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The latest in marketing strategy, technology, and innovation.

  • June 29, 2009

AM Inbox: If two nav bars are better than one, then three…

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

Old Navy, 6/26 — New Arrivals $10 & Up, Plus $5 Swim & Shorts for the Family‏
How effective does Old Navy think navigation bars are? So effective that they’ve put the same nav bar in this email three times—once below the header, again in the primary message, and finally once more in the secondary message. I particularly like the arrow head on that last one. It’s like the caret so often used at the end of calls-to-action; it strengthens the signal to “click here.” For more on email navigation, download Email Navigation Differs Radically from Website Navigation for free.

Click to view this June 26, 2009 Old Navy email full-sized

HSN, 6/28 — Customer Picks: Top-Rated Favorites‏
HSN has redesigned their header and navigation bar. Besides updating the branding to match their website, they’ve made better use of the whitespace in their header so that the new header is about 25% shorter than their old one. That will allow more of the primary message to be displayed in the preview pane. The nav bar links are the same, but HSN has changed the color to white text on blue. Unfortunately, the nav links are graphical text instead of HTML text floated over a blue background color. Here’s their new header and nav:

Click to view this June 28, 2009 HSN email full-sized

And here’s the old header and nav from a June 20 email:

Click to view this June 20, 2009 HSN email full-sized

REI, 6/26 — REI Summer Sale and Clearance on Now‏
REI has added icons to their “click to view” links. I don’t believe I’ve seen any of the other retailers I track doing that. Icons and buttons tend to add visibility to links, so I wonder if more folks will click on those links, giving them a better idea of the percentage of subscribers who are viewing their emails on mobile devices and with images off.

Click to view this June 26, 2009 REI email full-sized

Saks Fifth Avenue, 6/26 — Amazing Digital Albums, Frames, & More‏
Some products scream for animated gif treatments. Digital photo frames are definitely one of those.

Animated portion of June 26, 2009 Saks Fifth Avenue email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Sports Authority, 6/28 — 4th of July Celebration: $25 Off $100 Order + Summertime Deals‏
Cabela’s, 6/27 — 4th of July Sale @ Cabelas.com‏
Office Depot, 6/26 — 4th of July Blowout. Plus 2-Day Coupon‏
HPshopping, 6/28 — HP's Fourth of July Sale STARTS NOW!
Toys “R” Us, 6/26 — Summer's Here! Enjoy Big Fun and Big Savings at Toys"R"Us‏
Lands’ End, 6/26 — Up to 40% off Summer Sale Favorites + Free Shipping‏
JC Whitney, 6/26 — Jump Start Summer Free Shipping Plus $30 Off!‏
Neiman Marcus, 6/28 — FALL PREVIEW: The best of runways first‏
eBags, 6/28 — Is it wrong to love bags this much?
Musician’s Friend, 6/27 — Musician's Friend: Announcing Used Gear! Up To 60% Off MSRP‏

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