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Welcome to the Oracle Modern Marketing Blog:
The latest in marketing strategy, technology, and innovation.

  • June 2, 2009

AM Inbox: Eddie Bauer's header 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:

Eddie Bauer, 6/1 — 2 Days Only! FREE Shipping - No Minimum Purchase‏
Eddie Bauer has redesigned their header and navigation bar, boosting the level of branding while continuing their excellent use of HTML text in both the nav bar and in the administrative bar toward the bottom of the email. Whereas they only used their name in the header in the old design (see May 13 AM Inbox), the new design also features their goose logo and “The Original Outdoor Outfitter” slogan. On the downside, the alt text on the header displays as “Eddie Bauer ? est 1920”. Clearly an en- or em-dash was being used instead of the more reliable hyphen. The old logo is still in use on their website so the new email header may foreshadow a forthcoming website redesign.

Regarding the nav bar, it includes the same links as before, plus what I assume is a seasonal addition: a “SWIM” link at the beginning of the nav bar. Adding seasonal and holiday links to your nav is a growing trend this year. The other change is that the nav links are now all-caps and bold, a move that should generate more clicks for those links.

Click to view this June 1, 2009 Eddie Bauer email full-sized

Fingerhut, 6/1 — Fingerhut: Facebook Prize Giveaway Starts Today‏
Just like many marketers incentivize email sign-ups, Fingerhut is incenting folks to become their fans on Facebook. This year retailers have definitely started to pay more attention to encouraging subscribers to engage with their brand on various social networks.

Click to view this June 1, 2009 Fingerhut email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Hallmark, 6/1 — Give Dad the kind of day he deserves‏
Old Navy, 6/1 — Great Gifts for Dads, Starting at $5‏
Bloomingdale’s, 6/1 — Great Gifts For Dad + Lab Series Gift‏
J. Crew, 6/1 — Dress up your boyfriend‏ [promoting boyfriend chinos]
Ann Taylor, 6/1 — The Long & Short of It: Shop Summer Shorts & Capris Now‏

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