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  • June 13, 2008

AM Inbox: A great case for HTML text

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

Orvis, 6/12 — There's still time to give Dad the perfect gift!
In the Retail Email Rendering Benchmark Study I suggest a number of places where marketers can pull text out of images and use HMLT text instead to improve message integrity when images are suppressed. Orvis gives us a great case where this switch can be made rather painlessly. The headline and deck here are done in what appears to be a standard font on a solid background; same things for the three section subheads. All that text could done in HTML text, guaranteeing that it would render when images are blocked. It’s worth noting that Orvis already does a great job using HTML text and alt tags. For instance, Orvis is among the 14% of retailers that have HTML text navigation bars.

Here’s the email with images rendered…

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…and here it is with images blocked:

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Bass Pro Shops, 6/12 — Best Last Minute Gift for Dad
Just like in the Orvis email above, Bass Pro Shops promotes e-gift cards as great last-minute gifts. Several other retailers have also pushed e-gift cards as we come into the home stretch here. The interesting thing is that I didn’t see this same push around Mother’s Day. Is it that people have a harder time coming up with gifts for dear ol’ dad?

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SUBJECTIVITY SCANNER: Select noteworthy subject lines
Hallmark, 6/12 — Be Dad's fave with cool gifts under $15
RedEnvelope, 6/12 — Last Chance for Dad + Save up to $50 on your order
FTD, 6/12 — Save 20% Site Wide on Dad's Favorite Gifts
Circuit City, 6/12 — Get your Wii today! Plus, bonus coupon for Dad
Toys “R” Us, 6/12 — Visit Toys R Us for the Crayola 3D Chalk Art Event!
Ralph Lauren, 6/12 — Golf Styles And Tips From The Pros
Spiegel, 6/12 — It's our Lunchtime Sale, A Perfect Reason to Stay In & Shop! See Today's Deals...
Bed Bath & Beyond, 6/12 — Pack up and go to Bed Bath & Beyond! [promoting luggage and travel goods]

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