AM Inbox: EB Games' substantial redesign
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The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
EB Games, 7/8 — Hugenormous Savings at GameStop!
EB Games has redesigned their emails, making a number of substantive changes: (1) They’ve added a preheader message—although it could certainly be a more informative one. (2) They’ve moved the “powered by GameStop” co-branding up to the header, strengthening the connection between these two brands. I still think this is an area of potential confusion, with the parent company using the brands interchangeably, as they do in the “from” line and subject line of this email. I keep waiting for them to eliminate the EB Games brand and focus exclusively on the GameStop brand. (3) They converted their image-based navigation bar to HTML text links, which will aid in rendering. EB Games had already done an outstanding job of using HTML text throughout their emails, so this was a logical next step. (4) They’ve adopted a color scheme that doesn’t match either ebgames.com or gamestop.com. I wonder if this augurs a site redesign for one or both of the brands. (5) The most glaring change is that they’ve dropped their lists of New Releases, Coming Soon and Best Sellers. I have to say that those were the elements that I most looked forward to. I wonder how many subscribers will take the extra step of clicking through to see those lists now. (6) And lastly, they’ve abandoned their S-curve product grid in favor of a linear arrangement of product images and info.
Here’s the new design (left) and the old design from a June 30 email:
Lane Bryant, 7/8 — Introducing Our New Bra Collection + $50 Instant Savings
I love the “Catch forty winks without going to sleep” messaging in this email. Snappy, fun and on target.
Avon, 7/8 — Be Your Own Boss in 2009 - Sell AVON
Given the current level of unemployment, this recruiting message from Avon will likely find some receptive subscribers. The subject line does a nice job of conveying personal empowerment.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Hallmark, 7/8 — Get a head start on holiday fun this weekend!
Linens ’n Things, 7/8 — Back to School Savings: 10% Coupon Inside
Crate & Barrel, 7/8 — Back to fall with new Best Buys office. Colorful bedding sale, too.
Ann Taylor, 7/8 — The Perfect Summer Cardigan is Here! (Do you have yours?)
OfficeMax, 7/8 — Today's Daily Deal + Preorder Windows 7 and Save up to $100
TigerDirect, 7/8 — 4gb USB $7.99...Dual Core PC Kit $199...Acer 22" LCD $139 (Ends 7/8)...50% Off Windows 7
Bluefly, 7/8 — Exclusively for Bluefly - Project Runway Winner Leanne Marshall's New Collection!
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
EB Games, 7/8 — Hugenormous Savings at GameStop!
EB Games has redesigned their emails, making a number of substantive changes: (1) They’ve added a preheader message—although it could certainly be a more informative one. (2) They’ve moved the “powered by GameStop” co-branding up to the header, strengthening the connection between these two brands. I still think this is an area of potential confusion, with the parent company using the brands interchangeably, as they do in the “from” line and subject line of this email. I keep waiting for them to eliminate the EB Games brand and focus exclusively on the GameStop brand. (3) They converted their image-based navigation bar to HTML text links, which will aid in rendering. EB Games had already done an outstanding job of using HTML text throughout their emails, so this was a logical next step. (4) They’ve adopted a color scheme that doesn’t match either ebgames.com or gamestop.com. I wonder if this augurs a site redesign for one or both of the brands. (5) The most glaring change is that they’ve dropped their lists of New Releases, Coming Soon and Best Sellers. I have to say that those were the elements that I most looked forward to. I wonder how many subscribers will take the extra step of clicking through to see those lists now. (6) And lastly, they’ve abandoned their S-curve product grid in favor of a linear arrangement of product images and info.
Here’s the new design (left) and the old design from a June 30 email:
Lane Bryant, 7/8 — Introducing Our New Bra Collection + $50 Instant Savings
I love the “Catch forty winks without going to sleep” messaging in this email. Snappy, fun and on target.
Avon, 7/8 — Be Your Own Boss in 2009 - Sell AVON
Given the current level of unemployment, this recruiting message from Avon will likely find some receptive subscribers. The subject line does a nice job of conveying personal empowerment.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Hallmark, 7/8 — Get a head start on holiday fun this weekend!
Linens ’n Things, 7/8 — Back to School Savings: 10% Coupon Inside
Crate & Barrel, 7/8 — Back to fall with new Best Buys office. Colorful bedding sale, too.
Ann Taylor, 7/8 — The Perfect Summer Cardigan is Here! (Do you have yours?)
OfficeMax, 7/8 — Today's Daily Deal + Preorder Windows 7 and Save up to $100
TigerDirect, 7/8 — 4gb USB $7.99...Dual Core PC Kit $199...Acer 22" LCD $139 (Ends 7/8)...50% Off Windows 7
Bluefly, 7/8 — Exclusively for Bluefly - Project Runway Winner Leanne Marshall's New Collection!
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: AM Inbox, Avon, Branding, Design Issues, EB Games, Email Redesigns, Lane Bryant, Preheaders, Recruiting, Rendering
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posted at 1:25 PM by Chad White
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I love Smith-Harmon's enthusiasm. It's so great to have a connection with people who really "get" and get excited by email marketing. (Truly, there are not that many of us out there!) I count myself very lucky to have found such accomplished enthusiasts to collaborate with on the REI program. They are helping to bring amazing opportunities to fruition with panache.
