AM Inbox: Sam’s Club’s email redesign
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RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:
Sam’s Club, 6/5 — Fantastic Savings for Father's Day
There are a few really interesting things about this email: First, Sam’s Club is the only major retailer that I’m aware of that has a link to click on if the search function in the email is disabled. Search boxes as always disabled on my computer, so it’s cool to see that—although it’s a bit too far away from the search box for my tastes. Clicking on that link takes you to Sam’s Club’s homepage and places the cursor in the search box there.
Second, that search box is a relatively new addition that came right before Sam’s Club did a bit of an email redesign last month. Here’s yesterday’s email…
…and an email from May 7, the last email before the redesign and the second email to have the search box and “disabled search” link:
And third, Sam’s Club is also one of the few retailers to have a link to view the email on your “handheld PDA,” which is great. There’s definitely movement in that direction. To quibble, I assume they mean “digital devices,” that it works for more than just PDAs. Also, they could be more succinct with their wording up top. Working from the principles discussed in an article by EmailLab’s Stefan Pollard about calls to action, that language can be reduced to 173 characters from 272 characters (and to two lines from three) by recasting it as:
SUBJECTIVITY SCANNER:
NFLshop, 6/5 — Father's Day Gifts + Save 50% on Express Shipping
Ralph Lauren, 6/5 — Perfect Gifts for Dad & Free Shipping
Coach, 6/5 — New Signature Stripe and Father's Day Gifts
Barnes & Noble, 6/5 — This Week -- 40% Off Three Books for Dad, Oprah's Latest Pick, More
Hallmark, 6/5 — Save 20% on the perfect Hallmark gift for Dad
Bloomingdale’s, 6/5 — Polo Ralph Lauren, A Father's Day Tradition
Sears, 6/5 — Cool Gifts for Dad: Save on Tools, Electronics, & More
Wal-Mart, 6/5 — Latest Electronics For Dad
Sportsman’s Guide, 6/5 — Father's Day (6/17/2007) Gifts... Valuable Guide Coupon
Art.com, 6/5 — Up to 30% Off coupon inside + NEW! Outdoor Art
Banana Republic, 6/5 — Plan your Summer getaway with essential warm-weather styles...
Gap, 6/5 — The Top 7 Trends For Summer. Plus New Reduced Prices
Drs. Foster & Smith, 6/5 — DIY: 8 Steps to Dog Grooming Success
Williams-Sonoma, 6/5 — Exclusive: Mesh Fry Pan for Perfect Grilling
RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:
Sam’s Club, 6/5 — Fantastic Savings for Father's Day
There are a few really interesting things about this email: First, Sam’s Club is the only major retailer that I’m aware of that has a link to click on if the search function in the email is disabled. Search boxes as always disabled on my computer, so it’s cool to see that—although it’s a bit too far away from the search box for my tastes. Clicking on that link takes you to Sam’s Club’s homepage and places the cursor in the search box there.
Second, that search box is a relatively new addition that came right before Sam’s Club did a bit of an email redesign last month. Here’s yesterday’s email…
…and an email from May 7, the last email before the redesign and the second email to have the search box and “disabled search” link:
And third, Sam’s Club is also one of the few retailers to have a link to view the email on your “handheld PDA,” which is great. There’s definitely movement in that direction. To quibble, I assume they mean “digital devices,” that it works for more than just PDAs. Also, they could be more succinct with their wording up top. Working from the principles discussed in an article by EmailLab’s Stefan Pollard about calls to action, that language can be reduced to 173 characters from 272 characters (and to two lines from three) by recasting it as:
View this message online or on your Handheld PDA.
Ensure you always receive the latest information from Sam's Club by adding samsclub@email.samsclub.com to your address book.
SUBJECTIVITY SCANNER:
NFLshop, 6/5 — Father's Day Gifts + Save 50% on Express Shipping
Ralph Lauren, 6/5 — Perfect Gifts for Dad & Free Shipping
Coach, 6/5 — New Signature Stripe and Father's Day Gifts
Barnes & Noble, 6/5 — This Week -- 40% Off Three Books for Dad, Oprah's Latest Pick, More
Hallmark, 6/5 — Save 20% on the perfect Hallmark gift for Dad
Bloomingdale’s, 6/5 — Polo Ralph Lauren, A Father's Day Tradition
Sears, 6/5 — Cool Gifts for Dad: Save on Tools, Electronics, & More
Wal-Mart, 6/5 — Latest Electronics For Dad
Sportsman’s Guide, 6/5 — Father's Day (6/17/2007) Gifts... Valuable Guide Coupon
Art.com, 6/5 — Up to 30% Off coupon inside + NEW! Outdoor Art
Banana Republic, 6/5 — Plan your Summer getaway with essential warm-weather styles...
Gap, 6/5 — The Top 7 Trends For Summer. Plus New Reduced Prices
Drs. Foster & Smith, 6/5 — DIY: 8 Steps to Dog Grooming Success
Williams-Sonoma, 6/5 — Exclusive: Mesh Fry Pan for Perfect Grilling
Labels: AM Inbox, Email Redesigns, Mobile Devices, Preheaders, Sam's Club
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posted at 11:26 AM by Chad White
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.
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