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  • July 22, 2011

AM Inbox: Lessons in back-to-school email design

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

Bed Bath & Beyond, 7/21 — Everything they need but won’t buy for themselves. PLUS Don't forget your $15 off $75 or more online coupon!‏
While the design and color scheme are a bit busy, there are lots of good things going on in this Bed Bath back-to-school email—starting with the great subject line. The first half of the subject line is compelling and fresh. I would have A/B tested leaving off the second half of the subject line or at least shortening that element. Within the body of the email, they customize their navigation bar, highlighting a “Shop for College” tab and three sub-tabs. This is a design tactic that they use routinely. Bed Bath draws extra attention to that college tab by giving it a green background that ties it to the headline and other messages further down. The hero image is a large animated gif (see below), which is backed up by images of the six product categories in case the animation is blocked. The promotional content is supported by a Facebook Q&A and “College Insider” content, the former of which is teased up beside the headline.

Click to view this July 21, 2011 Bed Bath & Beyond email full-sized

Here’s the animated portion of the email:

Animated portion of July 21, 2011 Bed Bath & Beyond email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Linens ’n Things, 7/21 — Cool Down With Up To 50% Savings on Outdoor Items
JC Whitney, 7/21 — Keep Your Ride Clutter-Free | Great Shipping Offer Extended!
J. Crew, 7/21 — Fall's first look: NEW ARRIVALS (plus, FREE SHIPPING on any order)
NikeStore, 7/21 — Get the Essentials. Ditch the Excuses.
Williams-Sonoma, 7/21 — Go Behind the Scenes in America’s Top Restaurants!‏
Backcountry.com, 7/21 — We Love Floaters – Save $100
Apple, 7/21 — OS X Lion. MacBook Air. Mac mini. All new.
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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