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  • February 24, 2012

AM Inbox: Lowe's tablet-friendly email redesign

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

Lowe’s, 2/23 — Don’t Just Decorate — Innovate. Easy Home Upgrades Inside
Over the past several weeks, Lowe’s has made a number of changes to their email template, making it even more tablet-friendly. Up top, they’ve turned the navigation bar into five large buttons and removed the community links bar that was below it because of the potential for mis-tapping. Those community links disappeared from Lowe’s emails for a few weeks and then reappeared yesterday along with a new Pinterest link, making them the second major retailer in two days to add a Pinterest community link (see yesterday’s AM Inbox). Throughout, Lowe’s new design continues their strong use of HTML text as a defense against image blocking and still links all the images to make it easy to click through. But they abandon the frames around their secondary message blocks, so the content seems to float a bit, with the images not as strongly associated with their accompanying text.

Here’s the new design (left) and the previous design from a Jan. 8 email:


View the new design full-sized. View the previous design full-sized.

Buy.com, 2/23 — Blackberry 16GB Playbook $199.99 | 23" Monitor $129.99 AR | Logitech Keyboard $29.99,....
In addition to deep assortment of holidays—from Christmas all the way down to Talk Like a Pirate Day—there are lots of events and awards that can be the hook for promoting your products. In this email, Buy.com promotes movies that have been nominated for Oscars—a hook they can return to after the winners are announced. There are awards for just about any type of product, but ones for movies, TV shows, music and books are probably the best known and easily resonate with subscribers.

Feb. 23, 2012 Buy.com email
View this email full-sized.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Barnes & Noble, 2/23 — Get Ready for The Hunger Games Movie - Special NOOK Offer, Books & More!
PC Connection, 2/23 — Get More Out of Your Network with Wireless N
ShopNBC, 2/23 — Desirable, Unforgettable...
Walmart, 2/23— Color Is IN This Season! Shop Electronics With Personality.
Lane Bryant, 2/23 — 5 Brands, Up To 80% Off Clearance, Online Today Only
J. Crew, 2/23 — In with the new.‏
Office Depot, 2/23 — 2012 NASCAR Office Depot Racing Season is Almost Here!
Bass Pro Shops, 2/23 — Turkey Hunting Fanatic or First Timer?
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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