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  • May 29, 2012

AM Inbox: Improved text contrast for better legibility

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

Abercrombie & Fitch, 5/25 — Take 25% off your entire purchase plus free shipping!
The aging of Boomers and the shrinking of screen sizes because of mobile—both are solid reasons to pay more attention to the size of text in your emails and the contrast of text with your background to ensure good legibility. A couple of months ago I commented on the low contrast of Abercrombie & Fitch’s preheader and footer text (see Mar. 30 AM Inbox). So I was pleased to see that they have brightened their text, making it much easier to read. Here’s the new preheader text…

May 24, 2012 Abercrombie & Fitch email

…and here’s the preheader text they used in a May 24 email:

May 24, 2012 Abercrombie & Fitch email

Orvis, 5/25 — New items for summer shipped free.‏
Orvis, 5/25 — Free shipping on new items for summer.
I appears that Orvis didn’t properly split their list for this subject line A/B test as I received both emails in rapid succession. On the upside, we get to see what they were testing. In this case, they were looking at the order of elements, testing whether placing “New items” or “Free shipping” first led to better results.

Wayfair, 5/25 — Are you getting the most out of your Memorial Day?
Wayfair had one of the best Memorial Day emails in terms of weaving together editorial content and product promotions. That said, it might have been easier to scan if all of the articles and headshots were down the left side instead of using an S-curve design.

May 25, 2012 Wayfair email

Spiegel, 5/25 — Special Invitation
Usually “Invitation” is a code word for being asked to take part in a customer survey or to join a loyalty program, but in this case Spiegel is starting an independent sales representative channel a la Avon. I wonder if they’ll feature individual reps in their emails, perhaps giving fashion advice or sharing outfit ideas. The new channel certainly provides new email content opportunities.

May 25, 2012 Spiegel email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Norm Thompson, 5/25 — Not a typo: 40% MORE OFF SALE (that's forty!)
Ross-Simons, 5/25 — Psst! 25% Off CLOSEOUTS - Advance Notice. Use Code SNEAKPEEK
1-800-Flowers.com, 5/24 — ★★★ Memorial Day Sale! Save 20% Sitewide NOW thru Monday ★★
Lane Bryant, 5/24 — Memorial Day Sale Starts Now - Hot Trends, Cool Savings
ShopNBC, 5/26 — Here's a great start to your summer
Walmart, 5/25 — Ready for Memorial Day? Get BBQ tools, steak for the grill & more!
Omaha Steaks, 5/25 — Time to celebrate! Save 72% + 3 Free Gifts!
Crate & Barrel, 5/27 — This gives us the chills [promoting snow cone, ice cream and icy pop makers]
CB2, 5/24 — up to 50% off: summer starts now.
Fingerhut, 5/24 — Fingerhut: Get Ready for the Summer – Shop Now!
Brookstone, 5/24 — Buy 2 & Save on our Best Beach Chair
Blue Nile, 5/24 — Welcome Summer with Must-Have Pearls
Williams-Sonoma, 5/25 — Under $40: Beer-Making Kit for Dad
Northern Tool, 5/24 — Save On The Gifts Dad Really Wants This Father's Day
Brookstone, 5/27 — Because Dad's hard to shop for...
Yoox, 5/26 — Orlando Bloom Picks Your Best Summer Looks
Ross-Simons, 5/27 — Jewelry Tips from Hollywood Stylist Phillip Bloch

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