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  • September 11, 2008

AM Inbox: Neiman Marcus adopts HTML text for header


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

Neiman Marcus, 9/10 — NEW SALE ARRIVALS: Save on the latest additions + Free Shipping
Neiman Marcus has redesigned their header and navigation bar, dramatically improving how they render when images are off by using a combination of HTML text and background colors. According to the Retail Email Rendering Benchmark Study, only 14% of major online retailer use HTML text for their nav bars, so Neiman Marcus is at the forefront of this trend. Here’s how the new design performs with images off:

Click to view this Sept. 10 Neiman Marcus email larger

And here’s how their old header and nav bar from a Sept. 9 email performed with images off:

Click to view this Sept. 9 Neiman Marcus email larger

B&H Photo Video, 9/10 — Just Announced! The New Sony HDR-FX1000 + a B&H hands on review
There have been many studies that have shown that products sell better when the product page contains more product images. How about putting those alternative view product images together into a rotating gif in an email? It’s a tactic that I haven’t seen enough of from retailers and one that B&H uses in this email. Justin Heyman of B&H told me that they got this product early, shot the various angles and constructed the animated gif. He said, “It was such a hot item our designer wanted to do what they could to make it stand out.” They knew the gif wouldn’t be completely functional across platforms (because Outlook 2007 doesn't allow gifs to rotate), but they picked a great first image for that eventuality.

Click to view this Sept. 10 B&H Photo Video email larger

Here’s the animated portion of that email:

Animated portion of Sept. 10, 2008 B&H Photo Video email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
J. Jill, 9/10 — Come to our new store at The Shoppes at Flemington.
Norm Thompson, 9/10 — SAVE on NEW tee style + shoes ship FREE!
Crate & Barrel, 9/10 — Welcome home to a new fall season
Bluefly, 9/10 — Fall Cashmere Has Arrived
Spiegel, 9/10 — Style Simplicity: The Dresses You'll Want to Live in This Fall!

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