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  • June 8, 2009

AM Inbox: Cutting the preheader text down to size

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

Lands’ End, 6/5 — Free Shipping + Up to 50% off: legendary swimwear, temporary savings‏
I still see a lot of marketers wasting precious preheader space with blank lines and unnecessary whitespace. Here, Lands’ End has redone their preheader text, collapsing it from 3 to 2 lines, while adding whitelisting instructions. The change resulted in the new preheader taking up about 20 pixels less than the previous design. Considering that most preview pane windows only show about 200 pixels, that’s a pixel savings of 10%. Here’s the new preheader:

Click to view this June 5, 2009 Lands’ End email full-sized

And here’s the old preheader from a June 3 email:

Click to view this June 3, 2009 Lands’ End email full-sized

Disney Store, 6/6 — Take an Extra 30% Off at the Summer Clearance Sale!
Every time you change or add a new sender address you’re discarding the whitelistings of the past address or asking your subscribers to make a decision about the safety of the new address. There are certainly reasons to change your sender address, but don’t make this decision lightly. With this email, which was sent under the sender name “Disney Outlet,” the Disney Store introduces another sender address (disneyoutlet@disneyoutlet.rsys1.com) to their email program. This is on top of the sender name and address changes that occurred last month when they rebranded themselves the Disney Store, dropping the old DisneyShopping brand (see May 4 AM Inbox). Considering that there wasn’t a separate opt-in for the Disney Outlet emails, there’s really no reason to send them from a different address. Just change the sender name to indicate the different focus of the email.

Click to view this June 6, 2009 Disney Store email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Staples, 6/5 — TWO WORDS: Bo. Nus.
Old Navy, 6/7 — Father's Day is June 21! Save Up to 50% on Stuff for Guys‏
Sports Authority, 6/7 — Father's Day Gift Center + $10 Off Your $50 Purchase‏
RitzCamera, 6/7 — Father's Day Tips, 25% Off Digital Frame, Sale Savings‏
Costco, 6/6 — Celebrate Dad and Make Lasting Memories!
Crutchfield, 6/7 — FREE Blu-ray player w/select Samsung TVs, gift ideas for dad‏
NFLshop, 6/5 — NFL Golf Gear for Dads‏
Kmart, 6/5 — Great Gifts for Dad - Save on Grills, Tents and More‏
Sportsman’s Guide, 6/5 — Outdoor Gift Ideas for Father's Day! Shipping Coupon from The Guide...
Brookstone, 6/5 — Free Shipping on our Top Father's Day Gifts!‏
Sam’s Club, 6/7 — Vacation or Staycation. Find it all at Sam's Club.‏
Neiman Marcus, 6/5 — How to be the hottest thing on the beach + Free online shipping at ANY PRICE‏
Lane Bryant, 6/5 — Find Out What To Wear This Weekend + 30% Off Swimwear‏
J. Jill, 6/5 — Spontaneity meets summer style. Plus, 20% off select wear-now styles!‏
J. Crew, 6/5 — Arm candy

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