The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
Omaha Steaks, 9/7 — $0.00 SHIPPING | 64% SAVINGS | ONE DAY ONLY
Omaha Steaks is the latest retailer to redesign their email template. Their changes are focused entirely on the preheader, header and social bars. In the preheader, they’ve added icons to their “view on mobile” and “view with images” links, just like REI used to do (see Mar. 8, 2010 AM Inbox).
In the header, they’ve adopted the traditional logo placement in the upper left-hand corner—although oddly, they still have their logo integrated into the primary message as well. Neiman Marcus also made this change recently (see Aug. 2 AM Inbox). They keep their 5-link navigation bar, although they’ve changed up some of the links. Omaha Steaks has also added an “About Us” content block to their header, stressing their guarantee.
The social bar is cleaned up in the redesign, making room for order by phone information. They’ve also repeated the SWYN call-to-action here, placing it alongside their Facebook and Twitter community links under a “Stay Connected” subhead. While doing the research for the Viral & Community Links in Email report, I saw community links and SWYN often intermingled, sometimes under a “Share” subhead and sometimes under a “Join Us” subhead. The poor differentiation between community and SWYN links was partially responsible for how surprised many marketers were at the low SWYN adoption rate.
Here’s the new design (left) and the previous design from a Sept. 6 email:
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Coldwater Creek, 9/7 — New Fall Sweaters (you can really embrace).
Spiegel, 9/7 — Just In! The Most Amazing Fall Looks Made Affordable.
Ann Taylor, 9/7 — Our New Fall Collection Is Here + Buy ONE Full-Price Item, Get ANY Second 50% Off!
Williams-Sonoma, 9/7 — Officially Licensed NFL Aprons - Personalize yours today!
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