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  • August 27, 2008

AM Inbox: Email navigation bar testing

>>Retail Email Guide to the Holiday Season released. Read Executive Summary.

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

J. Crew, 8/26 — New arrivals (online and in stores)
A couple of months ago, Stephanie Miller of Return Path Double Dog Dared marketers to test the navigation bars in their emails to see if they were worth the real estate. J. Crew appears to be doing that by testing to see if placement affects usage. In this email, they’ve brought their email nav bar up from the bottom of the email where it typically resides (see Aug. 17 email below). So in addition to testing emails with and without nav bars, also consider testing the placement of the nav bar.

Click to view this Aug. 26 J. Crew email larger

Here’s the nav bar at the bottom of the email in an Aug. 17 email:

Click to view this Aug. 17 J. Crew email larger

Oriental Trading, 8/26 — Get fall fun delivered for free
In this email Oriental Trading leverages their site search data to present product categories that are likely to be of interest to subscribers.

Click to view this Aug. 26 Oriental Trading email larger

Saks Fifth Avenue, 8/26 — Oscar Resort '09 Sneak Preview
I’m not sure if their email image server went down or there was some other issue, but this once again proves the need for the use of alt text and HMTL text to be incorporated into the design of every email. For more on rendering tactics and benchmarks, check out the Retail Email Rendering Benchmark Study.

Click to view this Aug. 26 Saks Fifth Avenue email larger

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Dell, 8/26 — Start the School Year Off Right with a Dell Inspiron 1525 – Only $599
CompUSA, 8/26 — Kickoff the Season with Hot HDTV Deals & Free Shipping, plus 17" LCD $129
OfficeMax, 8/26 — Free $30 Gas Card with select Printers
Neiman Marcus, 8/26 — PRINGLE OF SCOTLAND: Online Exclusive + FREE SHIPPING
EB Games, 8/26 — EB Games News: Bonus is our middle name

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