AM Inbox: Contrarian Northern Tool redesign
The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
Northern Tool, 7/2 — Hurry, Final Weekend To Save
Northern Tool has redesigned their emails, making mainly cosmetic changes to bring their email design in line with their website’s. Contrary to current trend, Northern Tool made their logo, header and navigation bar taller, increasing its height about 40% to about 175 pixels. While none of the links in the nav bar changed, they changed the color scheme to white on black from black on yellow. Their new product grid includes the star rating of each product and a link to the product’s category page, but otherwise is unchanged. The new design also adds a light grey background around the email’s body. About 15% of retailers use background colors to frame up their emails, according to our Soon Even More Emails Won’t Be Optimized for Width report. With this email, they’ve also added links to their Facebook and Twitter pages.
Here’s the new design (left) and the old design from a June 18 email:
Urban Outfitters, 7/2 — Liberty, justice & long weekends for all...
What do tigers, planets and sticks of dynamite have to do with the 4th of July? Absolutely nothing. But coming from Urban Outfitters, with their quirky, indie, artsy aesthetic, this season’s greeting seems completely reasonable and fun.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Oriental Trading, 7/2 — Independence Weekend Special - 17.76% off ANY order
J. Jill, 7/2 — Let the fireworks begin! Take 25% off already-reduced items.
J&R, 7/2 — J&R 4th of July Sale: 22 Inch LCD Monitor Now $139.99 + Free Shipping!
Walgreens, 7/2 — July 4th Print Sale: 10 Cent Prints
Sportsman’s Guide, 7/2 — 4TH of JULY Sale!... Shipping Coupon from The Guide
Office Depot, 7/2 — 4th of July Sale - Only 3 More Days to Save
TigerDirect, 7/2 — July 4th Super Deals: 24" 1080p LCD $199...Acer 160gb Netbook $219...Toshiba 32" HDTV $419 & More
Home Depot, 7/2 — Our 4th of July Savings Event is Here!
MLB, 7/2 — MLB Celebrates July 4th with 2 Big Events
Lands’ End, 7/2 — Surprise offer awaits! All-American savings begin today.
Musician’s Friend, 7/2 — Musician's Friend: Private Red, White & Blue Salute
Hanna Andersson, 7/2 — New! The School Uniform Meets Hanna Quality
Diamond.com, 7/2 — July's Birthstone - Rubies - 20% OFF Plus Free Shipping
Ralph Lauren, 7/2 — The 2009 Wimbledon Collections Have Arrived
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Northern Tool, 7/2 — Hurry, Final Weekend To Save
Northern Tool has redesigned their emails, making mainly cosmetic changes to bring their email design in line with their website’s. Contrary to current trend, Northern Tool made their logo, header and navigation bar taller, increasing its height about 40% to about 175 pixels. While none of the links in the nav bar changed, they changed the color scheme to white on black from black on yellow. Their new product grid includes the star rating of each product and a link to the product’s category page, but otherwise is unchanged. The new design also adds a light grey background around the email’s body. About 15% of retailers use background colors to frame up their emails, according to our Soon Even More Emails Won’t Be Optimized for Width report. With this email, they’ve also added links to their Facebook and Twitter pages.
Here’s the new design (left) and the old design from a June 18 email:
Urban Outfitters, 7/2 — Liberty, justice & long weekends for all...
What do tigers, planets and sticks of dynamite have to do with the 4th of July? Absolutely nothing. But coming from Urban Outfitters, with their quirky, indie, artsy aesthetic, this season’s greeting seems completely reasonable and fun.
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Oriental Trading, 7/2 — Independence Weekend Special - 17.76% off ANY order
J. Jill, 7/2 — Let the fireworks begin! Take 25% off already-reduced items.
J&R, 7/2 — J&R 4th of July Sale: 22 Inch LCD Monitor Now $139.99 + Free Shipping!
Walgreens, 7/2 — July 4th Print Sale: 10 Cent Prints
Sportsman’s Guide, 7/2 — 4TH of JULY Sale!... Shipping Coupon from The Guide
Office Depot, 7/2 — 4th of July Sale - Only 3 More Days to Save
TigerDirect, 7/2 — July 4th Super Deals: 24" 1080p LCD $199...Acer 160gb Netbook $219...Toshiba 32" HDTV $419 & More
Home Depot, 7/2 — Our 4th of July Savings Event is Here!
MLB, 7/2 — MLB Celebrates July 4th with 2 Big Events
Lands’ End, 7/2 — Surprise offer awaits! All-American savings begin today.
Musician’s Friend, 7/2 — Musician's Friend: Private Red, White & Blue Salute
Hanna Andersson, 7/2 — New! The School Uniform Meets Hanna Quality
Diamond.com, 7/2 — July's Birthstone - Rubies - 20% OFF Plus Free Shipping
Ralph Lauren, 7/2 — The 2009 Wimbledon Collections Have Arrived
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: 4th of July, AM Inbox, Email Redesigns, Northern Tool, Season's Greeting, Social Networks, Urban Outfitters
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posted at 10:01 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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