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  • August 13, 2010

AM Inbox: Are you optimizing your navigation bar?

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

Home Depot, ‏8/12 — Save 50% on Select Faucets & Bath Items for a Limited Time. Online Only!‏
Your navigation bar occupies prime real estate within your email. What are you doing to ensure that you’re maximizing subscribers’ response to it? Here are several variable to test: (1) HTML text links vs. graphical text links, (2) color of nav bar and links, (3) size/boldness of nav links, (4) number of nav links, (5) order of nav links, and (6) swapping links out by season. It’s with those last two points in mind that Home Depot’s nav caught my eye. It turns out that they were using this exact same navigation bar in January. Are Home Depot customers’ interests in the middle of the summer really no different than in the dead of winter? Seems like a clear opportunity to optimize this vital email element.

Click to view this Aug. 12, 2010 Home Depot email full-sized

Bluefly, 8/12 — FALL In Love With NEW Statement Coats - At 20%-65% Off!
Taking refer-a-friend a step beyond the usual referral email, Bluefly rewards subscribers when their friends create accounts and make their first purchase.

Click to view this Aug. 12, 2010 Bluefly email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Kmart, 8/12 — Back to School Savings on All Route 66 and Shoes‏
Barnes & Noble, 8/12 — Back-to-School Sale! Great Savings on Kids Books, LeapFrog & More!
J&R, 8/12 — The New iMac: The Essential Tool for School‏
GameStop, 8/12 — Be the first to know - Like Us. [appeal to join them on Facebook]
Hanna Andersson, 8/12 — Ends Sunday - School Deals And Unders Sale!‏
TigerDirect, 8/12 — The DROID 2 is Here! See Our Launch Day Discount...Limited Time Only‏
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