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  • March 1, 2011

AM Inbox: Petco and Banana Republic email redesigns

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

Petco, 2/27 — Celebrate the NEW PETCO.com! Up to 40% in Savings + FREE Shipping!
Petco has redesigned their email template, making a number of substantial changes. They (1) changed their navigation bar, making the links bold and black so they really pop, but continue to use HTML text for those links; (2) moved their FTAF link to the top of the email and added SWYN links; (3) changed the styling of their community links and added a big store locator and coupon call-to-action; (4) left-justified their footer text, making it easier to read and opening up space for a bottom-of-the-email image (which would also be used for another call-to-action); and (5) increased the width of their template from 580 to 660, which still keeps them in the ballpark of our recommended email width of 640 pixels.

Here’s the new design (left) and the previous design from a Feb. 22 email:

Click to view this Feb. 27, 2011 Petco email full-sized Click to view this Feb. 22, 2011 Petco email full-sized

Banana Republic, 2/25 — Envelope please! Up to 40% off + FREE Shipping Every Day‏
Banana Republic has also redesigned their email template, making minor cosmetic changes. They (1) replace their brand name with just their logo in the header, (2) changed a few of their navigation bar links, and (3) added more air around their social links at the bottom of the email, along with adding a “share this email” link. The width of the email is unchanged at 700 pixels. Here’s the new design (left) and the previous design from a Jan. 22 email:

Click to view this Feb. 25, 2011 Banana Republic email full-sized Click to view this Jan. 25, 2011 Banana Republic email full-sized

Avon, 2/27 — Red Carpet Report - What the Stars are Wearing‏
Conceptually, this was my favorite retail email that leveraged the Oscars. Avon channeled the red carpet walk where everyone talks about which designers they’re wearing. It felt very topical and relevant. The design, however, wasn’t easy on the eyes. The type was small—as it often is in Avon’s designs—plus the rundown of products that each actress was wearing would have been much easier to scan in a bulleted list rather than in a paragraph. That arrangement would have also freed them up to add prices to the products.

Click to view this Feb. 27, 2011 Avon email full-sized

JCPenney, 2/25 — It's BIG! Shop The Big One Day Sale TODAY‏
JCPenney uses some animation to bring attention to their new logo. Unfortunately, instead of using their new logo as the first frame, which is the best practices because of concerns around animation blocking, they used a transitional frame that has both the old and new logos superimposed over each other.

Click to view this Feb. 25, 2011 JCPenney email full-sized

And here’s the animated portion of the email:

Animated portion of Feb. 25, 2011 JCPenney email

Oriental Trading, 2/27 — Make parties easier! FREE Party Planner + FREE Shipping‏
Oriental Trading is the latest retailer to add an unsubscribe link to the top of their emails. Other retailers that do this include 1-800-Flowers.com, Abercrombie & Fitch (see Feb. 8 AM Inbox), Norm Thompson and PC Connection.

Click to view this Feb. 27, 2011 Oriental Trading email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Bluefly, 2/27 — We'd Like To Thank The Academy...With EXTRA 15% OFF All Evening Dresses!‏
Dell, 2/26 — Bring the cinema home- up to 40% off select home entertainment items‏
Oriental Trading, 2/25 — St. Pat's Savings! Ship ANY order for only $2.99‏
Urban Outfitters, 2/25 — Spring Break Essentials‏
Coldwater Creek, 2/25 — $30 off...Color makes a beautiful comeback‏
Lane Bryant, 2/25 — $1.99 Shipping This Weekend + New Color, New Fashion‏
Kmart, 2/25 — Save on swimwear, outdoor playsets and ALL patio furniture‏
Spiegel, 2/25 — NEW Swimwear is HERE! Create Your Look with Mix & Match Collections!
Macy’s, 2/27 — Swim is here: Free Shipping on the latest looks‏
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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