AM Inbox: Two approaches to HTML text TOCs

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

AllPosters, 6/4 — 20% Off Everything: Black & White and More!
Take a look at how AllPosters leads off its emails: with a HTML text table of contents with links to the bookmarked items in the email. If images are blocked, the text TOC gives a helpful rundown of what’s in the email. The TOC also ensures that a rundown of the contents of the email shows up in the preview pane, if one is used. In this email, the first two items of the four items in the TOC contain a mix of images and text, so even if images are blocked a reader could navigate down to those sections and come away with the pertinent information. But the other two items wouldn’t render at all, although AllPosters does use alt text for those images to help out.

Interestingly, Art.com, which is owned by the same parent company, has a similar set up with the HTML text TOC. However, instead of having links that help navigate the email, their links take you to the Art.com homepage or to landing pages. Although Art.com has the “Can't see any images? Click To View!” line under the TOC, the TOC effectively replaces that view online link. So we’ve got two different approaches to same idea. But either way, having an HTML text TOC at the top of your emails makes a lot of sense considering the higher usage of image blocking and preview panes.



Neiman Marcus, 6/4 — FREE SHIPPING + How to take your dress from day to night
This is a nice creative that shows the versatility of a dress and the power of accessories—and increases the chances of selling both.



SUBJECTIVITY SCANNER:
RedEnvelope, 6/4 — Why man discovered fire. [promoting grill-related Father’s Day gifts]
Brookstone, 6/4 — Great gifts for Dad at every price!
Old Navy, 6/4 — Wear-To-Work Looks With Chic, Summer Style
Dick’s Sporting Goods, 6/4 — Father's Day Shop - Guaranteed Delivery by June 17
Saks Fifth Avenue, 6/4 — FREE SHIPPING and Everything Dad WantsMacy’s, 6/4 — Free Shipping + Father's Day Gift Sale - shop now!
Harry & David, 6/4 — SAVE 10% on the Top 5 Gifts for Father's Day
Bloomingdale’s, 6/4 — In His Element: Father's Day Is June 17th
Diamond.com, 6/4 — Be the Belle of the Ball! Save an Extra 20% plus Free Shipping.
Nordstrom, 6/4 — Jeweled Flats for Summer Party Dresses
Crate & Barrel, 6/4 — black and white and affordable all over
PetSmart, 6/4 — Summer play apparel, free shipping & more