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  • February 21, 2012

AM Inbox: The side-scroller that wasn't

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

JCPenney, 2/19 — Hello, Sunshine!
A couple of years ago, side-scrolling emails were very novel. They were so unusual and interesting that we featured three of them in our 2010 Email Design Look Book. But recently I’ve been seeing about two horizontal-scrolling emails a month from major retailers, including ones from Abercrombie & Fitch, American Eagle Outfitters, Crate & Barrel, Saks Fifth Avenue, ShopNBC, and JCPenney—which has now sent two side-scrollers this month.

There are two things that are particularly interesting about this email: (1) At 1,475 pixels wide, not all subscribers will actually have to scroll to the side to view the entire email. As always, screen size and resolution vary widely, but this email is targeted more at desktop users with their wide screens, seeking to maximize the viewing real estate on that platform. And (2) the image provides a great organic setup for a horizontal-scoller, with lots of natural lines angling to the right—including the dock, the shoreline, parking space line, and the lines of the suitcase handles. Since people’s eyes naturally follow lines (as well as the direction that models are facing/looking), there’s strong visual motion to the right. There’s nothing forced here.

Feb. 19, 2012 JCPenney email
View this email full-sized.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Orvis, 2/18 — Help Orvis Protect Nature and We'll Match Your Donation.
Oriental Trading, 2/17 — Feeling pinched? Save on St. Pat's party supplies + $0 shipping
Alibris, 2/18 — Hail the Sale! Save up to 90% Presidents Day weekend.
J. Jill, 2/17 — Shop our Presidents' Day Sale--extra 30% off & free shipping!
Kmart, 2/17 — Presidents' Day Sale: FREE SHIPPING with promo code + $130 OFF an RCA HDTV
Overstock.com, 2/17 — PRESIDENTS' DAY BEDDING BLOWOUT + 10% OFF COUPON
Sports Authority, 2/17 — Presidents' Day Weekend Sale Starts Today!
Eddie Bauer, 2/17 — Starts Today! Presidents Day Sale -- Deals from $5. Plus, Free Shipping.
Newegg, 2/17 — Now Through Presidents’ Day: EGGXecutive Savings on Components, Electronics & More!
Cooking.com, 2/17 — Celebrate Presidents' Day with Savings of up to 70%
Sports Authority, 2/18 — Save $20 In-Store This Presidents' Day Weekend!
Dell, 2/18 — Stars and stripes and savings up to 30%
SmartBargains, 2/18 — The Big Presidents Weekend Sales are under way.
Cooking.com, 2/19 — Hurry, Last Chance for Our Presidents' Day Savings
Lands’ End, 2/17 — Spring break, here we come! New swimwear (and more) for every body.‏
Lands’ End, 2/18 — Backyard to beach, start your spring break here!
Ralph Lauren, 2/18— Front Row At The Fall 2012 Runway Show
Walgreens, 2/17 — New look for our weekly deals | Browse online today
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BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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