Improve your customer retention program by instating a birthday email!
From:The Container Store Subject Line: Happy Birthday! We have a special gift for you! Date: Tuesday, June 1, 2010 The Container Store's email doesn't say what the gift is, you have to go to the store to claim it. Making your gift exclusively available in-store is a good way to drive traffic to your store, but I would prefer if the email said what the gift was.
From:World Market Explorer (Cost Plus) Subject Line: Guess what? You've earned a Reward! Date: Sunday, June 13, 2010 Cost Plus's email doesn't say Happy Birthday anywhere in the email or subject line, only on the landing page (thumbs down). Also note that you have to click in order to see your reward, which doesn't bother me and helps drive traffic to the website.
From:Disney Movie Rewards Subject Line: Amy, Happy Birthday! Date: Friday, June 18, 2010 My favorite. I was looking forward to this one after getting it last year. Although the movie selection is exactly the same as last year's. Offering an awesome reward like this can do 3 things: 1) Build customer loyalty. If the gift is worth it, you can bet people will stay subscribed to get the same perk next year. Until then, you have a better chance of reeling them in on other offers. 2) Build your List. If I got a great deal on my birthday, I'd tell my friends to sign up for your emails. 3) Increase your conversion rate. By giving a gift, you may be reminding an inactive customer just how great your products are -- and get them buying again.
From:ING Direct Subject Line: Happy Birthday from ING DIRECT! Date: Friday, June 18, 2010 I liked how this email gave 3 product suggestions for using my 15% discount. From:Nature Made Subject Line: Happy Birthday From Nature Made Date: Friday, June 18, 2010 I like how Nature Made included my name in the email. They also used the opportunity to cross-promote a product.
From:Piperlime Subject Line: Happy Birthday! Here's a treat. Date: Friday, June 18, 2010 The offer on this one wasn't as great as some of the others ($15 off a purchase of $60).
From: New Look Subject Line: Open me quick for Free P&P - Ends Midnight tonight Date: Tuesday, March 16, 2010
From: New Look Facebook Update
It's such a simple concept: One message - say it loud, say it proud. A fashion retailer from the UK has dug up this old tactic and executed it nicely with their new look. I love the time sensitive push in the subject line, it's so in-your-face. Hopefully, consumers are much like Alice in Wonderland who, when told to drink or eat something, will acquiesce in a heartbeat.
Free shipping as an offer is perhaps overused but do consumers still find it as much of a "treat?" Does it just concentrate revenue, which was already bound for your brand, into a single 24hr period? Possibly, but it also trumps the competition on that day by bringing in some extra cash which may have been spent elsewhere. They probably could have done with a bit more focus on the image, in fact, I can take or leave the two chaps who might be about to audition for some reality TV music show.
The balance of system text is also too much in favour of images - the personalisation at the top is a little hollow as it is not followed up or relevant to me. The email was supported by much Facebook and Twitter activity and created a dialogue around the offer and generated some community excitement, which is always well advised.
From: Southwest Airlines Subject Line: Fly One, Get One FREE For Colorado Rapid Rewards Members! Date: January, 2010
From: Southwest Airlines Landing Page
Not too long ago, I received an awesome email from Southwest Airlines. The 3 things I like most about this email are the fact that it's relevant, simple and truly rewarding.
1. It's relevant because I'm a Colorado resident, a Rapid Rewards member and I just happened to need travel booked in the month of January. How did they know? ☺
2. It's simple. The subject line explains what's in it for me. I recognize some marketers are hesitant to use the word FREE in a subject line, however, I believe this is a high value scenario when the benefits of using the word FREE outweigh the risk of content filtering. The 3 simple steps needed to book my trip were bulleted and straightforward. The registration landing page was short and sweet and had my rapid rewards number pre-populated in the form, it literally took me less than 5 seconds to read and click.
3. Taking advantage of this campaign was truly rewarding. I booked my flight a few days after I received this email and was excited about the perks of Business Select: a guaranteed group "A" boarding pass, Fly By Priority Check-in, security lanes at the airport and a drink coupon. Now that's rewarding. Luv'in Southwest.
