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  • February 28, 2008

AM Inbox: Another convert to the preheader message

>>Two-Click Survey: Which is more important to generating opens: the sender name or subject line? Vote today on the eec homepage.

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

Lands’ End, 2/26 — Rugby Beach Towels soak-up the competition!
Lands’ End has added a preheader message to their emails, providing a quick text-only summation of the main message of the email and a text link call-to-action. Lands’ End introduced the change starting with a Feb. 22 email. Preheader messages help communicate the message of the email when images are blocked and when it’s viewed on a mobile device—and it’s a growing trend among retailers.

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Ralph Lauren, 2/26 — Men's Shirts & Ties For Spring & Free Shipping
This is a good example of tapping existing website content for your email newsletter. Ralph Lauren’s RL Style Guide contains 30 bite-sized pieces of advice on a range of fashion choices. In this email, as they’ve done in the past, they tap that store of ready-made content for their emails—and it links back to the RL Style Guide so subscribers can find more tips and advice.

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SUBJECTIVITY SCANNER:
Oriental Trading, 2/26 — $0 shipping + hundreds of values for St. Pat’s fun
MLB, 2/26 — Celebrate the luck of the Irish.
Crate & Barrel, 2/26 — Introducing eco-friendly sofas and chairs
Sephora, 2/26 — Why we heart Philosophy (Hint: Their new exclusive set!)
Art.com, 2/26 — 25% Off the Entire Site + New Vintage, Murals & more
Bass Pro Shops, 2/26 — Shop New Turkey Calls at Basspro.com
L.L. Bean, 2/26 — 15 Colors, 10 Styles--1 Unbeatably Soft Shirt

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