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  • July 8, 2008

AM Inbox: Overstock adds 'update preferences' link to header

>>Free webinar on email’s place in the digital future on July 15. Presented by eec platinum sponsor Habeas. Learn more.

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

Overstock, 7/7 — LAST DAY FREE SHIPPING
Starting with a July 2 email, Overstock has added a “Change O-mail Preferences” link to the right of their search box in their email header. This is a great idea. Moving it above the fold and out of the tiny legalese at the bottom of the email ensures that more subscribers will see it and use it, which in turn ensures that Overstock will be sending more relevant emails to their subscribers. Overstock is the first retailer that I’ve seen include an update preference link in their header.

Click to view larger

Art.com, 7/7 — 25% Off Entire Site + Vote for your favorite
Art.com invites subscribers to help them decide their next homepage image, giving them three choices. Norm Thompson did they same thing recently, giving subscribers the choice between three catalog cover images to vote for. This is a nice bit of interactivity that engages subscribers without costing Art.com anything. One difference between how Art.com and Norm Thompson presented the options is that Art.com used an animated gif while Norm Thompson just presented the three images side by side.

A few points of criticism on this email: (1) The subject line appears to have been truncated, like it was supposed to say “…Vote for your favorite homepage image.” (2) The alt text on the animated gif says “animation.” I assume that was a placeholder that never got changed to something more telling like “Vote for the home page image you like best.” And, perhaps most importantly, (3) after you vote, the landing page that thanks you for voting includes image #3 regardless of which image you vote for. When I saw that I thought that it had misread my vote. It would have been better if there’d been three landing pages—one for each image—to eliminate any confusion.

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Here’s the animated portion of that email:

Refresh your browser to see the animation from the beginning

Urban Outfitters, 7/7 — Get Dressed
Urban Outfitters is holding a job fair and reaching out to their subscribers for job candidates. The banner at the bottom of this email links to a post about their job fair on their blog. For other examples of retailers using their email program to recruit their subscribers, explore Reportlet: Mining Subscriber Lists for Future Workers and the Recruiting tag.

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SUBJECTIVITY SCANNER: Select noteworthy subject lines
TigerDirect, 7/7 — Back-to-School Laptops From $299
Sam’s Club, 7/7 — Presenting the Sam's Club Recipe Center
Norm Thompson, 7/7 — Our KNIT JEANS get love letters. See what they say...
Chadwick’s, 7/7 — Sneak preview of new looks, and an offer you can't refuse!
NFLshop, 7/7 — NFL New Arrivals - New Season, New Gear
Road Runner Sports, 7/7 — ZERO $ Shipping for 48 Hours ONLY!
Coldwater Creek, 7/7 — Shop Black & White...Brought to you by summer!
Buy.com, 7/7 — Sony Notebook = $499.99, 8GB Flash Drive = $29.92, ViewSonic 22" LCD,..

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