From: Bluefly Subject Line: You Have Credit In Your Account + EXTRA 15% OFF Everything! Date: Monday, December 14, 2009
Free money at the holidays! Who doesn't love that? Right in the middle of my holiday shopping frenzy, I was sent this email from Bluefly. What a perfect example of how minor segmentation (and what I assume was minimal effort) can drive major results. The versioned subject line reminding me of a credit caught my eye and made me do a double take on an email that I usually ignore (does anyone really read their Bluefly email EVERY day?). Once I opened the message I noticed a simple banner that reinforced the credit messaging.
I think most marketers feel that segmentation is a big, complex strategy that they don't have the time for or the data to tackle. Bluefly shows us that segmentation can be achieved with a simple version of the subject line and one small banner at the top of a regular campaign. No major data and RFM modeling required. Just simply pull a list of customers who have money to burn and watch the revenue come in.
Well done, Bluefly! Now the big question is do I spend the extra money on buying gifts for others or myself?
From: Horchow Subject Line: Win your shopping cart up to $5,000... Date: Saturday, October 31, 2009
From: Horchow Subject Line: 25%-30% OFF OUR PICKS JUST FOR YOU + FREE SHIPPING... Date: Wednesday, December 16, 2009
Most people who have heard me talk about email have heard me mention the Horchow email program. I talk about them not because their email program is perfect, but because I happen to love furniture, especially theirs. I'm excited to write about a terrific campaign they did recently. On October 31st, they sent a "Win your shopping cart up to $5,000..." email - the sweeps was for email subscribers only, ran for one weekend and had three lucky winners. As a big fan, I quickly filled my cart with items I wanted. Unfortunately, I didn't win my shopping cart, but I loved the idea of collecting data from a subscriber's in-market interests.
This week, I received a site-wide sale email from them that featured some of the products that I put into my cart. The low-cost sweepstakes ($15,000) provided them with tons of data they can use later to target with. Now that's smart marketing.
From: Harry & David Subject Lines: 1.) FREE as FREE Can Be: Christmas Delivery for ALL Gifts + Bonus Offer Inside!
2.) JOHANNA, We'll give you FREE Christmas Delivery + 20% OFF Fruit-of-the-Month Club gifts! Date: Wednesday, December 16, 2009
The urgency of 'hurry' is cluttering up my inbox these days. Everyone is fighting for my attention, even emails from my own mother are getting lost in the shuffle. Some retailers are getting a little aggressive in the inbox and I'm not sure if I'm a fan or not...but I'm more likely to look at the messages they are sending me. In the case of Harry & David, I'm actually purchasing thanks to the repetitive messaging. Harry & David always has beautiful emails, simply based on photography of fruits and chocolates. My mouth might be watering just a little thinking 'bout their pears. Recently though, Harry & David's urgency -- HURRY, FREE, JOHANNA! -- is overwhelming my inbox more than most other retailers. In one given day I received four different emails from Harry & David with all messages in caps.
At first the urgency is slightly annoying, but then the shopper in me takes over and I can't miss out on this big savings taking place TODAY ONLY! Also, they have "Blitzen Deals" that last 24 hours on specific products. I flipped through the messages, visited the website, and even purchased a few items for friends as holiday gifts. So, even though I'm annoyed, you win Harry & David. You're like a nagging friend reminding me to do something good for others. THANKS!
From: JCrew Subject Line: Want to win an NYC trip for two? Date: September 29
Want to win an NYC trip for two? Heck, yeah! I was pretty stoked to see that subject line waiting for me in my inbox yesterday, excited enough to click-through and TRY to enter. TRY is the keyword here. After five attempts where I kept getting an error saying I needed to enter my email address... which was already entered... I gave up. Looks like they've fixed the snafu as I was able to enter today, but how many other people tried to enter yesterday, only to get totally frustrated and shut-out?
