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  • June 18, 2008

AM Inbox: Lands' End exhibits email design best practices around rendering

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

Lands’ End, 6/17 — Hurry: Save $10 on the splashiest Swimsuits of the season.
Here’s another great example of an email that’s designed with image suppression in mind. All the main copy is in HTML text. There’s a preheader message and “click to view” link. And the navigation bar is even in HTML text. The only major design problem here is that some of the body copy runs right over the water, making it difficult to read. For an in-depth look at email design best practices around rendering, check out the Retail Email Rendering Benchmark Study.

Here’s the email with images on (left) and with images off:

Click to view larger Click to view larger

Orvis, 6/17 — Our biggest 7-day Tent Sale EVER! It's easy to shop by size.
Orvis has changed their sender address to orvis@orvisnews.com from news@orvisnews.com. The change, which gives them branding both before and after the @ sign, is in line with trends found in the Sender Line Branding Tactics in Retail Emails reportlet.

NFLshop, 6/17 — NFLShop: New Email Feature - Go Directly To Your Team's Page
In the May 30 AM Inbox, I pointed out that NFLshop had added a team directory to their emails. In this email they point out the addition in the subject line. It looks like they still need to tweak the alignment formatting on the team names that take up two lines.

Click to view larger

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Oriental Trading, 6/17 — Get free shipping plus save 15% for July 4th
Hallmark, 6/17 — Contest-winning cards. Available for a limited time.
Dell, 6/17 — Only 2 Days Left to Buy Select Dell Systems with Windows XP!
Sports Authority, 6/17 — 4hr Sale - Save up to 70% Off - Online Only

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