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  • February 18, 2012

AM Inbox: Gilt redesign crams text and image emails into one

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

Gilt Groupe, 2/16 — Hunter Boot for Women, Men and Kids, Converse Black Canvas, Nau, Michael Aram Entertaining, Blazer & Tie Shop, Throw an Awards Watching Party, Designer 101, Matt & Nat and more Starts Today at Noon ET
Gilt has redesigned their email template, but seemed to get stuck between deciding on a more text-based email and their more image-heavy previous design. What they ended up with was a clunky 2-column design where the second column just partially repeats the content of the first column but with images. Perhaps the assumption is that subscribers will scan one of the two columns, but that’s generally not how people read. I’m not sure if they’re wrestling with mobile readership concerns or whether they’re just trying to give subscribers a quicker way to scan their quite lengthy emails. One approach would be to follow B&H Photo Video’s lead and have clear sections based on subscriber preferences (see Mar. 2, 2011 AM Inbox). I know that I’m personally way more interested in certain topics in Gilt’s emails that others. If subscribers could self-select which topics appear, Gilt’s email would be more focused and less cluttered.

Here’s the new design (left) and the previous design from a Feb. 15 email:

Feb. 16, 2012 Gilt emailFeb. 15, 2012 Gilt email
View new design full-sized. View previous design full-sized.

Lowe’s, 2/16 — More Presidents for Your Pocket
Secondary banners tend to be simple and uninspired, but this Lowe’s banner is really creative and striking. It reminds me a little of a Lane Bryant banner that also thought outside the box
(see May 14, 2009 AM Inbox).

Feb. 16, 2012 Lowe’s email
View this email full-sized.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
J. Jill, 2/16 — Hail To The Sale! Extra 30% off & free shipping.
J&R, 2/16 — Put Some Presidents Back In Your Pocket
Barnes & Noble, 2/16 — Savings You'll Salute -- 15% Off for Presidents' Day Weekend
Dell, 2/16 — Presidents' Day savings worth celebrating.
Sears, 2/16 — Presidents' Day Weekend savings! 3 Day Specials & FREE SHIPPING over $99
Lane Bryant, 2/16 — Presidents’ Day Sale: 30% off Sitewide + Free Shipping
eBags, 2/16 — Presidents' Day Double Deal - 25% Off Your Order + Free Shipping
1-800-Flowers.com, 2/16 — Save 20% Sitewide President's Day Sale - Now thru Monday!
Toys “R” Us, 2/16 — Over 40 Awesome Deals at our 4-Day Presidents' Day Sale! Feb. 17 - Feb. 20.
The Children’s Place, 2/16 — Extra 30-50% Off - Presidents' Day Sale!
Ann Taylor, 2/16 — 5 Days Of Style Starts Now! 40% Off Select Tops & Sweaters‏
Orvis, 2/16 — Warm up, stay comfy, put on a sweatshirt.
Lands’ End, 2/16 — Swim 2012: New styles for every body + Free Shipping
Sports Authority, 2/16 — Everything Baseball! BBCOR Bats, Training Tips, New Gear and More!
NikeStore, 2/16 — The Vintage Look of Track and Field
Neiman Marcus, 2/16 — FREE designer sketch: Concept to Catwalk
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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