Return On Subscriber - Email Marketing Blog

Threadless is a hip t-shirt company that allows users to upload designs and create t-shirts for sale through their site.  After receiving emails from them for a while now, I noticed a feature of their email design that I am clicking on more and more: “Browse everything that’s in stock in your size:”.

I have never been a huge fan of website navigation “above the fold” in email marketing designs, as I feel it will receive clicks from users that aren’t reading offers/content in the email.

But this type of navigation is effective for me because it puts me directly into a shopping situation.  Now, If my size has already been selected, I am only a click or 2 away from purchase. A very targeted situation.

If your ecommerce system allows you to create this view and provides a URL for it, give it a try. You may see some addtional conversions.