Another odd factor is that the copy talks about a daily trivia contest. And that if I guess right I'll be entered to win the grand prize. Hmmm. All I was asked to do was give my contact info. I didn't see a quiz and I certainly don't see how to play everyday. Something's not jiving here. Plus on the site, the promo calls this a "guys" weekend in Manhattan. Hmmmm again. So no girls allowed? Then why did I get this email? Why are they taunting me as though I might be able to win this trip? I'm just confused. Last but not least, I would also think this would be the PERFECT email candidate for a sweet forward to a friend promo.
To end on a positive note, that subject line was a winner in my inbox.
From: Boden Subject Line: Open me, I expire on Thursday! This Boden offer won't last. Date: Tuesday, September 8, 2009
Just when I thought I could resist the temptation of spending money, bam, there was an offer I couldn't refuse - almost.
First, the subject line told me exactly what I needed to do, open the email. Second, it clearly stated when the offer expired. Third, the SL told me that I needed to jump on this deal now. When I opened the email, dogs greeted me. Each dog was labeled with the day-of-the-week and showed a percentage off. As a dog-lover, this creative pulled me in, although Boden apparel has nothing to do with pets.
I'm not a designer, but an essential part was missing. I clicked through the hotlinked email and it took me to the home page instead of a landing page with similar creative. I love a great offer, but a seamless email to website experience is just as important.
Cat lovers, what does this email do for you? Hopefully the offer is compelling enough to bypass the canines and get straight to the apparel.
From: The Container Store Subject Line: Know a teacher? Don't miss this offer! Date: August 20, 2009
How refreshing to see a back-to-school email that's all about teachers! Since I live in a state where they've slashed, yet again, the funding for schools, I would imagine that a lot of teachers are having to dig into their own wallets to buy the "extras" they want for their classroom. Bravo to The Container Store for giving these hard-working superstars a special savings discount of their own.
Fantastic offer aside, there are a few things from an execution standpoint that I think they could have done better. Let's start with the copy. It's written as though I'm not a teacher, which is fine because I'm not. But what if I were? Also, it doesn't tell me whether I can shop online and in-store. The landing page did go into more detail, but I think telling people WHERE they can shop is a pretty important fact to get across up front. The fulfillment part of this is also interesting because they will email you a discount code once you've registered. I don't know about you, but I'm thinking a simple 1-2-3 approach to the copy would have educated the subscriber quickly on the logistics of the program and made them feel like this is super-easy to do and not a time suck. Plus, at first scroll, I missed the fact the teacher needs to register for the discount... so maybe that call to action should have been above the fold. And lastly, the subject line might have been a little more powerful if the percentage was included: Back to School Special: 15% Off for Teachers!
On the design front, I think it would have been great to show some products to inspire teachers to consider The Container Store as a resource center. Plus, for those of us who aren't teachers, we might get excited about some really cool storage ideas that could corral the clutter and make our lives just that much more organized. Because, you know, piles only work for so long. Eventually, you really do have to file.
From: Victoria's Secret Subject Line: Thank you for your recent purchase Date: June 20, 2009
Isn't it fun when you rediscover a brand? Take Victoria's Secret, for instance. Lately, my gal pals and I can't get enough of this iconic brand. And it has nothing to do with sexy little underthings, either. (Sorry guys.) We're all about the dresses, tanks, tshirts and swimsuits featured in the summer catalog. One of my girlfriends went so far as to say that the only promotional emails she opens anymore are the ones from Victoria's Secret!
I'm not sure if they revamped their email marketing and merchandise, or what. But, whatever they're doing, it's working. What sealed the deal for me was this simple "thank you for your purchase" email. Instead of combining it with my order confirmation, they sent a separate email to just say...thanks. I loved it. Plus they gave me free shipping on my next order of $100 or more. I already have three dresses picked out.
