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  • December 11, 2012

AM Inbox: I makeover a J. Crew email

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

J. Crew, 12/8 — For you: up to 30% off at jcrew.com
In email design, small things have the potential to significantly impact results. When I saw this email from J. Crew I immediately thought of a few tweaks that should improve results—and during the holiday season every percentage point counts. To help illustrate the changes to the original (on the left), I mocked them up in the creative on the right. First, I move the orange box higher so more of it was visible above the fold. Second, I flipped the image of the model so that he’s looking at the copy. It’s human nature to look where others are looking, so models eyes can be used to direct readers to key copy and calls-to-actions. (See our 4th annual Email Design Look Book for a great example of Threadless doing this.) And third, I spaced out the four links in the orange box to make them more tablet-friendly. Those changed didn’t take me very long to implement and all together are pretty much guaranteed to move the needle on performance at least a little.

Dec. 8, 2012 J. Crew emailMockup of Dec. 8, 2012 J. Crew email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Walmart, 12/8 — Who doesn't like Clearance? We're spreading the cheer + bringing you Green Monday specials
Yankees Shop, 12/8 — Green Monday Starts TODAY - Buy one, get one 50% off
Sears, 12/8 — Cyber Monday Rewind starts tonight Extra 5-20% off
Musician’s Friend, 12/7 — Black Friday Savings Are Back
TigerDirect, 12/7 — Black Friday III: Intel SSD Specials | Sony i5 Laptop $579 | Free Shipping
J&R, 12/7 — Go BACK2BLACK -- Black Friday Pricing All Weekend (plus Free Shipping)
Ann Taylor, 12/7 — 7 Days Of Gifting Begins! Unwrap The 1st Offer...
Norm Thompson, 12/8 — 25% OFF! On the 8th day of Christmas my true love gave to me...
Saks Fifth Avenue, 12/7 — Men's Gifts: Here's your holiday game plan
Cooking.com, 12/8 — Out of Gift Ideas? Here are Gifts for the Cook who has Everything!
Brookstone, 12/7 — Want $50 worth of Wine? Look inside.
Lowe’s, 12/9 —Need Tools for Someone on Your List?
Walmart, 12/8 — What? iPod touch bundle just $189?! See more online specials with Free Shipping to your door.
Bluefly, 12/7 — Psst... Can You Keep a Secret?
Hallmark, 12/7 — All-new tips and inspiration just in time for the holidays.
Sam’s Club, 12/8 — These Recipes Will Make Your Holidays Sweeter
Coach, 12/7 — Now At Coach: Nina Garcia's Holiday Edit
Neiman Marcus, 12/7 — Holiday Gifting with #NMBeauty
Spiegel, 12/7 — Dress for the Holiday Party - now an EXTRA 30% OFF
Neiman Marcus, 12/8 — Ready for the party? We are!
JC Whitney, 12/7 — Prepare for Safe Holiday Travel! Up to $30 OFF + Free Shipping

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