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  • October 18, 2012

AM Inbox: Lots of words, but are they in the right order?

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

NFLshop, 10/17 — Free Shipping on All Orders Over $50 + Shop the Largest Selection of Giants Jerseys!
This NFLshop email stands out by going word-heavy, which is firmly against the trend. While there’s a lot of text, it’s meant to be skimmed and conveys that they have jerseys for pretty much everyone on the team, not just the super-stars. NFLshop typically just highlights two or three players’ jerseys, so this stands in contrast to that usual approach and probably got subscribers’ attention.

But after looking through the list, I realized that there was another point worth making here—namely, when presenting a list, is it in the most logical form? This list is alphabetized by first name, which struck me as odd because the players’ last names are on their jerseys and they’re most often referred to by their last names. I suppose it could be argued that if you’d be interested in buying Tuck’s jersey then you’d be enough of a fan to know his first name. That may very well be true. This email seems like a prime candidate for an A/B test vs. a challenger where only they last names are listed alphabetically.

Oct. 17, 2012 NFLshop email

Coach, 10/17 — Coach News, Men's Edition: New Arrivals And More
While I really enjoy the big splash uses of animation (see Oct. 10 AM Inbox, animated gifs also excel at making lovely little waves. This email is a great example of that, with Coach conveying the whimsy of this new collection with an animated paper airplane. It’s fun, playful and not overdone.

Animated portion of Oct. 17, 2012 Coach email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Williams-Sonoma, 10/17 — Order Your Turkey & Wine Now
Fingerhut, 10/17 — Fingerhut: Free Shipping on Holiday Décor - Get ready for the holidays!
Brookstone, 10/17 — Decorate anywhere with our cordless, pre-lit greenery!
SmartBargains, 10/16 — Holiday Gift Preview: Exquisite Jewelry from Just $7
Orvis, 10/17 — Gifts for men. Shop for the perfect gift for him online now.
Disney Store, 10/17 — Name it for FREE! Personalization makes it super special
Toys “R” Us, 10/16 — 30% Off a Halloween Costume! Plus More 2-Day Bonus Deals
Brookstone, 10/16 — Emergency power supply: never be left in the dark
L.L. Bean, 10/16 — Ultralight, Ultrawarm: the Ultimate Down Jacket + Free Shipping
Ann Taylor, 10/17 — Style Resume: The New Workweek Chic...
Nordstrom, 10/16 — Skirts + Sweaters: Your Office Uniform for Fall
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