From: giggle Subject Line: help us help you Date: May 28, 2009
If you ask giggle, my two cents could be worth $500! Thought this was a great incentive to get people to engage with the giggle site and start writing product reviews. Their creative is always fresh and clean, and they really do a great job of carrying their brand through every customer touchpoint, from the site to email to the store.
Total Sidebar: Not sure it was intentional, but I love the Jerry Maguire reference in the subject line. Remember that scene? "Help me help you, Rod. Help ME, help YOU."
From: South Seas Island Resort Subject Line: Experience South Seas Date: Tuesday, April 28, 2009
Unfortunately, I received this email immediately after booking my South Seas travel (and simultaneously signing up for their email program) for roughly double the featured "spring rate." Ouch! Where's my "thank you"? Where's my "welcome to our email program"? As much as I love an offer, and as much as I love a resort, and as much as I am a total customer service snob, seriously, what's the likelihood that I'm going to book again in the same season? This message just made me feel silly for paying more :).
But alas, which of you will I see at the fabulous South Seas Resort for the Email Insider Summit next week!? And if you haven't yet booked your travel, perhaps you can take advantage of H2WHOA!
From: Southwest Airlines Subject Line: 50% off a Mystery City Each Day Date: April 24, 2009
I love the way Southwest took a 50% off sale and made it a game. Sticking out in the inbox these days is a challenge, and this is the perfect example of how simple clever can be. Best of all, I love how they do not include the city in the subject line. It forces me to open the email. Very smart. While I'm not in the market to fly to Philly today, I can tell you this: I'm hooked. I'm already guessing about what tomorrow's city will be.
From: Perry Ellis Subject Line: Realtime Style and Updates Date: Wednesday, April 15, 2009
Perry Ellis goes all out in dedicating this email exclusively to social media. In order to receive any information on the special offer, you need to click through to Perry Ellis's facebook or twitter pages. Once there, you are able to view a variety of special offers, including promo codes, new arrival information and more. While the social media pages are interesting and include some great offers, I'm curious how this email performed since there was no direct consumer offer in the email itself. Whether you've added Perry Ellis to your network or not, this is a great example of using email to gather social media connections.
From: Victoria's Secret Subject Line: One Day Only! 20% Off Your Order of $50+ Date: March 31, 2009
From the subject line to the preheader to the focused design and copy, I just love this email. Maybe it's because my apartment is cluttered with moving boxes that I am craving the clean and simple, but right now, I'm really appreciating the retailers who are sticking to a main story and doing it right. Thanks for the email, VS. I'll be shopping.
From: Neiman Marcus Subject Line: So, you need a gift? Look no further + Free gift wrap & free online shipping Date: December 10, 2008
From: Neiman Marcus Subject Line: FINAL HOURS! FREE $100 NM GIFT CARD with online purchase + Free gift wrap & free online shipping Date: December 9, 2008
From: NM Store Subject Line: Take an extra 30% off at Neiman Marcus stores Date: December 10, 2008
As a follow-up to my December 8th posting, I thought I would share the latest NM news. I received three emails from Neiman Marcus in ONE DAY. Yes, that's right. 1-2-3 in 1 day. While I understand that good things come in threes, I'm not so sure it applies here. And while I also understand that two were from Neiman Marcus proper and one was from NM Store, they all look like Neiman Marcus to me. And check out the subject line lengths! The only word that comes to mind is: Unsubscribe. Otherwise, I'm speechless.
I L-O-V-E Sephora's version of last year's Elf Yourself. Talk about creative. From start to finish, it's a seamless experience that even the most tech-challenged girl can navigate with ease. Here's the skinny: After you've uploaded a pic of yourself, you go through a series of steps where you outline your eyes, mouth and face shape. Sounds complicated, but trust me, they've made it blonde-proof. (It's okay, I can say that because I'm a blonde.) Once you've finished with the outlining, the real magic begins. Within seconds, you have four fun and fabulous looks to choose from: Smokey Sugar Plum, Merry Berry, Santa's Little Temptress and O, Tannen-Babe. It's your face all glammed up in four festive ways, complete with eye shadow, mascara, gloss and more. All that's left is for you to add a personal message and send it on to your fellow glamour gals. You'll get a sweet little email that lets you know your Mistletoe Message has been sent, and best of all, the savvy team at Sephora includes a promotion code in the confirmation email for a free set of lashes or a sample size of Sephora Lip Attitude with any purchase. Simply brilliant.
