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  • June 5, 2012

AM Inbox: Blue Nile email template redesign

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

Blue Nile, 6/4 — Introducing a New Story We Love + 10% Savings on Jewelry
Blue Nile has tweaked their email template, making minor changes to the preheader, header and footer. In the preheader, they replaced a Facebook “like” button with a “contact us” button. In the header, they’ve started using the right side of it to highlight their free FedEx shipping and 30-day return policy—both of which reduce barriers to buying and are also important brand differentiators for Blue Nile. In the navigation bar, they’ve gone to six links from five, dropping their “Education” link and adding “Wedding” and “Sale” links, although the “Wedding” link may be just for this email or perhaps a seasonal addition. Below the body copy, they’ve grouped all the social links together, including a new Pinterest icon, and updated their refer-a-friend link. It’s a little unclear from just this one email what other changes might have been made, although their call-to-action button design does appear to be new as well.

Here’s the new design (left) and the previous design from a May 31 email:

June 4, 2012 Blue Nile emailMay 31, 2012 Blue Nile email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Saks Fifth Avenue, 6/4 — Polo Ralph Lauren - a Father's Day favorite
Williams-Sonoma, 6/4 — Gifts Under $50 for Dad
TigerDirect, 6/4 — Free Shipping + up to 80% OFF Deals for Dad
Sam’s Club, 6/4 — Save on Father's Day gifts - Grills, TVs, Home Garage and more
Musician’s Friend, 6/4 — Save 10% on Graduation Gifts
Kmart, 6/4 — The call of the wild just got louder: Up to 25% OFF tents, canopies & screenhouses
Brookstone, 6/4 — Summer guide to grilling accessories
Drs. Foster & Smith, 6/4 — Now Shipping to Canada!
Barnes & Noble, 6/4 — This Week's Best New Books - Plus Oprah's Book Club 2.0 (R)
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