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  • October 4, 2011

AM Inbox: Orvis template redesign abandons HTML text

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

Orvis, 10/3 — Receive FREE shipping on any order! Shop our new website.
In conjunction with relaunching Orvis.com, the outdoors retailer has redesigned their email template so that their brand’s look is consistent. The biggest change in their email template is that they’ve almost completely abandoned HTML text—and it seems largely unnecessary based on the fonts they’re using in the new design. In the previous design, nearly all the text was HTML—from the text beside the logo and the headline to the product copy and administrative links. The new design is very opaque when images are blocked.

Another interesting point to note is that the navigation bar in their email has 9 links vs. only 4 on their website. Typically, it’s the reverse, with the email having fewer nav links because of emails being narrower than websites. But perhaps even more important is the focus of the two navs. The email nav is completely focused on shopping, whereas the website nav is considerably less focused on shopping. Not sure what the best approach is for Orvis, just that there are several possible email nav tests that could be done to arrive at the optimal line-up.

Here’s the new design (left) and the previous design from a Sept. 29 email:

Click to view this Oct. 3, 2011 Orvis email full-sized Click to view this Sept. 29, 2011 Orvis email full-sized

Northern Tool, 10/3 — Over 360 Customers Would Recommend This Product To A Friend
Not sure what your next email should be about? Take a cue from Northern Tool. Find one of your best-selling or best-reviewed products and build a story around it. In this email, Northern Tool features a chainsaw chain sharpener, but then promotes three related products in a secondary message block and ends with a category call-to-action.

Click to view this Oct. 3, 2011 Northern Tool email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Hallmark, 10/3 — Score scary-good deals at Hallmark Gold Crown this weekend!
Disney Store, 10/3 — Find Incredible New Savings on Costumes & Accessories
J. Jill, 10/3 — We're so plaid it's fall! Get the look for 15% off.‏
Brookstone, 10/3 — NEW... 30% OFF Furniture Covers... No Minimum!
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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