RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:
AbeBooks, 1/28 — The Avid Reader: A New Design, Modern Myth and the Most Expensive books sold in December
Earlier this month I pointed out that AbeBooks had redesigned their email newsletter (see Jan. 7 AM Inbox). Well, it turns out that was just a special holiday series. Today they unveiled their new design, which also includes a more casual, less book-jacket-y tone. I knew a redesign was coming but was juked by the holiday emails. Anyway, so about the redesign… First, they moved the navigation column to the left-hand side of the email—and even have a bit of three-column design through the first couple of screens of the email.
Second, the email is long—about five full screen lengths (and even longer on lower resolution settings). I just give you the top portion here. Further down there’s a 385-word article about books vs. digital media. At the end of the article they direct you to their blog, Reading Copy, and ask for comments, which appear to be email in to them. I would have considered teasing the article in the email with the first graph or so and then linking to the full article on their blog. Now only would that same some place in the newsletter, it would give them the freedom to run longer articles, allow readers to comment publicly and direct traffic to the blog for further engagement. Third, the section breaks include teasers and links to quizzes, lists, etc., but I think they get a little lost in the design since the text is a bit small and light grey.
And finally, AbeBooks puts their list of the most expensive books sold in December toward the very end of the email, which is smart. I know that this list is very well read, so teaching people that it’s located at the end will entice them to scroll through the email, discovering book reviews, promotions and other content along the way. But I did wonder if this list should have been highlighted in the “In This Issue” box at the top of the email (it’s included in the “On the Site” section).
Here’s the new design (left) and the old design from a Nov. 27 email:
Williams-Sonoma, 1/28 — Welcome to Our New Williams-Sonoma Site
Williams-Sonoma and relaunched their website. They also tweaked the formatting of their preview pane message, left-justifying the content summary and right-justifying the whitelisting instructions and “View this email with images” link. They introduced that change in a Jan. 23 email.
Hallmark, 1/28 — FREE SHIPPING plus $10 off roses--last chance!
In this email, Hallmark uses their send-to-a-friend functionality to urge female subscribers to forward this Valentine’s Day email to their “wonderful guy.”
SUBJECTIVITY SCANNER:
NFLshop, 1/28 — NFLShop.com: Get Super Bowl Gear - 50% Off Express Shipping
Cooking.com, 1/28 — Super Party: Recipes for Appetizers, Dips & Warm Sandwiches
Brookstone, 1/28 — Find the world's coolest Valentine's Day gifts!
1-800-Flowers, 1/28 — 36 Sweetheart Roses for $29.99 + FREE Valentine's Bear!
RedEnvelope, 1/28 — Save 15% on Valentine gifts for every type of guy
Diamond.com, 1/28 — The Perfect Valentine’s Day Gifts. Save 20% plus FREE Gift
Wal-Mart, 1/28 — Valentine’s Day: Wow Them With Gifts They’ll Love
Dick’s Sporting Goods, 1/28 — Free Shipping on Select Baseball Bats + Gloves
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