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Aug 20, 2007

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Chad White

Why sure, I'll comment. It looks like Kmart, after introducing the Best of Blue earlier this month, is trying to train subscribers to scroll down to see this feature. If you know that it's going to be in many of their emails then you'll look for it and it doesn't have to be at the top of each email. Instead, you put it at the bottom and it drives folks to scroll down through the email, exposing them to other content along the way. Seems smart to me.

Musician's Friend, which has a similar feature, has theirs at the top of the right-hand column in their emails. But it's a lot smaller item graphically so it's easier to squeeze it in there without sucking up too much prime real estate. So there's definitely room to experiment with the placement of these click-through mystery deal boxes.

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