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The latest in marketing strategy, technology, and innovation.

  • March 30, 2012

AM Inbox: 5 flavors of secondary nav bars

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Sam’s Club, 3/29 — Spring savings are in bloom. Shop Outdoor Living
Navigation bars can be powerful drivers of traffic. The effectiveness has led many retailers to add secondary navigation bars to their emails. For instance, some secondary navs highlight links related to the topic of the email, as Bed Bath & Beyond has done (see June 4, 2010 AM Inbox). Others highlight store-specific links, a tactic Crutchfield has employed (see May 7, 2010 AM Inbox). Holiday nav bars—which Kohl’s has used (see Jan. 25 AM Inbox)—are secondary navs that feature links to seasonal items, gift guides and other holiday content. Retailers including REI (see Mar. 22, 2010 AM Inbox) have included gender-based secondary navs. And in this email, Sam’s Club has included a secondary nav that sits below the primary message block and serves as a nav for the secondary messages. This is a placement that I don’t believe I’ve seen a retailer use before.

Mar. 29, 2012 Sam’s Club email
View this email full-sized.

Northern Tool, 3/29 — Create Your Custom Shed + See What Others Have Built
One of the things that I really like about Northern Tool’s emails is that they regularly incorporate images of products from customers. Beyond being an endorsement of the product, theses images demonstrate the use of products in real-life scenarios and, in the case of this email, show a product’s versatility.

Mar. 29, 2012 Northern Tool email
View this email full-sized.

Abercrombie & Fitch, 3/29 — Get 20% off your entire purchase plus free shipping to share with your friends!
This is not a new change that A&F has made, but I wanted to point out the really low contrast between the preheader text and the background. Dark gray on darker gray is really difficult to read—just like light gray on a white background is. With more subscribers reading emails on smartphones, the readability of text is taking on much greater importance. Now is a great time to audit the readability of your emails, increasing contrast and increasing font sizes.

Mar. 29, 2012 Abercrombie & Fitch email
View this email full-sized.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Target, 3/29 — We've reached 10 million fans! Time for a sweepstakes
Lands’ End, 3/29 — Look like Jane, swim like Tarzan (+ Free Shipping for both!)
JC Whitney, 3/29 — Hurry, coupon code JCW15UP expires tomorrow!
dELiA*s, 3/29 — Enter for a Chance to WIN Your Best PROM NIGHT EVER!
Fingerhut, 3/29 — Fingerhut: Ready for Baseball? Take Our Trivia and Get a Special Discount!
Bed Bath & Beyond, 3/29 — Treat yourself! Free shipping on these Spa products.
Nordstrom, 3/29 — Trend Alert: Colorful Handbags from Brilliant Designers
Dell, 3/29 — WOW. Enough said.
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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