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  • June 28, 2010

AM Inbox: Alibris continues template testing

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

Alibris, 6/25 — AHA! Book Lover, you've finally found it at Alibris‏
Alibris continues to test new email designs (see June 10 AM Inbox). This one ditches the traditional navigation bar in favor of a smaller one that runs in the upper right-hand position in the header area. It’s less prominent there and likely to be missed by subscribers scanning down the left side of the email. This design also uses a background color to frame the entire email, which is a tactic that’s growing in popularity. Using wooden shelves in their product grid is a fun touch, although it looks like there’s space to highlight three books per row in most cases. You don’t want it to be cramped, but it seems a little airy currently.

Click to view this June 25, 2010 Alibris email full-sized

Neiman Marcus, 6/26 — A STEP AHEAD: Stay front & center with ankle boots‏
Neiman Marcus is the master of serialized content in the retail world, but they’ve deviated from their usual formula with this “A Step Ahead” campaign but having the emails in the series too spaced out. Typically they send all or most of the emails in a series consecutively, but Neiman Marcus sent nine other emails between the first and second emails in this series. It’s a bit jarring and made me think that I’d missed something. Neiman Marcus has been running an “Art of Fashion” series for a few months now and while they only send them occasionally now, they started by sending several of them consecutively to cement the series in subscribers’ minds (see Mar. 5 AM Inbox).

Click to view this June 26, 2010 Neiman Marcus email full-sized

J&R, 6/25 — Weekend Sale - Biggest Savings of the Week!‏
J&R has had image alignment issues in their header for a couple of weeks now. Definitely not the best brand impression. A reminder to check how your emails render across email client and browser combinations. It’s also probably a good idea not to cut your logo into multiple pieces.

Click to view this June 25, 2010 J&R email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Furniture.com, 6/25 — Red, White and Green: 4th of July Celebration starts today!
Orvis, 6/25 — 25 patriotic styles to demonstrate your pride this Fourth of July.
HP, 6/26 — HP's Fourth of July Sale STARTS NOW!‏
Home Depot, 6/26 — Stay Cool With a $99 Ceiling Fan: Styles to Fit Any Budget‏
eBags, 6/25 — Save $25 Off New Summer Styles - This Weekend Only‏
Barnes & Noble, 6/25 — Express Yourself! Enjoy FREE Express Shipping All Weekend‏
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