My Fab 5 Inbox

David Baker's recent "Fab 5" article inspired me to choose my own favorite mailers. I get hundreds of marketing emails and many of them impress me individually, but my Fab 5 is made up of marketers who keep me consistently engaged.

Shopping: Barneys New York
Everyone's always talking about not over-mailing -- but for an engaged customer, there's no such thing as over-mailing. I get Barneys New York emails almost every day, and while I don't necessarily look at every single one, I look often. I love the company's merchandise, and I'm amused by the sense of humor in its emails --  whether they're telling ladies what their man needs, dressing up political babies, or just being sassy.



Entertainment: Netflix
Netflix communications are incredibly helpful and amazingly accurate. They make me feel cared for. The company's email programs -- social commerce, enhanced transactional messaging, customer ratings and surveys and more --  consistently deliver the kind of attention that builds brand loyalty. And even when Netflix errs, it's quick on the draw with a strong apology email.

Pop Culture: InStyle
I look forward to InStyle's "Look of the Day" message -- it's like a piece of candy in the afternoon. I don't even need to read it; I can just look at one picture and feel entertained. The invitation to interact by voting on my favorite style is fun even if I don't take the time to partake. Whether it's Gwyneth Paltrow as a gray lady, Lucy Liu in designer vintage or a Gossip Girl in a flyaway frock, "Look of the Day" is a great splash of fashion during the nine-to-five.

Lisa Harmon Will Be There...
Join Lisa in Park City, Utah for three days of strategy, tactics, and networking with the sharpest minds in email. Don't miss the Email Insider Summit, beginning on December 7th.
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Travel: Tablet Hotels
Tablet Hotels messages are well-edited, informative and fun. They manage to carry a lot of copy while remaining clean, and they appeal to those of us looking for glamorous getaways sans stuffiness. Each message takes a special angle, enticing travelers seeking a sweet deal to forget economic woes, Hollywood-worthy accommodations for their next vacation, or a trip that's truly delicious. What wanderlust!

Business: Email Insider!
Who else, right? Folks at the Email Insider consistently offer up wisdom that's worth filing and revisiting often. Chad White's always-solid research and insights, as in his discussion, "Subject-Line Absolutes: Are There Any?" challenge our ideas about email and push us to keep considering new findings and developments. Special nod to David Baker's own "Who's In Your Fab 5 Inbox?" article, of course, for inspiring me to call out my own faves. Smith-Harmon's participation in Email Insider also gives us a valuable chance to explore and share our ideas about email, letting us dive into such fun topics as "The Sensual Shopper: Appealing to the Senses Via Email."

There are many other greats out there, of course. Who is in your Fab 5 inbox? Do tell...
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