>>The Boomer Legibility Initiative for a New Decade: Join the effort to improve the readability of marketing emails and other promotional campaigns.
The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
B&H Photo, 5/25 — The B&H insights Blog - Now Out of Beta!
B&H has launched their blog, B&H insights. The launch comes with an appeal to join them on Facebook and Twitter, plus a video announcing the blog launch. In addition to including a bulleted list of benefits, I like how they include a list of popular posts, each with a prominent link to “Read & Discuss” or to join the discussion on Facebook. Including that real-world activity, takes this email message from telling subscribers what the blog will be about to showing them and inspiring immediate engagement. I’ll be curious to see if B&H leverages their blog and Facebook activity at the bottom of their promotional emails as Crutchfield does (see Mar. 8 AM Inbox).
Fingerhut, 5/26 — Fingerhut: Shop Our NEWEST eCatalog!
Fingerhut has debuted online-only catalogs, starting with one dedicated to Hardware, Lawn + Car Care. Free from printing and mailing costs, e-catalogs can become more attractive and allow you to branch out and create more niche catalogs like Fingerhut is doing.
Neiman Marcus, 5/25 — Master the Art of Good Graces with LELA ROSE exclusives
In my Email Insider column this week about readability, I didn’t have a handy example of a retailer running “text over background images with lots of bright and dark areas.” While this email isn’t nearly as egregious as I’ve seen, it’s demonstrates how this hurts readability all the same—especially in the parts where the font is thin or very small.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Coach, 5/25 — Shop our first Men's Store online
Sports Authority, 5/26 — Get Your 2010 adidas World Cup Gear + $10 In-Store Cash Card
Newegg, 5/25 — Our Biggest Memorial Day Sale Yet!
HP, 5/26 — HP's Memorial Day Sale Event STARTS NOW!
Musician’s Friend, 5/25 — Musician's Friend: Coupon Inside - Memorial Weekend Savings Start Now!
Macy’s, 5/26 — Free Shipping, specials & savings for Memorial Day!
Sears, 5/26 — Your backyard never looked so good - save on patio and power lawn & garden essentials
Spiegel, 5/26 — Lose Weight in Time for Swimsuit Season
Bass Pro Shops, 5/25 — Father's Day Sale + Take 6 Months to Pay
OfficeMax, 5/25 — Great Savings on Technology + Gifts for Grads
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