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  • August 8, 2012

AM Inbox: Cooking.com email 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:


Cooking.com, 8/7 — Save $100 on KitchenAid Food Processors
Cooking.com has redesigned their email template, polishing up the header and footer but also making a big change that was self-defeating as implemented. First the good news: They added a Pinterest button to the header, moved the search link up out of the navigation bar, and then redesigned the nav bar so that it looks more like buttons, even though it still wisely uses HTML text. They also added an administrative links bar that repeats the social links in the header as well as making the “unsubscribe” and “update preferences” links more prominent by pulling them out of all the footer text.

On top of all of those good changes, they narrowed the width of their emails to 600 pixels—which is also not a bad idea. However, they include an ad at the bottom of the email that makes the design 730 pixels wide—the same as the previous design. This essentially adds 65 pixels of padding on the left and right of the body copy. Hopefully future ads modules will be 600 pixels wide or less.

Here’s the new design (left) and the previous design from an Aug. 4 email:

Aug. 7, 2012 Cooking.com emailAug. 4, 2012 Cooking.com email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Ross-Simons, 8/7 — Holiday Head Start! Ornaments Have Arrived
eBags, 8/7 — Order by Wednesday! Back-to-School Super Sale - 25% off + free shipping
JC Whitney, 8/7 — 8 Summer Travel Must-Haves | Up to $45 OFF
Bloomingdale’s, 8/7 — Polo Ralph Lauren Fall Essentials
Saks Fifth Avenue, 8/7 — Shop VINCE for him: Black is back
Ralph Lauren, 8/7 — Transition Into Fall With Black Label
Ann Taylor, 8/7 — ON TREND: Colorblocking
J. Crew, 8/7 — Non-iron man (plus, our sale ends today!)
Eddie Bauer, 8/7 — Introducing Our New Fits. Your Perfect Fit. Guaranteed
Montgomery Ward, 8/7 — Do-It-Yourself Essentials + More New Arrivals for Your Home
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