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  • July 20, 2011

AM Inbox: Spurring scrolling with your preheader message

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

Office Depot, 7/19 — FREE Digital Camera w/ HP Toner Purchase + Clearance Blowout Sale
Don’t get locked into thinking that the preheader message always has to promote your email’s primary message. While that’s certainly the most common approach, retailers routinely tout secondary messages in their preheader messages as well. In this Office Depot email, the “Shop 25¢ School Deals” portion of the preheader message refers to the banner at the very bottom of the email. The arrangement may encourage subscribers to scroll as they go looking for that back-to-school link. It’s worth testing.

Click to view this July 19, 2011 Office Depot email full-sized

Hallmark, 7/19 — Win $5000 in our {Blank} Is a Special Occasion contest
I initially thought that the subject line of this email contained a botched first name merge, but the “{Blank}” is part of the name of the contest. The brackets likely caught subscribers’ attention as well. The gift retailing business revolves around holidays and special occasions, so I really like the idea of working with customers to acknowledge quieter moments. And the timing of the campaign is really smart since there are no holidays between Independence Day and Labor Day. Here’s the landing page on Facebook for the campaign.

Click to view this July 19, 2011 Hallmark email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Cooking.com, 7/19 — Today Only - Free Shipping on the Coolest Summer Treat Makers [celebrating National Ice Cream Day]
Bed Bath & Beyond, 7/19 — Going to college? Let's go shopping! PLUS Don't forget your $15 off $75 or more online coupon!‏
TigerDirect, 7/19 — Top 20 Dorm Room Tech Deals + More Price Drops from the Back-To-School Tech Authority
Backcountry.com, 7/19 — You’re Going Back To School
Saks Fifth Avenue, 7/19 — Prada Fall 2011 Collection for him
Neiman Marcus, 7/19 — MICHAEL KORS: A trend-infused Fall
Bluefly, 7/19 — Dresses to Fall for: BCBGMAXAZRIA, Halston Heritage, Diane von Furstenberg...
Abercrombie & Fitch, 7/19 — We're so excited about our new jeans, you could win an Apple MacBook Air, we're giving away 252!
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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