Highlight of the Week - Younkers Gets It!

I don't know exactly when it happened, but the midwest regional retailer Younkers - owned by Saks Incorporated - has finally created an email that works! 

The shift to more effective design includes:

1. more links to choose from
2. more visual motivation to click those links
3. and greater access directly to parts of their web site that interest me.

Now, on the the next step: Personalization!  Perhaps they already have this in the works, but ideally Younkers would send me something more directed to my buying habits.  So many campaigns like this one are created with a one-size-fits-all mentality.  This is surprising - especially for the larger companies spending huge dollars on advertising - that marketing can't figure out the simple task of targeting via email.  This strategy is so available and so affordable that I am baffled it is not more often utilized.

This is not a new issue.  Back in 2005 JupiterResearch was writing about it - read their assessment here >>