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  • May 24, 2010

AM Inbox: Adding texture to email designs

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

Ann Taylor, 5/21 — Ann Taylor & InStyle Present Wear-To-Work Chic Trends‏
I’m noticing a lot more diagonal text lately, as in this Ann Taylor email. Diagonal text is one way to add “texture” to an email. The boxy-ness of email designs tends to make them feel visually very flat. Having pictures or text that are slightly askew, having elements that overlap with each other, and having images that “break the grid” and stick out of the email design on either side can all add texture. HP (see Apr. 12 AM Inbox) and Coach (see Dec. 31 AM Inbox also provide good examples of using these tactics to add some depth and texture to their designs.

Click to view this May 21, 2010 Ann Taylor email full-sized

Spiegel, 5/21 — Expert Tips + Makeovers at our NEW Beauty Boutique!
Last month Spiegel launched their Signature Style Magazine (see Apr. 27 AM Inbox) and then redesigning their header and navigation bar (see Apr. 30 AM Inbox). Now they’re leveraging that content to create more of an editorial email. Integrating more editorial content into promotional email streams is definitely a growing trend among retailers. Spiegel does a good job of using rules to create content blocks, although some of the text is so small that it’s difficult to read. Also, they could better optimize the design for preview pane by pulling the Signature Style Magazine logo up into the header area rather than treating it as a second header.

Click to view this May 21, 2010 Spiegel email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
NFLshop, 5/23 — Design Your Own NFL Gear For Father’s Day‏
Walgreens, 5/22 — 50 Prints $5 + 25% OFF Gifts and Cards for DADs and GRADs‏
Spiegel, 5/22 — Give Your Grads the Gift of Style + Special Gift Card Offer!‏
HP, 5/23 — Must See Deals on PC's for Graduates and Students‏
Crutchfield, 5/23 — Memorial Day savings... hundreds of specials at Crutchfield‏
Neiman Marcus, 5/22 — Summer Planner: We now pronounce you uber CHIC‏
JC Whitney, 5/21 — It's Towing Season - The Gear You Need Plus $5 To Ship!‏
Dell, 5/22 — Dell Notes: tips and tricks for hi-tech summer travel‏
Williams-Sonoma, 5/21 — New! Vitamix- The Most Powerful Blender on the Market‏
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