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  • March 2, 2011

AM Inbox: B&H introduces touchscreen-friendly nav 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:

B&H Photo Video, 3/1 — B&H Photo Newsletter- Apple's New MacBook Pro - Tuesday March 1, 2011‏
B&H has redesigned their newsletter template, making a number of significant changes. First, they lightened up the color scheme in the header and footer. There’s a pretty strong trend right now toward lighter colors. Second, they repeated their community links in the header, in addition to having them in the footer. That’s also a growing trend. Third, they reduced the number of navigation bar links to 10 from 16, while going to a single nav bar from a double nav bar. But more importantly, they added icons to the nav bar, making the nav links into square buttons that are big enough to be touchscreen-friendly. B&H is one of the few retailers to have made this adjustment. Fourth, they increased the width of their emails to 655 pixels from 600. We recommend 640 pixels as the ideal currently, so they’re not far off from that. And finally, I really like how they added an “Update your Preferences” link at the bottom of the table of contents. That’s a really smart placement. It supplements the topic unsubscribe links that appear in the topic banners. The message is clear: Please tell us the topics you’re interested in and we’ll deliver on that.

Here’s the new design (left) and the previous design from a Feb. 22 email:

Click to view this Mar. 1, 2011 B&H Photo Video email full-sized Click to view this Feb. 22, 2011 B&H Photo Video email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Williams-Sonoma, 3/1 — Welcome Spring With Exclusive Easter Tableware‏
Oriental Trading, 3/1 — Save on everybunny's favorites! $5 off PLUS free shipping‏
Brookstone, 3/1 — You Drs. Foster & Smith, 3/1 — Are You Ready for Spring? Up to 20% Off Spring Essentials!
Ann Taylor, 3/1 — Refresh Your Wardrobe! THE SPRING STYLE EVENT Starts Today!
Bluefly, 3/1 — Exclusive Spring 2011 Sneak Peek: 500+ NEW Handbags & Shoes (up to 40% off retail!)‏
Office Depot, 3/1 — Touch Screen Tablets Are Here: Portable & Affordable - Get Yours Today!‏
Home Depot, 3/1 — Small Bathroom Changes Can Make a Big Impact‏
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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