AM Inbox: Another convert to the preheader message

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RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from our inbox this morning:

Lands’ End, 2/26 — Rugby Beach Towels soak-up the competition!
Lands’ End has added a preheader message to their emails, providing a quick text-only summation of the main message of the email and a text link call-to-action. Lands’ End introduced the change starting with a Feb. 22 email. Preheader messages help communicate the message of the email when images are blocked and when it’s viewed on a mobile device—and it’s a growing trend among retailers.



Ralph Lauren, 2/26 — Men's Shirts & Ties For Spring & Free Shipping
This is a good example of tapping existing website content for your email newsletter. Ralph Lauren’s RL Style Guide contains 30 bite-sized pieces of advice on a range of fashion choices. In this email, as they’ve done in the past, they tap that store of ready-made content for their emails—and it links back to the RL Style Guide so subscribers can find more tips and advice.



SUBJECTIVITY SCANNER:
Oriental Trading, 2/26 — $0 shipping + hundreds of values for St. Pat’s fun
MLB, 2/26 — Celebrate the luck of the Irish.
Crate & Barrel, 2/26 — Introducing eco-friendly sofas and chairs
Sephora, 2/26 — Why we heart Philosophy (Hint: Their new exclusive set!)
Art.com, 2/26 — 25% Off the Entire Site + New Vintage, Murals & more
Bass Pro Shops, 2/26 — Shop New Turkey Calls at Basspro.com
L.L. Bean, 2/26 — 15 Colors, 10 Styles--1 Unbeatably Soft Shirt
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