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  • June 13, 2011

AM Inbox: Another white text on white background oopsy

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

Lane Bryant, 6/10 — $20 Off $40 This Weekend + Last Weekend For 30% Off Dresses And $15 Tees‏
Every year there seems to be a hiccup in a retailer’s email design that results in the preheader and footer text rendering in white text on a white background, which makes the mailing address invisible and the unsubscribe instructions confusing if not impossible to understand. Either one of those puts you in violation of CAN-SPAM. In 2008, Sports Authority made this mistake (see 2008 Oopsy Hall of Fame); in 2009, J&R (see 2009 Oopsy Hall of Fame); in 2010, Ralph Lauren (see 2010 Oopsy Hall of Fame); and this year, Lane Bryant secures a place in the 2011 Oopsy Hall of Fame with this email. In this case, Lane Bryant also had a problem with their header and logo.

Here’s the email (left) next to the same email highlighted so you can see the white-on-white text:

Click to view this June 10, 2011 Lane Bryant email full-sized Click to view this highlighted June 10, 2011 Lane Bryant email full-sized

Tiffany & Co., 6/10 — Gifts for Him that Carry the Day
Tiffany’s emails are elegant, never overly busy, and routinely make me want to scroll to see the entirety of a product image, as in this email. However, Tiffany almost always squanders the opportunity presented when you can get subscribers scrolling. They rarely have secondary messages or repeat calls-to-actions below the fold. This can be an easy win. If you running just a simple primary message like Tiffany does here, test it against a version that includes a submessage.

Click to view this June 10, 2011 Tiffany & Co. email full-sized

GameStop, 6/10 — E3 Comes to GameStop‏
Pre-orders are a rare call-to-action in retail emails, but GameStop leverages the excitement around E3 to push this CTA. They also smartly channel this excitement into games that are already out by promoting prequels to the big games announced at E3.

Click to view this June 10, 2011 GameStop email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Barnes & Noble, 6/10 — The Most Acclaimed eReader for the Most Acclaimed Dad. Yours.
Brookstone, 6/10 — Top Picks from Dad’s favorite store…
Staples, 6/10 — Coupons for you. A gift for dad. See our 6/12 Weekly Ad!
Home Depot, 6/12 — Get Top Father's Day Gifts Before They're Gone‏
RitzCamera, 6/11 — Father's Day gifts galore! Deluxe Nikon D3000 outfit‏
Saks Fifth Avenue, 6/12 — Father's Day Gifts: Best-Sellers He'll Love‏
Sports Authority, 6/12 — Golf Gifts for Dad - Your Father's Day Headquarters‏
Lowe’s, 6/11 — Strong Dad. Strict Dad. Calm Dad. Cool Dad. -- Gifts for All Types Inside
SmartBargains, 6/12 — Just In Time: Father’s Day Watch Deals & More. Plus some extras for you!
Toys “R” Us, 6/12 — Hot Gifts for Dad! Plus Deals ALL Week on Outdoor Play, Video Games & More‏
Oriental Trading, 6/10 — Up to 60% off Patriotic Sale + FREE shipping‏
Bed Bath & Beyond, 6/10 — Great outdoors? Make it an awesome outdoors! PLUS Don't forget your $15 off $75 or more online coupon!
Nordstrom, 6/11 — Our Must-Have Top 10 Picks for Summer!
Drs. Foster & Smith, 6/10 — Compare our prices, solutions to noise anxiety & more!
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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