Want to see my Mistletoe Makeover e-Card?
Check it out here.
From: Michael Stars Subject Line: New Breast Cancer Charity Tee Date: October 7, 2008
In the last few weeks, I've received quite a few emails from retailers with a Breast Cancer Awareness message as the main story. This really got me thinking about the whole idea of cause-related marketing and whether or not it can actually drive sales.
Lo and behold, I received a blog posting on October 15th from MediaPost.com that talked about this very topic. Here's a slice of the story:
According to the 2008 Cone/Duke University Behavioral Cause Study, released recently by Cone and Duke University's Fuqua School of Business, cause-related marketing can exponentially increase sales, in one case as much as 74%, resulting in millions of dollars in potential revenue for brands.
Gets you thinking, doesn't it? What if every company found a way to include a cause-related message once a month, rather than once a year? In addition to driving sales through the roof, just imagine all the good we could do. Food for thought.
Read the full blog posting on cause-related marketing at MediaPost.com.
From:JetBlue Subject Line: Low, lower and lowest...Our BIG fall sale is here! Date: July 28, 2008
Feeling a little low on the creativity scale today, I decided to dig through my email archives to find a gem of inspiration. This JetBlue email is an oldie but goodie. It came out this summer amidst a flurry of emails where everyone was screaming SALE, SALE, SALE! What I love about this email is that they found a clever angle and made the sale messaging interesting. The body copy says: Our CFO is away. It's time for a sale. Book now before he gets back on August 6th! In reality, the CFO probably knew about the sale, but I just loved imagining the CFO coming back from vacation and everyone snickering behind his back because they pulled off the ultimate inside job. Finding unique ways to spin played-out content is a sure-fire strategy for grabbing your subscribers' attention. The only miss for me on this JetBlue email is the subject line. IMHO, the SL is a window into the content of the email. So, if you have a witty email, then use your SL to give subscribers a sneak peek into your creative genius. Not only did the JetBlue SL call this a Fall Sale when it was only July, but it also left out the whole fun-factor story about the CFO being on vacation. My SL suggestion? Our CFO is on vacation – flights starting at $39!
From: Netflix Subject Line: We're Sorry DVD Shipments Are Delayed Date: August 14, 2008
From: Netflix Subject Line: We're sorry your DVD shipment was delayed Date: August 15, 2008
No, you're not seeing double. I received these back-to-back customer service emails from Netflix last week. Seems their shipping system was on the fritz, so they took action by stepping up to the inbox not once, but twice to simply say sorry.
At a time when prices are rising and savvy consumers are fine-tuning their buyers' intuition, it's in every retailer's and service provider's best interest to upgrade their personal, one-to-one interactions with their customers. Taking a few extra minutes and a few extra dollars to keep 'em feeling attended to is well worth the investment. IMHO.
My only copy critique is that they should have switched up the subject lines a tad more. I almost didn't open the second email because I thought it was simply a repeat. Lo and behold, it spelled out specifically what Netflix was doing to make up for the mishap; they were giving me a 15% credit on my bill! Pretty major, right? Something like "We're giving you a 15% credit for DVD delay" as the subject line would have done the trick and let me know that it was a follow-up to the first email.
One more little edit is about the casing in the subject lines; one used headline casing and the other used sentence casing. I've never seen any stats on one being better than the other, so it's more of a style consistency thing. Basically, pick a side and plant your feet.
