From: Restoration Hardware
Subject Line: Introducing the Mayfair Secretary Trunk
Date: Wenedsday, September 16, 2009

From: Restoration Hardware
Subject Line: Introducing the Oviedo Chaise
Date: Wenedsday, September 30, 2009




I found out from reading the apartment therapy blog that Restoration Hardware has recently gone through a major "overhaul" and according to the blog, RH has "Roared Back". I'm sure that the marketing dept for RH must be happy to be receiving such praise from well-respected design blogs, however IMHO, I must say that I think internally, they are missing a giant opportunity here! This is the perfect time to be unrestrained in terms of your email campaigns, and go ahead and toot your own horn! Tell us why you are new and exciting! Create a little fanfare! Even their website shows no indication that there's anything special happening - not even on the "Letter From Our CEO" link (another wasted opportunity - instead of telling us anything about the changes, it's some boring musings about a Thomas Edison quote).

Restoration Hardware has some very compelling new products that they have been featuring in their emails lately, such as the Mayfair Secretary Trunk and Oviedo Chaise. To me, the new products are very unique, but the emails are still kinda blah.

In short, I never would have known about the RH transformation, had I not been found out about it independently. To see how I have have done things differently, check out my blog post from yesterday about Ann Taylor's most excellent email campaign introducing "The New Ann"... See, it is possible to appear classy, yet give yourself a little pat on the back at the same time.  ;)