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  • September 6, 2007

AM Inbox: Watch those text links and background colors

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

Diamond.com, 9/5 — Pearls of Wisdom! SAVE 20% Plus Free Shipping
I’m happy to see Diamond.com using more HTML text instead of having their text imbedded in their images as they did for a long while, but they have to be careful with their background color choices. In this email the background color is nearly identical to the color of the text link for “Diamond.com,” which makes it difficult to read. J. Crew, which also likes to use lots of different background colors in their emails, sometimes commits this mistake as well.



Saks Fifth Avenue, 9/5 — Christian Louboutin Gift!
Emphasizing that their new shoe department at their flagship store is so large that it has its own zip code, Saks has released a set of limited-edition stamps featuring couture footwear.



Overstock, 9/5 — 60% OFF SALE
Apparently Overstock saw success with a tactic they used in an Aug. 13 email to get subscribers to read CEO Patrick Byrne’s blog posts (see Aug. 14 AM Inbox) because they’ve now created a banner for the incentive offer. As I said before, this makes me very uncomfortable. If you’re saying something worthwhile, people will want to read it on their own. And if what you’re saying is really, really worthwhile, then people will pay to hear what you have to say. Regardless, I still believe that Overstock shouldn’t be pushing what is a shareholder and regulatory issue onto their customers because it weakens and confuses their brand.



SUBJECTIVITY SCANNER:
KB Toys, 9/5 — Free Shipping on the Most-Wanted Costumes
Sephora, 9/5 — Free Diorshow Mascara Sample + Best of Sephora 2007 Winners
SmartBargains, 9/5 — Subscribers only. AeroBed(R) mattress savings & free shipping
Coach, 9/5 — Best Bags For Fall: New Leather Handbags
Norm Thompson, 9/5 — Look SLIMMER in JEANS - ours work like magic.
Lands’ End, 9/5 — The Lands' End Field Coat, from $49.50. Back by popular demand!
Road Runner Sports, 9/5 — Your New Fall Running Gear Has Arrived!
Macy’s, 9/5 — Free Shipping with $100 INC apparel purchase

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