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  • February 18, 2009

AM Inbox: Don't fall below Hotmail's new fold

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

Ralph Lauren, 2/14 — Happy Valentine's Day From RalphLauren.com‏
In this Valentine’s Day email, Ralph Lauren seeks engagement rather than a sale, directing subscribers to a microsite where they can upload pictures and send e-love letters. Unfortunately, the email isn’t optimized for preview panes. The call-to-action appears well below the fold—and the fold indicated here is the new, more vertically generous preview pane provided by Hotmail (read about it here). Other webmail clients with preview pane will display even less of the email. If at all possible, try to get the primary call-to-action above the fold.

Click to view this Feb. 14, 2009 Ralph Lauren email full-sized

Bluefly, 2/14 — Extra 10% Off New Arrivals – HAPPY VALENTINE’S DAY‏
Bluefly’s Valentine’s Day email featured a link to take a survey—but no one saw it because of an image source mistake that pulled in (and squished) an image of a model wearing jeans rather than the intended image with the call-to-action for the survey. On the upside, they did alt tag the image correctly, so some people may have clicked on the squished image to take the survey anyway. The solution to this kind of oopsy is to save the image that you wanted to use under the file name that you coded into the email.

Click to view this Feb. 14, 2009 Bluefly email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Avon, 2/16 — LAST DAY: President's Day SUPER SALE & FREE SHIPPING ends midnight‏
Sports Authority, 2/16 — Last Day for Presidents Day Savings - $25 Off $100 Orders‏‏
eBags, 2/16 — Final Day: Extra 20% Off Presidents Day Sale‏
Dell, 2/16 — Today Only: Get a $199 Inspiron Mini 9 From Dell This Presidents Day!
Toys “R” Us, 2/15 — Shop This Week's Ad for Presidents' Day Deals and more!
HPshopping, 2/15 — Shop the HP President's Day Sale: ENDS SOON!‏
Dick’s Sporting Goods, 2/16 — 15% Off Your Entire Order - President's Day Sale Today‏
Blair, 2/16 — Extra 20% off clearance. Presidents Day Special.
The Company Store, 2/15 — 50% - 75% Off Clearance - President's Day Weekend‏
Norm Thompson, 2/14 — Save up to 75% at President's Day Sweater Sale!
Bass Pro Shops, 2/15 — Save Big with Our Presidents' Day Sale‏
Overstock.com, 2/16 — PRESIDENTS' DAY SALE‏
TigerDirect, 2/16 — President's Day Deals: New 22" LCD $159...2gb Laptop $399 (Few Left)...1tb Ext HD $99‏
Petco, 2/16 — PETCO / Presidents' Day Sale + Exclusive Email Offer!
Musician’s Friend, 2/16 — Musician's Friend: Hurry! Presidential Clearance Sale Ends Tuesday‏
Spiegel, 2/14 — 5 Perfect Reasons to Treat Yourself This Valentine's Day! (ALL AT AN EXTRA 25% OFF!)‏
Lands’ End, 2/14 — Save up to 65% on Overstocks - a sweetheart of a deal‏
AbeBooks, 2/16 — 30 Novels Worth Reading for the Cover Alone‏

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