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  • January 22, 2011

AM Inbox: Message-landing page continuity

Retail Email Year-End Trends for 2010: Download the free 8-page report.

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

J. Jill, 1/18 — Comfort & style in 4 easy pieces. Plus, new markdowns!‏
I got a comment recently that I don’t talk about conversion enough. Without getting magical access to everyone’s performance data (that’s been on my Christmas wish list five years running), discussing landing pages is as close as I can get. In the past I’ve presented many examples of landing pages gone wrong, where the email links to the wrong products, pages that use different terminology than the email, or opportunities to shorten the number of clicks to conversion are missed. On the other hand, the landing page for this J. Jill email is a solid example of one that follows through on the “shop by outfit” messaging of the email. Mimicking the layout of a fashion magazine, the email presents a model with callouts of certain items she’s wearing. Clicking on any of those items takes you to the same landing page for the look, but J. Jill also gives subscriber the opportunity to click through to the product category for the product shown, so the design gives subscribers options to get right to what they’re interested in.

Click to view this XXXXXXXX email full-sized

Bed Bath & Beyond, 1/18 — Join thousands of our Facebook fans. LIKE us now.
Animate gifs are clearly performing for Bed Bath & Beyond, as they’re using them in the majority of their designs lately. In this community-building email, it’s used cleverly to illustrate all the topics that are being discussed by their Facebook fans. It’s a refreshing alternative to the bulleted lists used by most community-building emails. It’s also worth pointing out that Bed Bath & Beyond wisely begins their animated gif with the frame that has all the speech bubbles on it; that way if the animation is blocked, their full message is still getting through.

Click to view this Jan. 18, 2011 Bed Bath & Beyond email full-sized

And here’s the animated portion of the email:

Animated portion of Jan. 18, 2011 Bed Bath & Beyond email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Coldwater Creek, 1/18 — Try No Iron Shirts RISK FREE. Shipping & Returns on us + $20 off‏
The Company Store, 1/18 — Help Homeless Children Introducing "Buy One, Give One"
GameStop, 1/20 — Nintendo 3DS Just Announced!
Musician’s Friend, 1/20 — Musician's Friend: February Catalog Preview + Travis Barker Interview‏
Spiegel, 1/18 — Spiegel Goes Digital! Shop the Online Catalogue With Our iPad APP!
Lane Bryant, 1/18 — Like Us On Facebook And Save 30% On Your Entire Purchase‏
Ann Taylor, 1/19 — Enter Our CHIC SWEEPSTAKES On Facebook For A Chance To Win A $1,000 Shopping Spree!
Kohl’s, 1/18 — Valentine's Day Gift Ideas Starting Under $15‏
Frederick’s of Hollywood, 1/19 — Everything for the sexiest Valentine’s ever + $15 off your order.‏
Diamond.com, 1/20 — Perfectly Lovely Valentine’s Day Gifts. Free Shipping‏
Victoria’s Secret, 1/20 — Get Ready to Steal Some Hearts...
Ross-Simons, 1/18 — One-of-a-Kind Estate Pieces on Sale Now at Ross-Simons‏
Buy.com, 1/19 — The Big Game Blowout: 16 HDTVs‏
J&R, 1/20 — Big Screens for the Big Games: TVs for Less!
Office Depot, 1/18 — Tax Season: Save On Everything You Need To Get It Done SMARTER‏
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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