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Welcome to the Oracle Modern Marketing Blog:
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  • May 19, 2009

AM Inbox: Evolution of a share bar

>>Email Navigation Differs Radically from Website Navigation: Download this new reportlet.

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

Lane Bryant, 5/18 — Summer Sale: 2 For $25 Tees, Tanks & Camis‏
Lane Bryant’s share bar has undergone several changes since they first introduced it in a Mar. 27 email—changes that I think many marketers will find instructive as they test their own share bars. At first, the share bar only included share-with-your-network (SWYN) links and included individual links to share the email content via five different social networks.

Click to view this March 27, 2009 Lane Bryant email full-sized

When they updated their share bar in a May 13 email, they changed the order of their SWYN links a little and added a forward-to-a-friend (FTAF) link to it. SWYN and FTAF are natural partners, so why not put all your viral links in one place so they’re easier to use?

Click to view this May 15, 2009 Lane Bryant email full-sized

And then in its latest iteration, which debuted in yesterday’s email, Lane Bryant eliminated all the SWYN links but the ones to Facebook and Twitter and gave their FTAF link a bit more visual heft. Presumably, they found that very few subscribers were sharing their emails via Digg, MySpace and Del.icio.us, so they decided to streamline their share bar by dropping those links. Their decision to focus on Facebook and Twitter is definitely in line with my experiences with social sharing on my blog.

Click to view this May 18, 2009 Lane Bryant email full-sized

Like Lane Bryant, you have to test for yourself and see which social networks are most popular with your subscribers, but I bet many of you will end up coming to the same conclusion as them.

Ralph Lauren, 5/18 — FINAL HOURS To Save Up To 40% (Plus An Extra 15%)
This is the third email in two days that I’ve received from Ralph Lauren that had no images. Not sure if this is some sort of image server issue or poor coding.

Click to view this May 18, 2009 Ralph Lauren email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Home Depot, 5/18 — Get Fired Up for Memorial Day!‏
Cooking.com, 5/18 — Memorial Day BBQ Recipes: Easy BBQ Chicken, Skewers and Kabobs, + Seafood on the Grill‏
Bluefly, 5/18 — Fashionomics 101: New For Summer 30% - 70% Off‏
Northern Tool, 5/18 — An Anniversary Worth Remembering - Over 1,900 Tools On Sale‏
Walgreens, 5/18 — First Dibs: Maybelline Vibrating Mascara + Lash Tip‏

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