From: Restoration Hardware Subject Line: Don’t Skip This Email. It’s Worth $100 (Really, Truly). Gift Expires Monday. Date: Saturday, January 12, 2008
I applaud Restoration Hardware for thinking hard about how to use the subject line, body copy and design layout to make an ordinary offer feel extraordinary. Sure, it calls to mind the envelopes from Publisher's Clearing House I hopefully tore open as a child, but it's different and it works. In particular, I like how the subject line attributes a cash value to the email itself: "It’s Worth $100 (Really, Truly)." I'm also responding to the Gift Certificate device; it makes a standard offer - 25% off a $400 purchase - feel like a special, exclusive present.
From: Neiman Marcus Subject Line: FREE GIFT WRAP ON THE BIG 100 & A chance to win one + FREE SHIPPING AT ANY PRICE Date: Tuesday, November 13 2007
Here's an interesting way to compel recipients to click quick: Neiman Marcus offers subscribers the opportunity to win a handbag - but only if they respond by 11AM CT!
From: Design Within Reach Subject Line: Final Week to Lounge for Less, plus Shipping and Champagne Date: Tuesday, January 23, 2007
Here, Design Within Reach infuses some fun into a standard design template. Using basic rules and color blocks, it goes from generic to Mondrian-esque. Cute.
I also want to applaud the limited-time offer specificity in both the subject line and the headline.
Finally, I'd like to call attention to the footer navigation. Many multi-channel retailers include their website, telephone number and store locator information in their footer navigation, but I like how Design Within Reach umbrellas it with the phrase "3 WAYS TO SHOP." It's subtle, but it gives the information a sense of context and serviceability.
From: PUMA Subject Line: Play the game. Win PUMA prizes. Date: Thursday, November 7, 2006
Here, PUMA does a nice job using white, as well as incorporating holiday without blasting us with red. (I am SO SICK of seeing red in my email inbox! Winter will be a welcome sight.) ... Although, is that Michelle Yeoh hovering ghostlike behind the body copy? That's weird.
And what the heck is this "Round Three of our Holiday Heroes puzzle" thing? People are so busy this time of year and their inboxes are so crowded; they don't have time to read multiple paragraphs of contest rules, and they don't have the interest to keep up with more than one "Round" of information. So do us a favor and keep it simple: give us a few good gift ideas and a free ship offer, please.
I like both of these graphical designs from Banana Republic. Obviously, "Drop Your Pants" (on a Friday, no less) is an attention-getting graphic and subject line. (I assume the open-rate was their highest ever.) The post-Thanksgiving design is great just because of the unusual color combination: totally mashed potatoes and gravy. The cute little gravy boat icon is, well, "just gravy."
From: BananaRepublic.com Subject Line: Drop Your Pants for charity, get 15% off... Date: Friday, July 21, 2006
From: BananaRepublic.com Subject Line: Starting tomorrow, get a $25 Shop Card online & in-store... Date: Tuesday, November 21, 2006
From: babygap.com Subject Line: Exclusive Offer: Free Shipping Throughout The Holidays Date: Tuesday, November 7, 2006
A bold offer and a nice design, I'd say. I'll be interested to see whether Gap uses this "tag" graphical treatment to indicate Free Shipping throughout the season. If so, then this message is also a nice introduction to a visual cue that will drive sales all season long.
Within a period of two days, both Sephora and Nordstrom offered what appear to me to be extremely compelling free gifts with purchase. Which is the better campaign? I made a purchase from Sephora. They created a click-through landing page listing exactly what was in the free gift bag. Nordstrom's offer might have been better, but they didn't list exactly what the croc box included. Better safe than sorry!
On an unrelated note, I'm interested in Nordstrom's use of "(Details Inside)" in their Subject Line. Thoughts? Also, is it me, or does Sephora's Subject Line not make any sense?
From: UrbanOutfitters.com Subject Line: Who are you? And do you like Free Shipping? Date: Thursday, August 10, 2007
This EDM uses a compelling offer to gather subscriber data. At the same time, it throws production values out the window in favor of humor. UO pokes fun at it's own categorization process, adding "Mama's Boy", "Blog", and of course, "Lindsay" and "Hilary" menu items.
