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  • September 2, 2009

AM Inbox: Ann Taylor's email redesign

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, 9/1 — What You've Been Waiting For: Meet The NEW ANN...
Ann Taylor announces the relaunch of their website as part of their continued “New Ann” messaging (see Aug. 29 AM Inbox). In conjunction with the relaunch, they’ve also redesigned their email template. Like Lane Bryant did in their recent email redesign (see Aug. 24 AM Inbox), Ann Taylor goes for a sophisticated color pallet of grey, white and black. However, Ann Taylor brings in the darker colors in the photography and in a background color that frames the email, thereby avoiding any reverse type like Lane Bryant uses. Using dark print on a white background is easier to read, especially in the inbox where most content is being scanned. In this new design, Ann Taylor continues their use of a tidy one-line preheader, however I was disappointed to see that they didn’t try to convert their graphical text navigation bar over to HTML text. Here’s the new design:

Click to view this Sept. 1, 2009 Ann Taylor email full-sized

And here’s the old design from an Aug. 30 email:

Click to view this Aug. 30, 2009 Ann Taylor email full-sized

Hanna Andersson, 9/1 — Up to 40% off for Back to School + New Fall Markdowns!
I liked how Hanna Andersson called out the prices of the articles of clothing that the models were wearing; however, doing that set the expectation in my mind that I’d be able to click on those product category names and be taken there. Unfortunately, the entire image linked to the fall markdowns page, where I was left to scroll through multiple screens to find what I was looking for. A simple A/B test could determine whether the extra minutes of coding to take folks to more targeted landing pages would be worthwhile.

Click to view this Sept. 1, 2009 Hanna Andersson email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
EB Games, 9/1 — What Kind of Hero are You?‏ [promoting Guitar Hero, Band Hero and DJ Hero]
Hallmark, 9/1 — New Cards to Encourage proudly imperfect moms‏
Bluefly, 9/1 — We've Got LEGGINGS (And We Know How To Use 'Em!)
Cooking.com, 9/1 — Introducing Rachael Ray Stoneware‏
Musician’s Friend, 9/1 — Musician's Friend: Salute to American Workers - Call for Savings!
REI, 9/1 — Save up to 30% at REI's Labor Day Sale and Clearance
Newegg, 9/1 — Labor Day EggXtravaganza! $13.99 Verbatim DVD-R 100-pk, $399.99 Toshiba 32" HDTV...‏
Sierra Trading Post, 9/1 — Extra 20% OFF and Free Shipping! Plus EXTRA 15-25% OFF - Extended Labor Day Sale‏

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