AM Inbox: Missing a hot trend

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

Home Depot, 4/19 — Free Shipping on Select Patio Sets + Other Great Offers
Counting today, there’s still three days before Earth Day, so things could still turnaround. But currently retailers have pretty much ignored an opportunity to tap into the growing eco-friendly sentiment. Only a handful of retailers—including Home Depot, which touts an Earth Day event and its Eco Options assortment in this email—have mentioned Earth Day or eco-friendly products in the last couple of weeks. With all the national media attention on global warming right now, I’m really surprised retailers aren’t looking to cash in on the trend. Some retailers may think an entire email about Earth Day just doesn’t fit their assortment, that they wouldn’t have enough to say. But eco-awareness can be a subtle addition to your current marketing messages. For instance, Lands’ End sent out an April 10 email ("Best overall. Best value." Canvas totes starting at just $15.) about its canvas totes. In that email, they listed five product attributes; the four one was “Skip grocery bags! This smart alternative comes in four sizes.” My wife and I had thought about doing this before, but this mention was enough finally spur us to action and buy two totes from Lands’ End. I’m sure others did the same.



KB Toys, 4/19 — Save On Spidey Stuff With Free Shipping
Your subject line should really highlight the main message of your email—or should at least do that. In this email, the main message is “up to 60% off on spring deals,” so it’s confusing to me that they’re highlighting the Spider-Man products in the subject line. KB Toys has done this in the past, choosing to call out the first thin banner rather than main content block. If you find that you’re focusing on a secondary item in your subject line, it’s probably a clear sign that the body of your email is emphasizing the wrong material.



Lands’ End, 4/19 — Just launched! Our new Custom Swimsuit gives you your most flattering fit ever!
Lands’ End has broadened its custom clothing options further with the launch of custom swimsuits.



SUBJECTIVITY SCANNER:
Target, 4/19 — This just in: Fresh deals in Home, Bed + Bath and Women's
Saks Fifth Avenue, 4/19 — FREE SHIPPING + NEW LACOSTE for women & men
Abercrombie & Fitch, 4/19 — Our Vintage Tees Are Soft, ***y, And Have The Perfect Fit.
Neiman Marcus, 4/19 — Diane vonFurstenberg: Float dresses & more breezy styles + FREE SHIPPING