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  • April 11, 2012

AM Inbox: An exercise in prioritization

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

Norm Thompson, 4/10 — Fresh Steals & Deals Every Week!
Because of preview panes and the fact that most subscribers don’t scroll to the bottom of every email, designing email messages is an exercise in prioritization. Generally speaking, the most important message is the largest and appears first; the second most important messages is smaller and appears next; and so on. Other design emails like your logo, social community links and such follow similar rules of prioritization, although design conventions come into play here as well. As a rule, the least important content is the administrative, legal and compliance information. So what does it say when you place a share-with-your-network (SWYN) link after your mailing address, as Norm Thompson does in this email? Most subscribers stop scrolling when they get to the footer text, so chances are that many of their subscribers have never even seen the “ShareThis” link at the very bottom of the email. The very placement of this link is likely to discourage subscribers from using it—and I would bet that their share rates confirm its afterthought status. While share rates may never justify top place for many brands, SWYN links surely rate higher than a mailing address or unsubscribe link.

Apr. 10, 2012 Norm Thompson email
View this email full-sized.

Neiman Marcus, 4/10 — Up to a $500 Gift Card, Today Only!
Joining American Eagle Outfitters, Crate & Barrel, Gap, Harry & David, Lane Bryant, and others, Neiman Marcus has added a sister brands banner at the bottom of their email. This is a nice, low impact way to build awareness of your other brands.

Apr. 10, 2012 Neiman Marcus email
View this email full-sized.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Backcountry.com, 4/10 — Fresh Rainwear for the Wet Season
Ralph Lauren, 4/10 — Summer Classics From Polo Ralph Lauren
Coldwater Creek, 4/10 — 160 New Summer Arrivals + $25 off!
L.L. Bean, 4/10 — They're Back: Relaxed Fit Saturday Tees + Free Gift Card, Free Shipping
Brookstone, 4/10 — NEW Outdoor Seating...Buy 2 and Save
J. Crew, 4/10 — Your best foot forward [promoting deck shoes]
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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