 PM
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From: J. Crew
Subject Line: Free Shipping and Get Gifted
Date: Monday, November 28, 2005

Love this! But the red gloves are missing their shadow! Totally breaks the illusion.

November 22, 2005

Good Execution

Posted by Lisa Harmon at 7:10 PM
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From: American Eagle Outfitters
Subject Line: Shop early and take 15% off
Date: Tuesday, November 22, 2005

Proof that it's possible deliver multiple messages in one EDM without confusing customers, American Eagle Outfitters gives us a product-specific sale, a one-day-only sale, an in-store sale, a sweepstakes offer AND a gift guide without making our eyes cross.
Love the "Get Together" seal they employed throughout the season, as well as the wood texture used in this particular message.

November 16, 2005

Warm Welcome

Posted by Lisa Harmon at 5:37 PM
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From: Williams-Sonoma
Subject Line: Welcome to Williams-Sonoma!
Date: Wednesday, November 16, 2005

While most retailers leave it at "Thank you," Williams-Sonoma includes a bonus in their welcome message - a free recipe. A first-time discount or free shipping offer would make this welcome even better.

November 9, 2005

Glimmer and Glow

Posted by Lisa Harmon at 10:22 AM
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From: west elm
Subject Line: this season's glimmer and glow: gifts from west elm
Date: Wednesday, November 9, 2005

Unfortunately my screeshot doesn't capture the rotating imagery in this email, but imagine the photos and copy boxes swapping out to create a glittering grid. It's a great use of effect to support a "glitter and glow" message. One wish: that the images and copy block colors matched more closely. There's a lot going on here, and a common color would have helped the grid feel more uniform.

November 8, 2005

Cutting Your Friends a Deal

Posted by Lisa Harmon at 7:35 PM
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From: Gymboree
Subject Line: Friends of Gymboree - Save 30% on Everything
Date: Tuesday, November 8, 2005

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

I Know All, Darling

Posted by Lisa Harmon at 6:00 PM
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From: katespade.com
Subject Line: kate's favorites | november
Date: Tuesday, November 8, 2005

The monthly "kate's favorites" messages are great in that they're just as much fashion editorial as they are direct marketing. Kate Spade's got this no-nonsense, "I know all, darling" voice that comes as a fun change amidst the less-personal corporate voices we're used to hearing.

November 2, 2005

Get Priorities in Order

Posted by Lisa Harmon at 4:59 PM
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From: Aveda Online
Subject Line: aveda gifts to stir up the senses
Date: Wednesday, November 2, 2005

Gift sets are great for the holidays, but the thumbnails pictured here are too tiny for anyone with a standard screen size and resolution to get much of a look at them. Instead, the prime real estate is occupied by a graphical text treatment which is cute, but would work better as a purely graphical sale message. Here, it exclipses the featured product, and doesn't even include a call-to-action.