   Date Archive: July 2008
July 31, 2008
From: Tiffany & CoSubject Line: Tiffany Effortless Chic Date: Tuesday, July 29, 2008 I've pretty much seen it all when it comes to diving an email into sections. There's the typical putting everything in boxes method or even smushing everything together in an "artsy" way like Borders does. I absolutely love how "effortlessly chic" Tiffany & Co makes it look! This email flows together really nicely. Too bad the "if you can't view this email, please click here" link goes to a different email :( 
From: eleVAteSubject Line: Welcome to eleVAte! Date: Wednesday, March 19, 2008 First of all, I love Virgin America. Second of all, I love this eleVAte welcome email for at least two reasons: (1) It includes all the details I need to revisit the site, which inspired me to actually keep and file the email away. (2) Welcome emails are sometimes made to do too much, which turns into a law-of-diminishing-returns, over-messaged mess. This one is super-simple, which makes the three icons and buttons to book, edit preferences and view routes POP! July 30, 2008
From: J.CrewSubject Line: With our apologies... Date: Wednesday, July 30, 2008 I have had some dramatically bad experiences at jcrew.com over the past month. I appreciate that they sent out an apology; I did not get one from the Gap when their site didn't work on Safari for months last year. Two recommendations for improvement: (1) I'd love to see signatures from Millard and Tracy. It would make it feel so much more personal. (2) I want an incentive to revisit after my difficulty. I wonder whether - once the issues are resolved - J.Crew will send a discount code to entice the disappointed to return? 
From: fredflare.comSubject Line: Grace Kelly goes camping... Date: Wednesday, July 30, 2008 I adore the idea of Grace Kelly camping with the Hardy Boys. That is a fantastic notion. Reminds me of the style little Emma Roberts sported in the Nancy Drew movie, which I really enjoyed, by the by. If you ever wondered what happened to Rachel Leigh Cook, she is in that film. Having three names hardly ever works for actresses, does it? July 25, 2008
From: Sephora Beauty InsiderSubject Line: PERK ALERT! Stila's New Palette. Beauty Insiders Only. Date: Sunday, July 20, 2008 See the email > Some of you might have already seen my EEC blog post about Sephora. They are doing a fantastic job with their email program, and this particular message highlights three of their key successes: (1) Exclusivity: The "Beauty Insider" program truly offers members perks and products that don't go out to non-members, like this Stila Eye Shadow palette. (2) Personalization: They're messaging me on Combo Skin and Brunette-specific products based on choices I made in their profile preferences center. And they're doing it in a way that feels glossy and on-brand, not auto-generated and boiler-plate, which is what a lot of the more upscale brands worry about when we start to talk about dynamic content. (3) Recognition: Dude, they know that I tired the Lumedia Facial Brightener. OK, maybe it's a little scary, but at least they're acknowledging me and my choices as a consumer...Holy cow, that is a heck of a lot more than most batch-and-blast retailers out there can say. Happy Weekend! July 23, 2008
From: CoachSubject 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 ;)! July 21, 2008
From: Bliss Beaut-e-mailSubject 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 ;)! July 16, 2008
From: Tully's Email ClubSubject 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. July 11, 2008
From: Delta Air LinesSubject 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! July 10, 2008
From: Pottery Barn KidsSubject 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! July 9, 2008
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 8, 2008
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. July 7, 2008
From: Tommy BahamaSubject 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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