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  • August 10, 2012

AM Inbox: The last email elements to become tablet-friendly

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

Lowe’s, 8/9 — Don't Miss Our Bath & Tile Event + Clearance
The header and footer will be the last email elements to become tablet-friendly—the header because the space is so valuable that you always want to pack links in, and the footer because marketers don’t want it to compete for attention against the body copy. Lowe’s has one of the most tablet-friendly email templates around, with a pared back navigation bar and large, spacious body copy and isolated calls-to-action buttons. But even they haven’t optimized the header and footer completely. The header is pretty great, although I’d probably move the “view with images” link up to the end of the preheader message to get it away from the logo. The footer is very scrunched compared to the rest of the email, with social links that are bunched up and administrative links that are tiny and extremely close together—even when zoomed in 200%. It’s always a mistake to make unsubscribing difficult.

Aug. 9, 2012 Lowe’s email

Neiman Marcus, 8/9 — Christian Louboutin Geek?
The weird and unusual don’t always sell all that well, but they do attract attention, which can be just as valuable. In this email, Neiman Marcus promotes a geek-alicious pair of Louboutins. The second I saw them I started to look around for the “Pin it” button…which was nowhere to be found. While only 6% of major retailers have used “Pin it” buttons in their emails, Neiman Marcus is one of them. This email seemed like a great one to include one in.

Aug. 9, 2012 Neiman Marcus email

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Art.com, 8/9 — Celebrate Britain - Free shipping and 20% off continues
Nike Store, 8/9 — Rep Team USA in Our Latest Fan Collection
Blue Nile, 8/9 — Our Top Gold Jewelry Starts at $50… Grab Your Golden Moment!
Barnes & Noble, 8/9 — Get Ready for Back-to-School with A+ Savings
Newegg, 8/9 — Back2School: DIY Style! $59.99 WD Caviar Blue 500GB HDD, $59.99 LG 14X Blu-Ray Burner
Sam’s Club, 8/9 — $699 Dell "School, Work & Fun" Laptop bundle
Lands’ End, 8/9 — Six dresses under $100 for you, 25% off Backpacks for the kids.
TigerDirect, 8/9 — Hurry: 7" Android Tablet $59...
Coldwater Creek, 8/9 — In Stores: Fall Denim in Full COLOR + SALE + Jewelry Savings
Target, 8/9 — Denim style, plus electronics savings.
Williams-Sonoma, 8/9 — 5 Reasons to Join Wine Club + Bonus Offer

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