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  • March 8, 2010

AM Inbox: Header-to-footer engagement tactics

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

REI, 3/5 — REI-OUTLET: Save an Extra 20%
REI is experimenting with a sub-navigation bar that provides more targeted navigation for the topic featured in the email. As explained in our Email Navigation Differs Radically from Website Navigation report, we’re big fans of nav bars, having found with our clients that they contribute mightily to clicks. So it’s definitely worth testing the size of your nav links, the order of the links, the number of links, etc. Here’s REI’s new nav bar arrangement:

Click to view this Mar. 5, 2010 REI email full-sized

And here’s their old nav from a Feb. 26 email:

Click to view this Feb. 26, 2010 REI email full-sized

Crutchfield, 3/7 — Free 19'' TV with select closeout Samsung LED & Plasma TVs
Not nearly as productive as the header area, the footer can still provide incremental clicks. For those that do scroll down to the bottom of your emails, reward them with something extra to interact with. For instance, in this Crutchfield email, they present a testimonial quote about how knowledgeable their service reps are and provide their telephone number. It’s a nice bit of brand-building. In the past, Crutchfield has used their footer to promote that they’re in BizRate’s Circle of Excellence and that they’re McAfee Secure.

Click to view this Mar. 7, 2010 Crutchfield email full-sized

Neiman Marcus, 3/5 — TOP THAT? We'd be happy to!‏
I really like Neiman Marcus’ Rock the Prom Contest, which allows shoppers to assemble a prom outfit. If the community votes your outfit as the best, then you win it. It’s viral, aspirational and gets young customers interacting with their product assortment.

Click to view this Mar. 5, 2010 Neiman Marcus email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Harry & David, 3/5 — 1st Peep: NEW Easter Gifts!
Oriental Trading, 3/5 — Make your party a slam dunk, we'll pay shipping
Disney Store, 3/5 — Free Shipping on Our Curious Collection! Alice in Theaters Today
Kohl’s, 3/6 — As Seen on Entertainment Tonight: Get the Celebrity Look for Less
Old Navy, 3/5 — SuperMold Yourself! You Could Win $100,000!
Brookstone, 3/5 — Feeling stressed? Save on soothing massagers - limited time only + FREE Shipping
Cooking.com, 3/5 — Best Brewing Equipment + Bonus Torrefazione Coffee Offer
Finish Line, 3/6 — Up To 65% Off The Hottest Styles--Spring Break Blowout Going On Now!
Victoria’s Secret, 3/5 — Swim Fever: Spring's Stand-out Suits.‏
Spiegel, 3/6 — INTRODUCING, NEW Travel-Perfect Mini-Wardrobes, up to 40% OFF!
Ralph Lauren, 3/6 — From Inspiration To Runway: Fashion Show Behind The Scenes

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