AM Inbox: Bigger draw for events

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RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

Sephora, 4/22 — Bronzers with Benefits
Sephora has made the events section of its emails more prominent by using larger pictures and text, looking to draw more subscribers into its stores for events. Here’s what their events section looked like in this email…



…and here’s what their events section looked like in a Feb. 25 email:



Also notice the “Now Hiring” section at the bottom. Sephora is yet another retailer using its email newsletter for recruiting.

Dell, 4/20 — Save up to $395 on select Dell performance PCs
Like many other retailers, Dell is trying to encourage subscribers to write product reviews by running contests and providing other incentives. (Explore tag: product reviews.)



Brookstone, 4/20 — What has 4 wheels and makes your yard look great?
A pickup with a bed full of new sod? According to Brookstone the answer is an industrial-grade hose cart. Brookstone’s subject lines are usually pretty straight-forward, so I think it’s okay to be playful from time to time. But while a subject line like this may drive higher open rates because it stokes the reader’s curisity, you don’t want subscribers to think that you’re playing with them and wasting with their time. More than anything subscribers want the subject line to tell them quickly what the email is mainly about.

SUBJECTIVITY SCANNER:
Polo, 4/20 — Perfect Gifts for Mom & Free Shipping
ShopNBC, 4/20 — [Your Private Invitation] Free Shipping for One-Day Sale
Linens ’n Things, 4/20 — Backyard Living + 20% Off Online & In Stores
Bluefly, 4/20 — Spring Sweaters We Love...
DisneyShopping, 4/20 — Mix, Match, and SAVE! 2 for $15 Specials
Spiegel, 4/20 — Clearance Swim Event: The Chicest Suits Under the Sun, from $14.99!
Macy’s, 4/20 — Web busters + Lowest Prices of the Season at our One Day Sale!
Ross-Simons, 4/20 — Win a $10,000 Diamond Sweepstakes at Ross-Simons
Sony, 4/20 — Point. Shoot. Win on the web with Sony. [promoting Spider-Man 3 Challenge]
1-800-Flowers.com, 4/21 — Get a gift fast
Neiman Marcus, 4/20 — FREE SHIPPING + Flats: New textures, details, and colors
Target, 4/22 — Spend $100 on stylish home picks, save $15
CompUSA, 4/22 — Save $200 instantly on the Sony VAIO All-in-One PC/TV
RitzCamera, 4/22 — The NEW Nikon D40x DSLR Comes With FREE Nikon Deluxe Gadget Bag - Plus, Read the PopPhoto.com D40x Review!