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  • January 7, 2008

AM Inbox: AbeBooks’ email redesign

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

AbeBooks, 1/4 — Win Inspiring Books for a New Year!
I didn’t mention it earlier because I wanted to see more emails from AbeBooks first, but back on Nov. 29 they debuted a new email design. The new design is a bit cleaner with fewer elements, allowing AbeBooks to drop the “Highlights” list of contents. The new design features a hero image up top and while it still has a two-column design, the right-hand column starts under the hero image rather than going all the way to the top. Another change is that the search box has jettisoned its fields in favor of a search button. I’ve seen this change as part of many recent redesigns, because of the lack of support for fields in some email clients and the disconcerting security warnings generated by some of the other email clients when you try to use fields in an email. Although AbeBooks doesn’t include any recommendations from their LibraryThing site in this email, in many of their other emails since the redesign a list of recommendations has appeared in the lower right-hand corner of the email.

Here’s the new design (left) and the old design (right) from a Nov. 27 email:
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Barnes & Noble, 1/5 — The Best Books, DVDs, and Music of 2007
Just like Lillian Vernon did several months ago (see Aug. 3 AM Inbox), Barnes & Noble incentivizes subscribers to sign up for their gift reminder service. This should be another reminder that you can incentivize just about any kind of behavior. Other recent examples include Old Navy incenting people to create wish lists (see Nov. 20 AM Inbox) and Orvis incenting the writing of product previews (see Oct. 5 AM Inbox).

Click to view larger

Circuit City, 1/6 — Check out our Deal of the Day
Following in the footsteps of Musician’s Friend, Circuit City introduces a “deal of the day” offering. DisneyShopping has also tried a deal-of-the-day program where you clickthrough to discover what the deal is.

Click to view larger

Sam’s Club, 1/4 — Start the New Year with Health and Wellness Solutions
Road Runner Sports, 1/4 — SALE EXTENDED! Save 10% & Get Geared up for 2008!
Hallmark, 1/5 — celebrate 2008 with hoops&yoyo!
REI, 1/4 — REI - Winter Workouts Start Here
Diamond.com, 1/4 — Warm up your January - Hot Garnets. Save an Extra 20%.
Chadwick’s, 1/4 — Exclusive Preview: Sneak a Peek at New Spring Fashions!
Neiman Marcus, 1/4 — EILEEN FISHER: First look at the Spring collection
Lillian Vernon, 1/6 — Give Yourself the Gift of Time with Handy Helpers

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