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&R, 6/4 — The New JR.com: Faster, Easier. . . Just Better!
J&R announces to subscribers that they’ve relaunched their website. At the same time they’ve redesigned their emails to match the styling of the site. One change is that the new design offers few accommodations to image blocking, abandoning HTML text for their product info, using alt text only sparingly, and dropping its “click to view online” link—actually, they dropped all the preheader text. Those moves are likely to suppress engagement. It would have been wise to have at least introducing a preheader message that linked to the web version of the email or to the landing page for the primary call-to-action.
Another change is that they’ve increased the width of the template from 600 pixels to 690 pixel, going from the bottom to near the top of our recommended range of 600-700 pixels (see Soon Even More Emails Won’t Be Optimized for Width).
And finally, they moved their navigation bar from the area to the right of the logo to right under the logo, deciding to use the space in the header for a brand statement. My hope is that they’ll change up that statement with each email, in much the way that Northern Tool (see June 28, 2007 AM Inbox) does. Here’s the new design:
And here’s the old design from a June 2 email:
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Ralph Lauren, 6/4 — Free Shipping For Father's Day
Eddie Bauer, 6/4 — Great Deals on Gifts for Dad
Home Depot, 6/4 — Save on Tool Gifts for Dad
AbeBooks, 6/4 — 20 Books of Shattered Childhoods
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