AM Inbox: HPshopping adds more navigation to email design

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

HPshopping, 11/6 — Treat Yourself to The Very Best from HP
HP has added a second column to their email design, repeating the departments in the horizontal nav bar and adding boxes promoting their e-catalog, shipping options and other helpful links. In this email they also deviate from their standard “Your HP Home & Home Office Store Deals - Week of Month Date, Year” subject line format. They’ve deviated before but always come back—presumably recognition is trumping intrigue here.

Here’s the new design…


…and here’s the old design:


Backcountry, 11/6 — Everything you need: 2008 Ski and Board Packages
Retailers seem to be paying more attention to their calls-to-action, abandoning “Buy Now” and “Click Here” for more descriptive and creative calls-to-action. For example, the primary calls-to-action in this email are descriptive—“I’m a Skier” and “I’m a Snowboarder”—while the secondary calls-to-action are more creative—“Drool Here.” SmartBargains probably has the most consistently entertaining calls-to-action.

At the top of the email, Backcountry also notifies subscribers that they’ve modified their privacy policy.



SUBJECTIVITY SCANNER:
JCPenney, 11/6 — Today's the Day for the Perfect Gift
Brookstone, 11/6 — The best holiday gifts are at Brookstone!
L.L. Bean, 11/6 — Order Now, Ship It for FREE--Maine Balsam
RedEnvelope, 11/6 — You give and you give and you give...
Oriental Trading, 11/ 6 — Pick your favorite ornaments & get free shipping
Hanna Andersson, 11/6 — Our Land Of Long Johns, Plus Final Pre-Season Savings
FTD, 11/6 — Limited Time: Save 40% on Thanksgiving Silk Floral
Williams-Sonoma, 11/6 — Delicious Shortcuts from our Thanksgiving Pantry
Cooking.com, 11/6 — Food For Thought: Thanksgiving Pies, Cookies & More Desserts
Blair, 11/6 — Election winners as low as $3.99
Gap, 11/6 — Today's Our Birthday. Your Gift: Free Shipping + 10% Off
Banana Republic, 11/6 — Fabulous new party looks have arrived
MLB, 11/6 — Shop for your own little rookies.
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