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Norm Thompson >> sent 12/11/12, 12/9/11, 12/7/10, 12/16/09, 12/8/08 and 12/10/07 >> These emails from Norm Thompson best exemplify what having your own personal swipe file is all about. They identified a top-performing email years ago and have brought it back year after year with incremental improvements. –Chad White, Principal of Marketing Research

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Nordstrom >> sent 12/11/12 >> Gift Giving Made Easy: From Nordstrom with Love‏ >> Your email subscribers are among your most loyal customers and some of them don’t have to be convinced to buy gifts from you. So don’t neglect service information. Nordstrom dedicates this entire email to it. —Chad White, Principal of Marketing Research, ExactTarget

Cabela’s >> sent 12/16/12 >> Time is almost up. Order now. Get it there by Christmas >> Listing order-by deadlines are nice, but nothing beats the visual clarity and familiarity of a calendar like the one in this Cabela’s email. –Chad White, Principal of Marketing Research

Tiffany & Co. >> sent 12/13/12 >> Drop A Hint (or Two) >> Forward-to-a-friend (FTAF) has been largely supplanted by share-with-your-network (SWYN), but Tiffany’s “Drop A Hint” feature gives it new life. The preview of this fun, well-branded message shows you exactly how the information you provide will be used. –Chad White, Principal of Marketing Research

Zappos >> sent 11/11/11 >> Just a little holiday heads up... >> Expectation setting can be critical to subscriber satisfaction. In this email, Zappos gives their subscribers a heads up that they’ll be increasing their email frequency during the holiday season. It’s also a timely cue to start their holiday shopping. —Andrea Smith, Design Lead, Content Marketing & Research, ExactTarget