Retailers often come across as a flock of sheep in the inbox. All promoting the same events in unison (Labor Day, Gifts for Him, Father’s Day…) the repetition can cause subscribers to tune out.
Which is why it was clever of Banana Republic to shake things up with a lesser known event...
Links:
[1] http://www.emailinstitute.com/style-campaign
[2] http://www.emailinstitute.com/best-practices/email-case-studies
[3] http://www.emailinstitute.com/best-practices/creative-copy