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  • June 15, 2010

AM Inbox: J. Jill's preheader redesign + preview pane banner test

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. Jill, 6/14 — Cotton slub is irresistible. So is a $1000 J. Jill wardrobe.‏
J. Jill has redesigned their preheader, adding a preheader message, dropping their “add to address book” request, and condensing their “view with images” and “view on mobile” language. The changes allowed J. Jill to reduce their preheader text to just one line, which all email marketers should strive for.

Also note that in this email, J. Jill uses a preview pane banner for two secondary calls-to-actions, one of which they called out in the subject line. Placing a banner before the primary message can be an effective way to give a secondary CTA a boost in visibility without diminishing the primary message’s visibility too much. Consider working this banner placement into your testing plan.

Click to view this June 14, 2010 J. Jill email full-sized

And here’s a June 11 email that has the old preheader design and has the same secondary banner below the primary message:

Click to view this June 11, 2010 J. Jill email full-sized

Toys “R” Us, 6/14 — Free Toy Story 3 Movie Ticket!‏
Toys “R” Us is running a Toy Story 3 contest that ties together Facebook, Twitter and toysrus.com. It appears to be a mix of an Easter egg hunt—like Blair ran (see Mar. 30 AM Inbox)—and scavenger hunt—like Buy.com ran (see June 25 AM Inbox).

Click to view this June 14, 2010 Toys R Us email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Urban Outfitters, 6/14 — Free Shipping Ends Today - Enter SUMMERFOREVER At Checkout!‏
Harry & David, 6/14 — Last Chance - FREE Delivery for Father's Day!‏
Dick’s Sporting Goods, 6/14 — Dad's Day is Almost Here - Take $20 Off Your Purchase of $100 or More!‏
Finish Line, 6/14 — Now Get Special Prices On Select Styles--Just In Time For Father's Day!
Sam’s Club, 6/14 — Shop Instant Savings items and save on great Father's Day gifts!‏
Sears, 6/14 — Celebrate Dad - Craftsman Tools on sale & More‏
Linens ’n Things, 6/14 — Flag Day Exclusive: Extra 20% + 99 Cent Shipping!
Hanna Andersson, 6/14 — Pssst...Fall Preview Sneak Peek!
Staples, 6/14 — Microsoft Office 2010 is here!
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