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The latest in marketing strategy, technology, and innovation.

  • June 23, 2010

AM Inbox: Connecting vertical lines to secondary messages

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

Tiffany & Co., 6/22 — A Design Original: Elsa Peretti Diamonds by the Yard
In this email and others, Tiffany does a great job of creating vertical movement through the use of images of necklaces, bracelets and other jewelry. Those vertical lines have the effect of encouraging subscribers to scroll, since we’re innately curious to see where lines go. This technique is a great way to expose subscribers to other content further down in the email. Unfortunately, Tiffany rarely, if ever, includes any secondary messages in their emails, so the tactic is kind of wasted in this instance.

Click to view this June 22, 2010 Tiffany & Co. email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Gap, 6/22 — Roll the Dice & Get Up to 40% Off‏
Blair, 6/22 — We're celebrating a century of savings with up to 50% off‏
Furniture.com, 6/22 — TOMORROW: Up to $1000 off your order!‏
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