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  • February 17, 2012

AM Inbox: Larger text for Boomers and mobile readers

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

Neiman Marcus, 2/15 — FINAL DAY: Up to 70% off CASHMERE!
Last May I talked about how email designs were neglecting the needs of Boomers, that larger fonts where needed. A secondary—and also growing—benefit of making this adjustment is that it also serves mobile readers better as well. Over the past nine months or so I’ve definitely seen some signs of progress, including this Neiman Marcus email. A few days ago they dramatically increased the font sizes in some of their email messages and this email is a continuation of that. Even at the reduced size that it’s hosted on my blog, which is similar to what smartphone users would see, it’s easily readable. More retailers still need to make this adjustment to their email designs.

Feb. 15, 2012 Neiman Marcus email
View this email full-sized.

Yoox, 2/15 — Ladylike or Tomboy - how do you like your shoes?
Yoox missed out on an opportunity in this email to do some progressive profiling. Instead of sending both ladies and tomboys to the same landing page where products representing the two styles are mixed, they could have used separate landing pages. That would have allowed Yoox to track subscribers’ interest in one or the other and then follow up with dynamic content or a segmented email dedicated to the appropriate style in the not-too-distant future.

Feb. 15, 2012 Yoox email
View this email full-sized.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
TigerDirect, 2/15 — $249 Triple Core 8GB PC Kit...No Debating, These Presidential Price Drops Rock
Musician’s Friend, 2/15 — Save up to $500 this Presidents Day!
Macy’s, 2/15 — Extra 15% off + Free Shipping at the Presidents' Day Sale!
Crate & Barrel, 2/15 — Starts Today: Up to 60% off at the Outlet President's Day Sale.‏
Norm Thompson, 2/15 — Rain check. Coat check. Check 'em out. SHIP FREE
Lands’ End, 2/15 — Project Polo: Reinvented, rejuvenated, refreshed! + Free Shipping
Ann Taylor, 2/15 — Our New Collection Is Here!‏
Bloomingdale’s, 2/15 — Now On Bloomingdales.com: Armani Collezioni Dress Shirts
American Eagle Outfitters, 2/15 — AE T's & Tanks Only $10. But Not For Long..
Neiman Marcus, 2/15 — TREND EVENT: Free Ippolita earrings
L.L. Bean, 2/15 — No-Iron Shirts + Save on Every Order with FREE Shipping
Orvis, 2/15 — Easy-to-pack clothing for your next trip.
Wayfair, 2/15 — Hoorah! To the man cave.
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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