The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
HP, 1/17 — HP's Hottest New Gaming Machine is Here! Watch the demo
I’ve been warning marketers about not falling prey to “Back Alley Syndrome” for more than two years now, but I still see major brands directing subscribers to dead end pages like HP does in this email. Watching the demo for their new Phoenix PCs is a major call-to-action that’s right in the subject line, even though it’s a little buried in the body of the email. When you click on that demo image…
…the landing page that you’re taken to (shown below) doesn’t include any product information, an “add to cart” button, a navigation bar, or even HP branding. Subscribers that arrive here are actually forced to go back to the email to make their way to product info. That’s not user-friendly, hurts conversions, and may make some people think that the product isn’t available for purchase yet.
Backcountry.com, 1/17 — New Jackets For Every Condition + Free 2-Day Shipping
A picture really is worth a thousand words—at least the right picture is. And Backcountry seems to have a bit of a knack for finding great ones that communicate cleanly while also being fun and light, like the one in this email. I’ve called out their photography a few times recently (see July 12, 2011 AM Inbox and June 22, 2011 AM Inbox).
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Victoria’s Secret, 1/17 — The All New Gorgeous Collection, Just in Time for Valentine's Day...
Ross-Simons, 1/16 — 25% PLUS 5% Off - Valentine's Gift Guide Debut
Tiffany & Co., 1/16 — Hearts of Gold
J. Jill, 1/17 — Ease into 2012 with 75 new styles + up to 70% off.
SmartBargains, 1/16 — It's not snow, but it is a WHITE SALE. 10 Home Deals Inside.
Lands’ End, 1/16 — Outerwear savings + Free Shipping arrive with the cold - good timing!
Walgreens, 1/16 — Save Up to 50% on Winter Health Needs + EXTRA 15% OFF $50 Vitamins Purchase | 20% OFF All Contacts
dELiA*s, 1/17 — dELiA*s Fashion Alert: New Spring Dresses NOW IN + Free Shipping
The Children’s Place, 1/17 — Up to 40% Off - Spring Sale Starts Today!
Neiman Marcus, 1/17 — Beauty Awards: Your chance to win big, too!
JC Whitney, 1/16 — Get 20% OFF with coupon TWENTY! 2 Days Only!
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