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  • August 17, 2007

AM Inbox: HSN redesign

>>Have a question for the Voices of Email? Email me a question at chad@emailexperience.org and we’ll Reply to All by posting the answers on the EEC’s Voice of Email blog so that everyone can benefit. Check out our first and second Reply to All posts.

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

HSN, 8/16 — Your Featured Products for the Week
I was a bit slow to catch this one: Earlier this month when HSN announced the redesign of their website (see Aug. 2 AM Inbox), they also tweaked the design of their newsletters. The major changes: They reduced the number of departments in the navigation bar to 9 down from 11 and made it so there are no two-line department names; they dropped the slogan “There’s no place like…”; and they brought the whitelist and “view online” language down into the frame of the message.

Here’s the new design from yesterday’s email…

…and here’s the old design from July 26 email:

Musician’s Friend, 8/16 — Check Out This Week In Review
Musician’s Friend, 8/16 — Musician's Friend: Check Out This Week In Review

Musician’s Friend was doing some A/B testing yesterday, looking at the effect of using branding in subject lines. (See Reportlet: Branded Subject Lines Underused by Retailers.)

TigerDirect, 8/16 — DEALS
TigerDirect has apparently hired a subject line writer from Overstock, which loves to scream short, spammy subject lines. TigerDirect can do more than scream the obvious with their subject lines—“Really, TigerDirect has a deal for me? Wow!” Don’t waste the remaining 45 characters worth of subject line that’s available to you by writing short, vague copy.

OfficeMax, 8/16 — Beat the Clock - Hot Back to School Deals
Office Depot, 8/16 — Back To School Savings: 3 Days Left
L.L. Bean, 8/16 — "The Best Book Packs on Earth"
Abercrombie & Fitch, 8/16 — It’s All In The Details…Check Out Our Sexy Jeans.
Nordstrom, 8/16 — New Day-to-Night Denim Edgy Ankle Boots
Eddie Bauer, 8/16 — Our best-selling jeans: buy one, get one 50% off
Bluefly, 8/16 — Be the First to Preview...Fall Coats & Jackets
Home Depot, 8/16 — Build Your Ultimate Kitchen and Save BIG!
Sports Authority, 8/16 — A Special Friends & Family Coupon - 25% Off!
Cabela’s, 8/16 — Shop Cabela's Top Rated and Exclusive Gear
Banana Republic, 8/16 — Introducing $6 Shipping on all orders!

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