Clever email marketing idea from my-wardrobe

I received a newsletter last night that I thought was quite a clever idea, from my-wardrobe.com.

With the bank holiday approaching, they asked several high profile editors what they'd be wearing over the long weekend. Bang on subject for their target market - trend setters discussing styles, with tips and ideas - linking directly through to where you can buy those items from the website.

Good timing (creating a reason to email) but more importantly, good content. I actually bothered to read it (although I don't have the hundreds of pounds required for their picks!) and I'm sure many others did to; much more interesting than a list of latest products.