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  • August 14, 2007

AM Inbox: Sears tweaks email design further

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

Sears, 8/13 — 40% OFF Clothing + No Interest on TVs
In May Sears made big changes to the look of their emails (see May 23 AM Inbox). They’re now back for round two, and appear to be focused on the frame of the email. The major changes include the reduction in the number of departments in the navigation bar to 8 from 12; the addition of the slogan “Where it begins” to their logo; and moving the send-to-a-friend link and store locator link from the bottom of the email to the top.

Here’s the new design from yesterday’s email…


…and here’s the old design for the top…


…and the bottom of the email from an Aug. 9 email:


Overstock, 8/13 — FREE SHIPPING - LAST DAY
In the past I’ve taken issue with CEO Patrick Byrne’s use of Overstock’s commercial email as a platform for his fight against Wall Street corruption (see Aug. 6, 2006 AM Inbox). I think it’s an unnecessary risk with limited upside, as it brings up issues that some customers may interpret negatively and that they would probably be ignorant of otherwise. In this email, it got a little more uncomfortable for me as a reader because Byrne incentivized subscribers to click through to the Overstock forum and read his rant against Wall Street by offering a 10% off discount at the end of his post. That just struck me as inappropriate.



SUBJECTIVITY SCANNER:
Macy’s, 8/13 — Introducing Calvin Klein Jeans Woman plus Free Shipping!
Norm Thompson, 8/13 — Hooray! Dream Jeans in new colors--plus fall jackets.
Old Navy, 8/13 — Steal the Spotlight in our New Premium Denim
PetSmart, 8/13 — Clearance dog apparel plus the Pet-Parazzi Online Contest winners!
Urban Outfitters, 8/13 — They're worth a thousand words. [promoting printed t-shirts]
Sam’s Club, 8/13 — Organic Meat Sampler - $60.72, from Sam's Club
Omaha Steaks, 8/13 — Omaha Steaks 90th Birthday! Save 64% PLUS Get 12 Free Burgers...3 Days Only
Bluefly, 8/13 — Fall Preview: Shoes Featuring Delman - Up to 40% off
Lands’ End, 8/13 — Free Shipping & great new looks for fall!
Ross-Simons, 8/13 — 15% off ALL Purchases PLUS FREE Expedited Shipping Upgrade.

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