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  • November 7, 2007

AM Inbox: HPshopping adds more navigation to email design

>>Free Webinar on email competitive intelligence on Nov. 15 at 2pm EST. Get the details.

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

HPshopping, 11/6 — Treat Yourself to The Very Best from HP
HP has added a second column to their email design, repeating the departments in the horizontal nav bar and adding boxes promoting their e-catalog, shipping options and other helpful links. In this email they also deviate from their standard “Your HP Home & Home Office Store Deals - Week of Month Date, Year” subject line format. They’ve deviated before but always come back—presumably recognition is trumping intrigue here.

Here’s the new design…
Click to view larger

…and here’s the old design:
Click to view larger

Backcountry, 11/6 — Everything you need: 2008 Ski and Board Packages
Retailers seem to be paying more attention to their calls-to-action, abandoning “Buy Now” and “Click Here” for more descriptive and creative calls-to-action. For example, the primary calls-to-action in this email are descriptive—“I’m a Skier” and “I’m a Snowboarder”—while the secondary calls-to-action are more creative—“Drool Here.” SmartBargains probably has the most consistently entertaining calls-to-action.

At the top of the email, Backcountry also notifies subscribers that they’ve modified their privacy policy.

Click to view larger

SUBJECTIVITY SCANNER:
JCPenney, 11/6 — Today's the Day for the Perfect Gift
Brookstone, 11/6 — The best holiday gifts are at Brookstone!
L.L. Bean, 11/6 — Order Now, Ship It for FREE--Maine Balsam
RedEnvelope, 11/6 — You give and you give and you give...
Oriental Trading, 11/ 6 — Pick your favorite ornaments & get free shipping
Hanna Andersson, 11/6 — Our Land Of Long Johns, Plus Final Pre-Season Savings
FTD, 11/6 — Limited Time: Save 40% on Thanksgiving Silk Floral
Williams-Sonoma, 11/6 — Delicious Shortcuts from our Thanksgiving Pantry
Cooking.com, 11/6 — Food For Thought: Thanksgiving Pies, Cookies & More Desserts
Blair, 11/6 — Election winners as low as $3.99
Gap, 11/6 — Today's Our Birthday. Your Gift: Free Shipping + 10% Off
Banana Republic, 11/6 — Fabulous new party looks have arrived
MLB, 11/6 — Shop for your own little rookies.

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