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  • February 9, 2010

AM Inbox: Above-the-fold experimentation

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

Walgreens, 2/7 — Hurry Cupid! Get Free Shipping + Valentine Gifts‏‏
Walgreens has been testing a couple of changes to their email template above the fold. First, this is the first email to sport a second navigation bar under their visual nav bar. As discussed in Email Navigation Differs Radically from Website Navigation, we find that nav bars are a strong source of clicks. Second, this email uses a very concise single line of preheader text, which includes a preheader message, “view with images” link, and “view on mobile” link.

Click to view this Feb. 7, 2010 Walgreens email full-sized

However, in recent emails, including this Feb. 5 email, Walgreens has been testing a two-line preheader that uses a larger font size for the preheader message. I would guess that one of the reasons they’re trying the larger size because a significant portion of their subscribers are over 55 and may not have the best eyesight.

Click to view this Feb. 5, 2010 Walgreens email full-sized

Urban Outfitters, 2/7 — All the latest from the UO Blog...
After launching what is indeed a monthly blog recap newsletter last month (see Jan. 4 AM Inbox), Urban Outfitters returns with their second installment. There are a few noteworthy things going on here: (1) Urban Outfitters has been experimenting with their logo treatment lately and in this email puts “Blog Newsletter” next to their UO logo. (2) They continue to connect with the fashion blogging community. And (3) they continue to highlight their employees. Urban Outfitters does a great job of highlighting that fashion is about individual expression, and they reinforce that by constantly bringing real people into their messaging.

Click to view this Feb. 7, 2010 Urban Outfitters email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Furniture.com, 2/5 — Snowtacular Savings: Save 20% all weekend long!‏
NFLshop, 2/7 — The New Orleans Saints Are Super Bowl XLIV Champions - Get Your Gear Now!
Dick’s Sporting Goods, 2/7 — Congratulations, New Orleans - Get Your Locker Room Gear Now!
Sports Authority, 2/7 — Save on Spring Training Equipment & Get Your New Orleans Saints NFL Champs Gear‏
Finish Line, 2/7 — See The Skechers Shape Up Big Game Day Ad Now!
Coldwater Creek, 2/6 — Save 60-80% during Outlet's Super Bowl of savings!
Blair, 2/6 — Get in the game with free shipping!
Bluefly, 2/7 — SCORE! EXTRA 10% OFF Everything - Today Only!‏
Linens ’n Things, 2/7 — Today Only, Score an Extra 20% Off!‏
TigerDirect, 2/5 — Big Bowl Blowout: $139 Acer 22" LCD (3yr Wrty)...$599 Toshiba 4gb Intel i3 Laptop...5" GPS $119...37" LG HDTV $479...$229 PC w/ 320GB HD‏
Apple, 2/7 — iPod. The perfect Valentine's Day gift.
1-800-Flowers.com, 2/5 — Free Roses, Free Shipping, Free Chocolates & Vase...
JCPenney, 2/5 — It's Almost Gone! Valentine's Day Free Shipping‏
Harry & David, 2/5 — HURRY! Last Day for FREE Delivery in time for Valentine's Day‏
Dell, 2/5 — Capture Your Valentine's Day Memories with Camera Savings from Dell‏
Abercrombie & Fitch, 2/5 — Get a Gilly Gift for Valentine's Day!
Frederick’s of Hollywood, 2/5 — Break hearts, not your bank + free shipping upgrade for Valentine's Day.
Oriental Trading, 2/5 — Go Green! Save up to $50 for St. Pat's‏
J. Jill, 2/5 — New arrivals are here!
Drs. Foster & Smith, 2/5 — Prevent Heartworm: A Deadly Killer!‏

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