AM Inbox: The landing page was a better email

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

Bluefly, 6/26 — Trend: Knit Jersey Dresses Starting at $48...
Considering the immense volume of email that Bluefly sends out, I don’t talk about them very often. That’s mainly because their emails tend to be quick-hitting messages about discounts on a particular kind of clothing or designer—which is fine (my objections about volume aside). This is a pretty standard email from them, but notice the banner at the bottom of the email about “10 Summer Must Haves.”



When you click through, this the landing page (or at least the first portion of it):



My question is: Why didn’t they send this in an email? Sure, it doesn’t fit their email template, but it’s a very engaging piece that educates and had clear calls to action. I think this is a case where the better email content was buried on the landing page.

Avon, 6/26 — Get Award-Winning Results + FREE Ship on ANY eRepresentative Order
Avon is the latest retailer to offer its subscribers a free ship. Diamond.com did the same in a May 29 email and Orvis gained entry into the 2006 Oopsy Hall of Fame by offering a free ship.

Bass Pro Shops, 6/26 — We Goofed. This Email HAS Images.
Bass Pro sent out an email earlier in the day yesterday that had serious rendering problems, which is to say that none of the images appeared. On the upside, they did have a “View It Online” link at the top of the email so people could click through and see it with images. Apparently the response was bad enough that they wanted to correct the mistake and resend the email. This is what they sent, clearly acknowledging the mistake and the reason for the resend in the subject line and in a message in red at the top of the email. The only thing lacking in this email is an apology, a simple “Sorry for the inconvenience” at the end of the opening message.



SUBJECTIVITY SCANNER:
Oriental Trading, 6/26 — It's not too late - find everything you need for July 4th fun
FTD, 6/26 — Show Your Stars and Stripes!
MLB, 6/26 — Shop the All-Star Game Collection + get free shipping.
Sportsman’s Guide, 6/26 — Fourth of July Sale 2007... Valuable Guide Coupon
Orvis, 6/26 — Save on in-season items NOW.
Gap, 6/26 — New Arrivals of the Season, Plus Up to 60% Off Summer Sale
Polo, 6/26 — Discover Our New Polos & Free Shipping When You Buy More Than One
Lands’ End, 6/26 — Save on super-sized Beach Towels, Buy 2 or more, each $15.50
Williams-Sonoma, 6/26 — Texas-Style Smoked Barbecue at Home
Nordstrom, 6/26 — UGG(R) Australia Exclusive Online Trunk Show
Drs. Foster & Smith, 6/26 — Your Red Tag Sale Starts Early Online
Crate & Barrel, 6/26 — Let us cater to your menu