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  • May 29, 2009

AM Inbox: More wasted header space

>>Executive Series on Email Marketing: Download the second installment, Why the Marginal Cost of Sending 1 More Email Is Higher than You Think.

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

Backcountry, 5/28 — New Summer Gear Is Here - tents, bags, pads, shoes‏
Backcountry does a lot of things right, but one area that’s lacking is their use of header real estate, which leads to a less than optimal use of the preview pane space. This email is using a different template than their usual email (see May 6 AM Inbox), but it suffers the same problem. In the email, I’ve marked off the first 300 pixels, which is what generally appears in preview panes.

Click to view this May 28, 2009 Backcountry email full-sized

In the absence of adding navigation or viral links in space to the right of the logo, here’s a quick and dirty mock-up of how they could have gotten more into the preview pane using the existing elements. Ideally, the call-to-action would have also been pulled up above the 300-pixel line.

Click to view this mock-up of an May 28, 2009 Backcountry email full-sized

Kohl’s, 5/28 — EXTRA 20% Off Everything + FREE Shipping! Print now.
Speaking of preview pane optimization, I really like the bracket design that Kohl’s uses in their emails. It does a nice job of directing the eye. In this case, they use it in the bottom border of these banners, which directs readers eyes down through the creative.

Click to view this May 28, 2009 Kohl’s email full-sized

Home Depot, 5/28 — Make Dad Happy and Save!
Home Depot does a good job of working lots of elements into this Father’s Day email. There’s a viral appeal, three highlighted product categories, a countdown until the end of guaranteed delivery with standard shipping, a box about gift cards, and a “shop by price” module.

Click to view this May 28, 2009 Home Depot email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Orvis, 5/28 — Find the perfect gift for Dad. Plus, FREE shipping!
Ralph Lauren, 5/28 — Free Shipping On Gifts For Dad‏
NikeStore, 5/28 — Summer Staple: The Nike Sportswear T-Shirt‏
Nordstrom, 5/28 — One-Step Update: Bead-Embellished Sandals‏
J. Jill, 5/28 — Be the first to shop our June collection. Plus, take 20% off!
J. Crew, 5/28 — Introducing Summer Sale. Hot. Hot. Hot.
Banana Republic, 5/28 — Get 25% off + The polo you need this season‏

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