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 :)!!!

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.

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!

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!?!?

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.