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  • March 25, 2008

AM Inbox: Turn traditional email design upside down

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RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

Bloomingdale’s, 3/24 — See What's New From Tory Burch, Enjoy Free Shipping & Enter To Win
The email design used by Bloomingdale’s here is fairly traditional and logical: the main message and largest content block first, followed by secondary messages in banners. However, this traditional design doesn’t take into consideration the growing impact of preview panes. To optimize for preview panes, try moving one of those secondary banners up so that it falls after the header and before the main message. I call them “preview pane banners,” and I’m seeing them used more and more by retailers who want to get a second call-to-action into the preview pane space. If you’re not already doing this, give it a test and see if it lifts engagement.

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Saks Fifth Avenue, 3/24 — Experience the First Ever Video catalog!
In this email, Saks Fifth Avenue proclaims the arrival of the first ever video catalog. Essentially it’s a little pseudo-catwalk action to accompany a catalog look to give you a better idea of how the garment moves when worn. In the email, they could have used more iconography to strengthen the video call-to-action, like adding a play button or video player interface frame. But the video element is clearly stated in the subject line, so that already sets expectations.

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Chadwick’s, 3/24 — we'll pay you to ship your order. First time ever!
Now here’s a fresh spin on free shipping offers. What’s better than free? Getting paid. Chadwick’s is offering to “pay you $5 to ship your entire order.” Could this be the second coming of “free shipping”? [cue ominous music] Margins beware.

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RedEnvelope, 3/24 — 12 Gifts She'll Treasure
Gap, 3/24 — Up to 40% Off. The Spring Sale Is Here.
Old Navy, 3/24 — Spring Sale Is Here: Save Up to 40%
PetSmart, 3/24 — Products for spring cleaning plus an online photo contest!
Lands’ End, 3/24 — No iron? No problem. Women's wrinkle-free Pinpoints
eBags, 3/24 — eBags is headed to Paris with Team Slipstream/Chipotle
Brookstone, 3/24 — 15th Anniversary Celebration Sale on Tempur-Pedic
Hanna Andersson, 3/24 — Dive Into Our Pre-Season Swim Sale!

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