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  • July 23, 2009

AM Inbox: Coach rethinking vertical email nav

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

Coach, 7/22 — New Collection: Preview now, in stores Friday‏
When Coach redesigned their email template in April along with a website redesign (see Apr. 7 AM Inbox), they implemented a vertical nav bar, instead of the traditional horizontal nav. It now looks like they’re reconsidering that move. Yesterday they ran an A/B test to see if a horizontal nav would outperform their vertical nav. My money’s on the horizontal nav because it appears completely in the preview pane and is less of a pain to design around, but perhaps the novelty of the vertical nav will win out. Here’s their control:

Click to view version A of this July 22, 2009 Coach email full-sized

And here’s the test version with the horizontal nav bar treatment:

Click to view version B of this July 22, 2009 Coach email full-sized

For more on email navigation, check out Email Navigation Differs Radically from Website Navigation.

Staples, 7/22 — $20 for you and 5% to the charity of your choice
Staples hasn’t integrated share with you network (SWYN) functionality into their email template yet, but they’re clearly toying with the idea. This email includes a SWYN call-to-action to help spread the word about this charity-infused promotion. Even if they had SWYN in every email as part of their header or a share bar, it still would have been a smart idea to repeat the SWYN request alongside the primary call-to-action.

Click to view this July 22, 2009 Staples email full-sized

Abercrombie & Fitch, 7/22 — Plaid Perfection‏
Side-scrolling emails are strange animals to be sure. But if there was any doubt that the one that Abercrombie & Fitch sent last Friday was successful (see July 20 AM Inbox), they’ve now followed it up with another one on the same subject.

Click to view this July 22, 2009 Abercrombie & Fitch email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Linens ’n Things, 7/22 — Back to School: Get Organized. 10% Coupon Enclosed‏
Fingerhut, 7/22 — Fingerhut: It's Almost Time: Shop Back to School‏
EB Games, 7/22 — Gain prestige, fame and more control!
J. Jill, 7/22 — A modern take on the twinset & 25% off markdowns!‏
NFLshop, 7/22 — [Pre-Release] Run for the Championship DVD - 2008 Season in Review‏

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