RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:
Eddie Bauer, 2/19 — Get a sneak preview of our NEW website + Free Shipping!
Eddie Bauer announces that they’ve redesigned their website. For the time being, you can see the new version here and the old version here. Regarding the redesign, one change is that they’ve moved from a subscribe link to a sign-up field on their homepage. According to the most recent Retail Email Subscription Benchmark Study, 73% of major online retailers use a field over a sign-up link. Regarding the email, they could have listed some of the benefits of the redesign like inventory visibility earlier in the shopping process and larger images. Those benefits are detailed on the site, but why not mention the most important ones in the email rather than forcing subscribers to click twice to get to that information?
Gap, 2/19 — Get Some Color
I’ve mentioned in the past that Gap includes links to the other versions of their emails (women’s, men’s, baby, etc.) in each of their emails, but this is the first time that they’ve brought those links up into the main body of the email. Usually they just sit at the bottom of the email; you can see them at the very bottom of this screenshot. It’s smart of Gap to highlight their other email content more prominently from time to time to see if they can engage subscribers across multiple departments.
SmartBargains, 2/19 — 2008's hottest sandals already on sale, plus free shipping
I like how SmartBargains works some brand positioning into this unique call to action.
SUBJECTIVITY SCANNER:
Office Depot, 2/19 — Week of Savings: President's Day Sale
Banana Republic, 2/19 — Spring's Statement Coats Reinvent City Style + a special offer for you...
Lands’ End, 2/19 — 2008 Swimwear is here! With more options than ever
Drs. Foster & Smith, 2/19 — Winter Skin & Coat Care
Spiegel, 2/19 — 5-Hour Lunchtime Sale: Extra Savings on Jackets & Blazers!
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