February 19, 2012, 6:56 PM
Subject Line: Hello, Sunshine!
Has anyone else noticed what JC Penney emails are looking
like lately? The iconic department store chain has been stepping up their email
creative over the last year, experimenting with different layouts, playing with
animation and dramatically decreasing the length of their subject lines. There
are a few things that could be improved to bring their creative closer to best
practices, but what I'm really interested in is their increasingly more
frequent use of the horizontal email layout.
The horizontal layout opens up a lot of interesting
possibilities for email creative. JC Penney has launched at least three and all
leave room for improvement. For example, it looks like the standard navigation
from their previous emails was used, but employed in this format it comes to an
abrupt end halfway through the image. Still, I appreciate that JC Penney is
willing to experiment with their creative, and I'm interested in seeing how
these campaigns perform next to the traditional vertical-scrolling email.