Every week the EEC adds new content to its Whitepaper Room. Here are the latest additions:

ExactTarget: CareerBuilder.com Case Study
Taguchi Testing Strategy Delivers Results

Epsilon: The Fortified Inbox
Insight Brief

Bronto Software: Creating A Multi-Channel Strategy
Increase Your Email Performance By Integrating Other Channels

Abad Marketing: Claves para lograr que nuestros mensajes se lean en navidad

Return Path: Stop Sending Email Like It's 1999
Welcome Message Study: Marketers Are Missing Opportunities to Pave the Road to Relevancy

Email Data Source: Email Brand Equity Index™
The Email Brand Equity Index™ is the first score that reflects a 360 degree view of email marketing efforts.

StrongMail: Put the Action Back in Transactional Email
Transform your service-based messages into revenue opportunities.

*Have a whitepaper you’d like to contribute? Email it to whitepapers@emailexperience.org.

Every week the EEC adds new content to its Whitepaper Room. Here are the latest additions:

Habeas Webinar: Multichannel Revolution
How Web 2.0 and Online Reputation Changes Strategy and Results

ad:tech New York 2007: Optimizing Email to Maximize Your Return
Trends and case studies.

*Have a whitepaper you’d like to contribute? Email it to whitepapers@emailexperience.org.

In a multichannel retail business, using email to drive traffic to brick-and-mortar stores can be an interesting task. Chief challenges include:
(1) Internally, online and retail departments are often not only separate but also competitive;
(2) Generally, retail-focused campaigns don’t drive as many immediate web sales, causing email crack-cocaine withdrawal; and
(3) Actual store traffic and resulting sales can be difficult to track, yielding performance metrics that sound like this: “Wow! Tons more people came into the store that day!”

Despite the hurdles, as retailers experience at least anecdotally positive results and simultaneously improve their geo-targeting capabilities, they also grow more sophisticated in store-specific creative execution. While in-store discounts, coupons and incentives will always remain a favorite tactic, I’ve seen more brands experiment with two of my favorite C’s: content and cachet.

Below, Pottery Barn Kids, Crate & Barrel and Williams-Sonoma serve up varying degrees of virtual and physical content with Pottery Barn Kids heavy on virtual, get-psyched pre-visit tips and Williams-Sonoma listing a truly impressive breadth of in-store cooking classes and demonstrations. (This is one of the rare cases in which the events seem to exist for reasons other than to justify an email blast.) I do appreciate that Crate & Barrel has contextualized their store events by giving them a name. How cute is “Crate Ideas”?

From: Pottery Barn Kids
Subject Line: In stores now: Everything you need to celebrate the holidays.
Date: Tuesday, Nov. 6, 2007

From: Crate & Barrel
Subject Line: Crate Ideas store events this weekend
Date: Thursday, Oct. 25, 2007

From: Williams-Sonoma
Subject Line: Join us for Culinary Demonstrations
Date: Tuesday, Oct. 23, 2007

Pottery Barn, PUMA Women and Ann Taylor play the cachet card, peppering their subject lines and designs with words like “exclusive,” “most-valued,” “private” and “after-hours” in the hopes that making subscribers feel special will also make them feel like getting into a car. (Did I mention “exclusive”? “Exclusive” is clearly the new “luxury.”)

Pottery Barn upped the ante by offering wine, which has been proven to increase spending by 20% per glass. Just kidding. But probably not! SPG—spend per glass. Is that a new KPI?

From: Pottery Barn
Subject Line: You're invited to an exclusive wine and cheese event
Date: Monday, Oct. 29, 2007

From: PUMA Women
Subject Line: You're invited to our After Hours Party!
Date: Thursday, Oct. 11, 2007

From: Ann Taylor
Subject Line: Hurry! Private Sale Today, Only for You
Date: Thursday, Oct. 11, 2007

As ever,
Lisa Harmon

-->Read other Make it Pop! posts.

Every week the EEC adds new content to its Whitepaper Room. Here are the latest additions:

Flimp Media: Web Video Marketing: The Birth of a New Online Marketing Application
The meaning and benefits of interactive web video.

Listrak: The Art and Science of Email Marketing
Art is all about form and content, and like art, your emails must inspire your audience to perform your end goal.

ExactTarget: The Top Email Power Trends for 2007
A mid-year look at what's working for the winners.

DMNews: Study - DM, email blend ups spend
Integrating digital advertising with direct mail campaigns can increase customer spend by almost 25%.

*Have a whitepaper you’d like to contribute? Email it to whitepapers@emailexperience.org.