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  • April 12, 2007

AM Inbox: Mom’s too busy

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

Jo-Ann, 4/11 — Free shipping on gifts for the creative Mom.
Jo-Ann’s emails can get a bit busy, but I think this Mother’s Day email suffers it worse than others because of the blue background. Many of Jo-Ann’s recent emails have had white backgrounds, which I think makes them easier to read. The other issue is that the product images are fighting for prominence with the accompanying words.

To better understand what I’m talking about, look at this April 10 Sephora email (Gorgeous Gifts for Supermoms + Free Sample), that’s also about Mother’s Day and also features a grid display with three products per row. The focus is very clearly on the product images, with the accompanying type in a much smaller font than Jo-Ann uses. This creative has a very similar feel to their Dec. 28 New Year’s resolution email (see Dec. 29 AM Inbox). It could be that beauty products have much better branding than craft items, but having more focus on the product images produces a much cleaner email design.

Bed Bath & Beyond, 4/11 — Protect your sleep from mold, dust mites, allergens and bacteria
Lillian Vernon, 4/11 — Illustrate Your Thoughtfulness with Free Monogramming
Diamond.com, 4/11 — Get the Pick of the Glitter for less! SAVE 20%
Victoria’s Secret, 4/11 — Free Beach Tote with Any Swimwear Purchase. Plus, Save Up to $75. Details Inside.
Coldwater Creek, 4/11 — For life on the go ~ shop easy-care knits Reebok, 4/11 — Exclusive MLB Clubhouse shoes
Spiegel, 4/11 — The It List: The Looks You Can't Live Without this Season!
Macy’s, 4/11 — $5 shipping with home purchases + super savings at the Choice Sale!
TigerDirect, 4/10 — Top 100 Deals Under $100

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