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  • August 27, 2009

AM Inbox: WOW, that's a big font

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

Alibris, 8/26 — WOW starts now: Save at least 25% on books‏
This morning a Twitter conversation was sparked by a blog post by The Messaging Times about the best email font. With that in my head, I went back to this Alibris email, which uses an absolutely huge font. In fact, the first word of the main message doesn’t even fit into your average 300-pixel preview pane. Since just about every retail email promises savings, telling people they can “Save” is probably not going to motivate people very much, especially when they can’t immediately see how much they can save.

Click to view this Aug, 26, 2009 Alibris email full-sized

As you can see in the mockup below, by reducing the font size a bit, you can get the “Save 25% or more” message above the fold, plus part of the “Shop our Books on Sale page” message. It took me about a minute to modify this image, so there’s little reason not to make small modifications like this and run an A/B test to see which performs better.

Click to view this mockup of this Aug, 26, 2009 Alibris email full-sized

Ann Taylor, 8/26 — Fall In Love With The New ANN: Enjoy 30% Off In Stores & Online‏
I really like this creative. While the text could probably benefit from being broken up a little, the messaging tries to make an emotional connection between subscribers and the brand. Both the necklace and the model create strong vertical lines that encourage scrolling. And the primary message is backed up with a more promotional submessage that includes a barcode so folks can easily redeem the offer in a store and a call-to-action to share this offer with your friends.

Click to view this Aug. 26, 2009 Ann Taylor email full-sized

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Art.com, 8/26 — 20% off entire site+ Top 5 Travel images!
Sephora, 8/26 — Just In: Twilight Venom and more!
Urban Outfitters, 8/26 — All Cardigans: $29 + The Impossible Project‏
Lillian Vernon, 8/26 — Up to 70% Off in the Back to School Sale‏

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