I'd originally planned to use this post to scold Burberry for designing their emails again and again in a way such that the preview pane view is woefully unhelpful. (I've animated through five examples at left to give you the gist of it; please click the thumbnail to experience it at full size.) It's impossible to tell what the messages are about - and just as tough to find a point of click-through - without scrolling down.

Now, a question arises in my mind: is Burberry repeating this not-best practice because it's actually working for them!? Perhaps their data shows that, despite popular belief, the mystery actually encourages scolls and clicks. Burberry - reveal your secret to the email creative community!!!

All - please share your thoughts. Have you done any testing to support either my initial instinct or my new re-think?

From: Burberry
Subject Line: Arrive in Style with Accessories from Burberry.com
Date: Thursday, February 7, 2008
View the email >
BTW: This shoe is frickin' awesome.

From: Burberry
Subject Line: Shop our New Handbags & Accessories Online
Date: Friday, March 14, 2008
View the email >
BTW: Crazy/Beautiful?

From: Burberry
Subject Line: The Latest Selection of Outerwear plus Complimentary Shipping!
Date: Tuesday, March 25, 2008
View the email >
BTW: Am I interrupting something?

From: Burberry
Subject Line: Shop Women's & Men's Spring Styles at Burberry
Date: Friday, April 4, 2008
View the email >
BTW: How nice of those British boys to keep her standing.

From: Burberry
Subject Line: Shop Online - The NEW Burberry Spring/Summer 2008 Brochure
Date: Tuesday, April 10 2008
View the email >
BTW: How many iterations of two guys and a girl can we actually tolerate?

P.S. This blog is dedicated to Nicole Cobble :)!!!

Posted by lfharmon at 09:52 PM | Permalink | Comments (0)

From: J.Crew
Subject Line: Spring arrivals (new, new + new)
Date: Monday, March 31, 2008

Don't get me wrong; I totally like this J.Crew handwritten treatment, but I have to say that it's a pretty obvious borrow from Barneys circa 2006. Kind of like when you copy the cool girl's handwriting in grade school.

Semi-related: I bought something a little bit ridiculous from J.Crew last weekend: Deep Yellow Jelly Ballet Flats!? Are they awesome or totally lame? This is a formal feedback solicitation.

Posted by lfharmon at 10:28 PM | Permalink | Comments (3)

From: Starbucks.com
Subject Line: Starbucks is doing something big in Seattle.
Date: Friday, April 4, 2008

From: Jamba Juice
Subject Line: Jamba Breakfast – On Us
Date: Monday, April 7, 2008

Is this the world's biggest coincidence, or did Jamba hear about Starbucks and go head-to-head with them on the morning of April 8!?!? Looks like "a clear invitation to the dance*" if you ask me. I'd love to know if anyone has info ;).

* Quote quiz: Name that movie!

Posted by lfharmon at 10:42 PM | Permalink | Comments (0)

From: Saks Fifth Avenue
Subject Line: Watch Fashion in Action
Date: Saturday, April 5, 2008

The email's a snore, but Saks' Video Catalog is MAGIC! This is the most practical and useful marriage of video and commerce I've seen yet. It's fantastic to be able to watch the way a garment moves and falls on a figure; it gives us one more reason to shop online instead of making a real-life retail store stop. Check it out >

P.S. After browsing the Video Catalog, don't you just hate how much BETTER this email could have been!?!?

Posted by lfharmon at 09:28 PM | Permalink | Comments (0)

From: Apple
Subject Line: Test-drive MacBook Air at the Apple Retail Store.
Date: Tuesday, April 1, 2008

Hey, get your data right, Steve-o! Not only did I already buy one at a retail store, but you emailed me a PDF receipt! (Which was cool, by the way, and so's the laptop.) Still - particularly for a higher pricepoint purchase like this - it makes sense to cobble together a suppression list so us early adapters feel like you still care.

Posted by lfharmon at 11:01 PM | Permalink | Comments (0)

From: Michael Kors
Subject Line: Now online: The NEW Spring Catalog
Date: Tuesday, March 4, 2008

After a very rainy winter in Seattle, and in an inbox full of emails about shoes, I have to say I found this image of bare feet really refreshing. It's not that often that you get an email that actually shows feet. Think about it. It's stimulating, remembering what it feels like to walk around barefoot outside.

Posted by lfharmon at 11:44 AM | Permalink | Comments (0)

From: Coach
Subject Line: Introducing Signature Stripe: Online Today and In Stores Monday
Date: Friday, February 8, 2008

I'm a fan of the enviro-silo photo mix. Square-cut environment shots set the mood, bring lifestyle into the design and show product in use, while silhouette photography is great for featuring product details and close-ups. Visually, adding silos to the mix (as opposed to a grid of many square-cut shots) opens up the design and keeps file size light. Try it, you'll like it ;)!

Posted by lfharmon at 11:11 AM | Permalink | Comments (0)