1-800-Flowers.com, 9/29 — One Dozen Long Stem Red Roses, just $19.99 - Last Chance!
1-800-Flowers has redesigned their email template, going with a much lighter, minimalistic approach. Abandoning their arts-and-crafts aesthetic, the new template puts more emphasis on the product and messaging. It remains to be seen whether this email represents a 100% turn away from longer promotional emails in favor or shorter, more focused ones. One disappointment in the new design was the continued use of graphical text for the navigation bar. The new one is so simple that there’s really no reason not to use HTML text for it. Here’s the new design:
And here's the previous design from a Sept. 27 email:
Hallmark, 9/29 — Mark your calendar for Keepsake Ornament Debut, Oct 9-10
Hallmark is the second retailer in recent months to use a “add to calendar” call-to-action (see June 14 AM Inbox). This email, which promotes the debut of keepsake ornaments in stores, includes a strong social sharing call-to-action as well. It’s too early to say, but this email may also contain the first holiday navigation bar with the link to the Keepsake Ornament Club. We’ll see if this is a one-off navigation bar to support the message of the email or whether it’s a more permanent change.
On the down side, Hallmark missed a perfect opportunity to use an animated gif to demonstrate the light show these ornaments are capable of putting on. Showing is so much more powerful than telling. Despite animated gif usage being up more than 120% year-over-year among retailers, Hallmark is the second retailer in a week to miss a golden opportunity to use animation; Williams-Sonoma was the other (see Sept. 24 AM Inbox).
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Saks Fifth Avenue, 9/28 — BAZAAR'S Glenda Bailey's Picks only at saks.com
Spiegel, 9/28 — SPIEGEL+ HARPER'S BAZAAR Present New Looks In Ponte Knit!
Harry & David, 9/28 — Celebrate 'Good Neighbor Day' with 20% OFF your entire purchase
Brookstone, 9/28 — Ghosts and witches love the CandyMan on Halloween
Bloomingdale’s, 9/29 — High-Tech Jackets for Him + 20% Off Friends & Family
Frederick’s of Hollywood, 9/28 — Obsessing over boots? We are, too.
L.L. Bean, 9/28 — First Look: NEW Outerwear + Free Shipping
Sports Authority, 9/28 — Fleece For All + Cash Cards Up To $75
Neiman Marcus, 9/29 — Now on InSite: Reinvent outerwear with NEW statement coats
Gap, 9/28 — Winter Preview: 25% Off For the Whole Family + Free Shipping on $100
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