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  • June 12, 2008

AM Inbox: Where not to put your 'click to view' link

>>Retail Email Rendering Benchmark Study released. Read executive summary.

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

Nordstrom, 6/11 — Juicy Couture Totes Get Fresh
This is one of the more bizarre template changes I’ve seen. Nordstrom changed their preheader text starting with a June 9 email, dropping their whitelisting instructions and adding a preheader message that highlights their shipping offer. That’s all great and totally on trend with preheader changes that I’m seeing—but then they embedded the preheader text into the header image! So when images are blocked, no one can see the text that says, “If you cannot view this email, please click here.”—which totally defeats the purpose of having that text in the first place. Truly bizarre.

Here’s the image-based preheader “text” from yesterday’s email…

Click to view larger

…and here’s the previous preheader text from a June 5 email:

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Overstock.com, 6/11 — Shh! It's a Secret Sale
This Overstock email does a couple of new things: (1) It includes a “secret item” with a silhouetted image, which is interesting because it gives people an idea of what the item might be but isn’t too specific so it still stokes your curiosity. It’s an interesting contrast to Musician’s Friend’s “Stupid Deal of the Day,” which doesn’t give you any hints as to what the featured item is (see June 9 AM Inbox). And (2) it features a service piece with spokesmodel Briana Walker. Overstock has been injecting more personality into their emails by including items on their spokespeople in recent emails, including Briana and Utah Jazz forward Carlos Boozer (see May 6 AM Inbox).

Click to view larger

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Banana Republic, 6/11 — Chic Shorts + Get up to $30 off select men's styles for Father's Day...
Oriental Trading, 6/11 — Bring the beach to your backyard & get free shipping
Spiegel, 6/11 — Up to 50% OFF Versatile Travel Looks that Pack with Ease, Shop Now!

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