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The latest in marketing strategy, technology, and innovation.

  • April 23, 2009

AM Inbox: Expandable backgrounds vs. fixed-margin backgrounds

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

Bed Bath & Beyond, 4/20 — Check out our e-circular now.‏
Preview pane space is precious. In this email Bed Bath & Beyond has a fixed 100-pixel left-hand margin that for some subscribers will push some of the content on the right-hand side out of view. Rather than using such fixed-margin backgrounds, they should consider using an expandable background that expands and collapses based on the width of the viewing pane. The coding for an expandable background is included in the Soon Even More Emails Won’t Be Optimized for Width reportlet.

Click to view this Apr. 20, 2009 Bed Bath & Beyond email full-sized

Harry & David, 4/20 — 10 Delicious Ways to Say "I Love You, Mom!" + FREE Delivery on select gifts!
In this email Harry & David has added a “Shop by Occasion” navigation bar in what was previously an empty space in the design. For a gift retailer like Harry & David, having a nav bar that you update with upcoming holiday and gift-giving occasions is very smart.

Click to view this Apr. 20, 2009 Harry & David email full-sized

Drs. Foster & Smith, 4/21 — Your Immediate Action is Needed: Important Legislation that May Affect Your Pets‏
Retailers tend not to be very political—at least in the open view of consumers. So this email rallying subscribers to help defeat a House bill that aims to more strictly regulate the importation of nonnative species really caught my attention.

Click to view this Apr. 21, 2009 Drs. Foster & Smith email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Williams-Sonoma, 4/20 — Great Gift Ideas for Mom‏
Costco, 4/21 — Celebrate Mom. Order Your Mother's Day Bouquet and Gifts Today!
Neiman Marcus, 4/21 — Mother's Day is May 10 + Free online shipping at ANY PRICE‏
RedEnvelope, 4/21 — Unique Birthstone Gifts for Mother's Day and 20% Off
MLB, 4/21 — Celebrate Mother's Day with Free Shipping on all orders over $99.
Ross-Simons, 4/21 — Today's Super Deal - Diamond Favorites for Mother's Day - 48 Hrs Only!
Diamond.com, 4/20 — Free Gift with Purchase - Mother's Day Gift Guide - Save 20% Plus Free Shipping‏
Buy.com, 4/20 — Samsung Netbook $399.95, Zune for Mom $74.99, Save $25 w/ eBillme, Roxio Creator 09 $59.99 AR, McAfee Internet Security = $16.99,..‏
Office Depot, 4/21 — Save The Earth - Go Green‏
Dell, 4/21 — Go Green for Earth Day: Select Dell Systems, Only $479 After Instant Savings!
OfficeMax, 4/21 — Celebrate Earth Day - Save All Week‏
Staples, 4/20 — Staples supports Earth Day 2009 - Save up to 35%
Crutchfield, 4/21 — Save on satellite radio & more, plus get Earth Day tips‏
Barnes & Noble, 4/21 — This Week -- Coupons, Celebrate Earth Day, David Baldacci, Alexander McCall Smith, More‏
AbeBooks, 4/20 — Outsider Wins Pulitzer Prize for Fiction‏
Urban Outfitters, 4/20 — The best things in life are FREE! [promoting free shipping offer]

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