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  • January 25, 2013

AM Inbox: Tickled Pink

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

fredflare.com, 1/23 -- Isn't She...
See's Candies, 1/23 -- Specially selected sweets for your valentine
Harry & David, 1/23 -- Receive Free Shipping When You Send A Sweet Gift To Your Valentine
In last Monday's AM Inbox post, I commented that Valentine's Day promotional emails seemed to be off to a slow start. They are making up for any lost time, and definitely hitting my inbox in full force now! Below are a sampling of a few that I received yesterday. In particular, I like the subject line teaser from fredflare's email. I'm going to have The Psychedelic Furs song stuck in my head all day now.

One Step Ahead, 1/24 -- Sure Cures for Cabin Fever!
Many retailers are now opting for responsive coding in their emails. Repsonsive coding* uses media queries so that text and images can be altered and provides a different viewing experience depending on whether the email is seen on a desktop or mobile device. Image slices can be swapped out, re-arranged (wrapped), resized or hidden, and text changes can include size, color, family, weight, decoration, style or variant, and layout. While the benefits of responsive coding are great, there are limitations as well, including increased coding production time and costs, and the mobile viewing will only render in the native mail apps (not the gmail or yahoo apps). One less costly alternative to responsive coding is a design hybrid approach to have "mobile optimized" emails, where the coding is static, but design considerations are taken into place, so that your email will look good on both desktop and mobile devices. This email from One Step Ahead uses many of the mobile optimization best practices: 1) It is only 500 pixels wide. 2) The overall font size is large enough to read without needing to zoom in on your smart phone. 3) Whole sections of the email are designed to be large enough so as easily clickable.

The animation in the header is a nice touch also. However, I might recommend speeding up the frame rate slightly to make it pop a little more. It took me a second look to realize the animation was even there. To see it, click here (and wait for it).

*For more information on responsive coding vs. mobile optimization, download and check out the Responsys Mobile Email Guide.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
LOFT, 1/21 -- Tonight only! SECRET online sale
NORDSTROM, 1/22 -- Winter Savings: Up to 50% on Your Favorite Brands!
Michael Kors, 1/22 -- Seeing Stripes
Staples, 1/22 -- ✔Huge news. 25% back in Rewards, storewide!
Spiegel, 1/22 -- Get a New Boyfriend - Our best blazer at only $44
Anthropologie, 1/22 -- The pencil is back (and it means business).
Toys"R"Us, 1/22 -- Congratulations! You’re Invited.
Ross-Simons, 1/22 -- NEW Designer Jewels... find your inner fabulous
Tablet, 1/22 -- ♨ Hot Deals for Cold Days
1-800-FLOWERS.COM, 1/22 -- ❷❹ HOURS LEFT: Free Shipping/NO Service Charge!
Brookstone Outlet, 1/22 -- Baltimore vs. San Francisco! Are you ready?‏
Hayneedle.com, 1/22 -- Seize the Hay: Shop 1-day deals worth celebrating!
Rejuvenation, 1/22 -- Pretty + Practical = Porcelain Lights
LOFT, 1/23 -- The most A-MAZING skirt has just arrived...
*Williams-Sonoma, 1/23 -- Fresh, Healthy & Flavorful
Williams-Sonoma, 1/23 -- Exclusive Valentine Treats Made With Love
Cooking.com, 1/23 -- Bake for Your Sweetie
J.Crew, 1/23 -- Inside the box...‏
Coldwater Creek, 1/24 -- Here today. GONE tomorrow...
Tiny Prints, 1/24 -- Save 30% Off Valentine’s Day Gifts
chasing fireflies, 1/24 -- Throw a "hearty party" for Valentine's Day. (Only 3 weeks away!)
Ballard Designs, 1/24 -- This just in: New Customer Favorites!
*Williams-Sonoma, 1/24 -- 4 Simple Ways For Healthy Eating
The Company Store, 1/24 -- The right pillow for you...ON SALE!
FLOR, 1/24 -- What's the season's hottest new color? It may surprise you.
Target.com, 1/24 -- TODAY ONLY: Get at $20 gift card with cute new looks for the fam
The Container Store, 1/24 -- Peek inside someone else's closet
Tiffany & Co., 1/24 -- To Sir, with Love
J.Crew, 1/24 -- Closet update: Shop our sale, in stores & online‏
Ann Taylor, 1/24 -- TWO Is Better Than ONE...‏
Michael Kors, 1/24 -- Drumroll, please... the Spring Collection has arrived


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