From: J.Crew Subject 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.
From: The Museum of Modern Art Subject Line: Last chance to save $10 on the newest arrivals at MoMAstore Date: Wednesday, March 29, 2006
This email was brought to my attention by Kate Addiego. Thanks Kate!
The MoMAstore consistently delivers campaigns with clear messaging and clean design. This EDM is a nice example of successfully bringing together what could have been a mishmash of product imagery through common shape and color.
As a museum-affiliated enterprise, MoMAstore faces the unique issue of addressing the consumer and the connoisseur. The consumer saves $10 on their coasters, while the connoisseur admires a 2005 vase by Tokuda. Objects d'art get dates rather than prices!
From: Old Navy Subject Line: This Week Only - Get $10 Off Any Purchase of $50 or More Date: Monday, March 20, 2006
While the creative execution is nothing short of "blah" (I'm surprised this got past the business team without the addition of red!), I'm interested here in the print-out coupon tactic. Have you used it, is it effective, and in what context?
A physical coupon probably appeals to Old Navy's target audience: shoppers in search of a deal. However, how many of these value-oriented consumers have home printers?
From: katespade.com Subject Line: final sale - great things come in pairs Date: Tuesday, January 31, 2006
Shoes and bags lend themselves to paired-purchase, and Kate Spade takes advantage of that here with a tempting additional 15% off when you buy two sale items. Smart!
A few recommendations for improvement:
1) I know it doesn't suit a more luxurious brand like Kate Spade to SCREAM sale, but the type is so small I can hardly read the offer they're promoting, and I have my glasses on. Bring it up a pixel or two!
2) It would be great if, on click-through, we were taken to a multi-buy page that allowed us to purchase our matching shoe and handbag set, rather than having to slog through the separate "shoes" and "handbags" categories to find the picked-pairs.
3) Do pink & green really go together? Wouldn't black & white have made more sense?
From: Old Navy Subject Line: Holiday Hint 5: You Could Instantly Win Up to $1,000 - Play Now Date: Thursday, December 1, 2005
Kudos to Old Navy for trying something new - an interactive EDM! Here we PLAY for our special offer rather than just CLICK for it Smart! Although I'm not sure how the "Holiday Hint 5" peice of the subject line relates to the message. A "hint" should be a piece of useful informtaion. It would have been better to use the SL to fully capitalize on the novel game element.
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.
From: Saks Fifth Avenue Subject Line: Shop Beauty & Lingerie & Get a Gift with Purchase + Fashion Incubator Date: Tuesday, October 4, 2005
A nice offer and a cute design with one problem: what's with the goats? Lingerie and goats? I don't get it. That's extremely strange.
Another note: simplify the subject line to highlight the special offer for better click-through. You've got three "and" symbols in there. Too many! Try simply "Get an Exclusive Free Gift with Purchase".
From: Gymboree Subject Line: Enjoy Big Savings - Only 4 Days Left! Date: Thursday, August 18, 2005
While the "Spend & Save" concept has always seemed hillarious to me, this is a nice execution. It can be tricky to differentiate between the different savings amounts, and Gymboree does it well using multi-colored dots.
Great to include "4 Days Left!" in the subject line. That's sure to increase click-through.
From: New Look
From: New Look Facebook Update
From: Southwest Airlines
From: Southwest Airlines Landing Page
From: Bluefly
From: Boden
From: Victoria's Secret
From: giggle
From: South Seas Island Resort
From: Southwest Airlines
From: Victoria's Secret 
From: Sephora 
From: Michael Stars
From:JetBlue
From: Restoration Hardware
From: Neiman Marcus
From: Design Within Reach
From: PUMA
From: BananaRepublic.com
From: babygap.com
From: Sephora
From: UrbanOutfitters.com
From: J.Crew
From: The Museum of Modern Art
From: Old Navy
From: katespade.com
From: Old Navy
From: Gymboree
From: Athleta.com
From: Saks Fifth Avenue
From: Gymboree
