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  • March 9, 2011

AM Inbox: Oopsy shows off great 'defensive designing'

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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:

B&H Photo Video, 3/8 — B&H Photo Newsletter: Tuesday March 8, 2011‏
When I opened this email, B&H was probably having image server issues or else a ton of wrong image URLs. But this oopsy illuminates the fantastic “defensive designing” that they’ve done, using lots of HTML text and alt text to maintain the integrity of the message when images are blocked. Truly impressive. B&H just recently redesigned their newsletter emails (see Mar. 2 AM Inbox).

Click to view this B&H Photo Video email full-sized

JC Whitney, 3/8 — Score 20% Savings at JC Whitney!
JC Whitney has redesigned their email template, making a number of significant changes: (1) The preheader, header and navigation bar are more than 100 pixels shorter, which means that an extra 100 pixels of the primary message is now about the fold and showing up in preview panes that wasn’t before. A new, more compact logo contributed to these savings, but reducing their preheader text to 2 lines from 4 saved a lot space. (2) They converted their navigation bar to HTML text links from graphical buttons. (3) As several other brands have recently, they added a grey background to frame up the email message. And (4) they reduced their email width to a very mobile-friendly 610 pixels from 620. It’s unclear if the cleaner, reduced secondary messaging is a permanent change in email design philosophy.

Here’s the new design (left) and the previous design from a Mar. 4 email:

Click to view this Mar. 8, 2011 JC Whitney email full-sized Click to view this Mar. 4, 2011 JC Whitney email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Coldwater Creek, 3/8 — $30 OFF + See how our stylists dress up denim‏
Williams-Sonoma, 3/8 — Make it Easy: 5 Essentials for Perfect Pizza‏
Bed Bath & Beyond, 3/8 — It's time for Spring Cleaning. Let Real Simple® help.
Frederick’s of Hollywood, 3/8 — How to look sexier than everyone else on Spring Break. See inside.‏
Spiegel, 3/8 — NEW Swimwear for Your Perfect Getaway! From $19!
Blair, 3/8 — A Mardi Gras carnival of closeouts under $10‏
Newegg, 3/8 — Mardi Gras Savings Celebration! $79.99 CORSAIR 750W Power Supply, $69.99 2TB HDD...
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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