The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:
Nike Store, 10/4 — Welcome to the All-New Nike.com
In announcing the relaunch of their website, Nike has redesigned their email template, going with a super clean, almost minimalist design that’s clearly aimed at mobile readers. The new design is a narrow 550 pixels wide, down from 690 pixels wide previously (including a fixed 40 pixel left-hand gutter). They jettison the Nike Store name from the logo and go with just the swoosh. They also ditch the navigation bar, which is perhaps a bad move considering they don’t have any kind of recovery module either. The administration links at the bottom of the email have also been consolidated and reduced. Besides the reduced number of paths out of the email, my other concern is the excessive use of white space and the negative impact that has on readability when scaled down for smartphones. It’s the same concern I had with an Abercrombie & Fitch email a while back (see Aug. 4, 2011 AM Inbox). White space is a good thing, but on small screens large, easy-to-read type is also. The balance seems off here to me.
Here’s the new design (left) and the previous design from a Sept. 28 email:
SUBJECTIVITY SCANNER: Select noteworthy subject lines
Art.com, 10/4 — Up to 30% off + American Icons: Who's got your vote?
Sears, 10/4 — Start today! Discover Columbus Day deals on mattresses, coats, tools & more!
Barnes & Noble, 10/4 — Special Café Offer & More This Columbus Day!
The Children’s Place, 10/4 — Up to 75% Off - Columbus Day Event!
Oriental Trading, 10/4 — Plan your Halloween party - get free shipping!