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Welcome to the Oracle Modern Marketing Blog:
The latest in marketing strategy, technology, and innovation.

  • May 3, 2011

AM Inbox: Banana Republic reprises clipped-model design tactic

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

Banana Republic, 5/2 — Must-have pieces for work + FREE Shipping Every Day
Reprising a design tactic they used in early 2010 (see Feb. 18, 2010 AM Inbox), Banana Republic creates a strong call-to-action by clipping one of their model shots in half. The previous incarnation had a stronger set up, with the copy setting the expectation of seven looks and there only being two and a half model images. The other difference is that Banana Republic included the “See More” call-to-action within the half-image rather than to the right of it like they did last time. This still strikes me as a very novel design tactic and I’m kind of surprised that I haven’t seen someone ripping this idea off.

Click to view this May 2, 2011 Banana Republic email full-sized

Disney Store, 5/2 — Friends, Fairy Tales & Fun: It's Playtime with Favorite Characters‏
I don’t look at emails with images off nearly enough. It usual takes an image hosting failure or something similar—like what happened to this Disney Store email—for me to see how an email holds up with images off. While not an images-off superstar like the Nike email we included in the 2010 Email Design Look Book, this Disney email uses HTML text for their preheader text and navigation bar links, and uses alt text for all the critical images. While alt text isn’t supported by every email platform, it’s worth the effort to include some short text like Disney does here.

Click to view this May 2, 2011 Disney Store email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
J. Crew, 5/2 — Pedi-ready sandals‏
Norm Thompson, 5/2 — Hurry up, Summer....I'm ready! FREE SHIPPING‏
Bed Bath & Beyond, 5/2 — Summer Entertaining Tips, Checklist, and Recipes from Real Simple®
J. Jill, 5/2 — 15% off & the can't-wait-for-summer look you'll love!
RitzCamera, 5/2 — Mother's Day Gifts. Make Mom Smile!
Lane Bryant, 5/2 — 40% Off In Store And Online - Just In Time For Mother's Day‏
Williams-Sonoma, 5/2 — Last Chance to Order Mother’s Day Croissants‏
Bloomingdale’s, 5/2 — Our Mother's Day Sale Spectacular Starts Tomorrow!
Brookstone, 5/2 — Power moms need their downtime…
Northern Tool, 5/2 — The Coverage & Convenience You Need w/ Proven Performance‏
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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