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  • June 24, 2011

AM Inbox: One easy mobile-friendly change

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

Ann Taylor, 6/23 — Say Hello To Our New Arrivals + Enjoy Free Shipping On EVERYTHING!
It’s becoming clear that marketers will be making incremental changes to make their emails more accessible on mobile devices and tablets. Even though smartphone and tablet adoption is soaring, it’s just not fast enough for marketers to justify blowing up their designs and making wholesale changes. So changes will come slowly—gradual increases in font sizes, slow narrowing of email widths, and piecemeal changes to make links and buttons more finger-friendly.

Here’s one change that retailers can make that’s low-impact on current designs: Space out your calls-to-actions. For instance, in this Ann Taylor email, there’s a bit of space of between the “Shop New Arrivals” and “Shop Our Summer Lookbook,” but it’s not enough, especially when the email is scaled down for viewing on smartphones. Giving those links more breathing room can reduce fat-finger frustrations and set you on the long path to mobile-friendliness.

Click to view this June 23, 2011 Ann Taylor email full-sized

Coach, 6/22 — Introducing the new limited editions.
This Coach email from Wednesday is an even better example of call-to-action crowding. Imagine the difficulty you’d have trying to select the “Shop All Online Exclusives” link with your finger.

Click to view this June 22, 2011 Coach email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Home Depot, 6/23 — Sneak Peek: 4th of July Savings‏
Northern Tool, 6/23 — Sale Alert: One Week Only – All Renewable Energy Products Reduced
Buy.com, 6/23 — Upgrade your Man Cave with Samsung, Bose, Monster and More!
J&R, 6/23 — Chill Out with Big Savings on Air Conditioners, Fans and Air Circulators!
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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