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  • June 17, 2010

AM Inbox: Fashion news editorial + the latest E3 coverage

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

Diamond.com, 6/16 — Fashion News Editorial‏
To break up their flow of straight promotional emails, Diamond.com is trying their hand at giving their products an editorial context. First, I’ll assume that this is not the subject line that they really wanted to go out with this. It looks like a placeholder subject line that just didn’t get changed before they hit send, which is doubly unfortunate since this is the first email like this that they’re sending out. Regarding the design, I like the silhouetted promoted images, but their placement, along with the placement of the section titles and text, make the email feel very messy and makes scanning difficult. A bit more structure—and a little less text—would have made this email easier to digest. The catalog style of labeling products was also a little off-putting. It’s a tactic that’s rarely used in the email world. An alternative would have been to include the product and information in alt text for the product links, which Diamond.com mapped out in the design.

Click to view this June 16, 2010 Diamond.com email full-sized

GameStop, 6/16 — E3 2010. GameStop has the latest coverage.‏
Looking to engage their subscribers with coverage of E3, GameStop is providing live video coverage and coverage of new games, and soliciting subscribers’ thoughts on what they’re seeing from the show. Both this email and the Diamond.com email are further evidence of retailers trying to engage subscribers with editorial and quasi-editorial content.

Click to view this June 16, 2010 GameStop email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
TigerDirect, 6/16 — Final Chance for Dads: $89 Blu-ray Player...$59 Samsung Laser Printer...New 4GB Lenovo Laptop $449...24" 1080p LCD $189...$59 GPS‏
JCPenney, 6/16 — LAST DAY To Get Half-Off Express Shipping!
Brookstone, 6/16 — Take $25 Off Your Entire Order--Last Chance for Father’s Day 2nd Day Delivery!
Kohl’s, 6/16 — Dad's One-Day Sale + Last Day for an Extra 30%, 20% or 15% Off‏
Williams-Sonoma, 6/16 — The Secret to Wood Smoked Flavor on Your Gas Grill‏
Toys “R” Us, 6/16 — Family LEGO Creation Challenge! Prizes & Giveaways, Sat., June 19 at 2pm!‏
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