Norm Thompson, 4/7 — 15% off Calida, robes, slippers...all sleepwear! 2 days.
If three makes a trend, then there’s a nascent trend toward adding opt-out links at the top of emails. As you see in this email, Norm Thompson has added one. That’s in addition to 1-800-Flowers.com, which started doing it last month (see Mar. 11 AM Inbox), and PC Connection, which has been doing it for a long time. And that’s in addition to Overstock, which has an “Update Preferences” link at the top of their emails (see Sept. 10 AM Inbox).
The key benefit of this placement appears to be a reduction in spam complaints, with the higher placement of the opt-out link better able to compete with the “report spam” button. At the Email Evolution Conference, Andrew Kordek of Groupon said that when they added a second opt-out link at the top of their emails in January that spam complaints have dropped 30%. Lower spam complaints translate into higher deliverability—and ultimately more conversions. Perhaps retailers are slowly coming around to seeing their opt-out link placement through this lens.
Coldwater Creek, 4/7 — Over 350 NEW ITEMS up to 50% off + FREE SHIPPING in Outlet!
Coldwater Creek has redesigned their outlet emails, adding a lot more textural elements. The previous design was pretty flat, so they’ve added a handwritten font and tilted the product images to create a less rigid product grid. The new design also makes greater use of buttons for the calls-to-action and adds a navigation bar—plus the new design is in sync with the redesign of the Coldwater Creek Outlet site. Here’s the new design:
And here’s the old design from a Mar. 17 email:
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Crutchfield, 4/7 — It's been a long, cold winter...warm up with outdoor speakers
Montgomery Ward, 4/7 — New for Summer: Outdoor Furniture, Accents & More!
Target, 4/7 — Feel-good finds: Our medicine cabinet is stocked with health solutions.
SmartBargains, 4/7 — SMART is...
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