AM Inbox: Longer preheader messages appearing

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The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

eBags, 7/24 — Final Day for extra savings + free shipping. See top 20 deals before it's too late.
Retailers are embracing preheader messages to the point that we’re starting to see some pretty long ones, like this one and the one that Art.com had last week (see July 23 AM Inbox). The preheader space is very valuable real estate so be succinct, but don’t be afraid to experiment with longer messaging. But if you’re thinking of using a longer preheader message, consider dropping your whitelisting instructions or “click to view” language, or at least minimizing it. For more on preheaders, check out the Retail Email Rendering Benchmark Study.



Macy’s, 7/26 — Hurry! Shop now for a special discount at our Semi-Annual Furniture Sale
In my 7 Tactics for Driving Traffic to Stores with Email report I talked about “pick up in store” programs, but in the email uses a “browse in store” tactic with their new MyMacy’s furniture program. The program recognizes that many people want to see, touch and try out furniture before buying, so they use their inventory visibility to show people the furniture that’s available in local stores and to give them the location of those stores. It’s then up to the customer whether they want to buy in the store or go home and buy it online.



Home Depot, 7/25 — Online Exclusive: $10 Off a $100 Purchase
With the Olympics starting on Aug. 8, I suspect that we’ll start seeing lots more Olympic messaging and themes.



SUBJECTIVITY SCANNER: Select noteworthy subject lines
RadioShack, 7/27 — Best School Stuff Ever, Plus Web-Only Savings
CompUSA, 7/25 — CompUSA's Back to School Buyer's Guide: Laptops, LCDs, PCs, Cell Phones & More
Office Depot, 7/25 — Back to School Gear at Must Have Prices
REI, 7/25 — REI News: Expert Paddling Advice
Kmart, 7/25 — Sparkle More, Spend Less, Save up to 70%
SmartBargains, 7/25 — 14 hot sales PLUS 10% more off. Tahari, Kate Spade, Gucci...
Norm Thompson, 7/25 — Dazzling batik prints! + New deeper discounts.
Finish Line, 7/25 — 100 Years Old And Still Kickin' [promoting Converse shoes]
Orvis, 7/25 — Rave reviews! See our latest 5-star customer favorites.
Blair, 7/26 — Deals under $20 and shipping under a buck
RitzCamera, 7/26 — Adobe Software for Photo, Video, Web, & More
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