Anatomy of a Marketing Email
Email marketing is actually one of my favorites. You've got seconds to make an impact on a shopper — if they even open the message. Copywriters get to flex their muscle with a strong headline, doing all the hard work of simply getting the shopper to open the message in the first place, and the visuals need to look both familiar (this is a brand I trust!) and new (wait, why did I want emails from this company again?)
So, how exactly does an email coming from a brand work?
First, let's introduce a new product.
Next, let's talk a little bit about our new product and give 'em a call to action.
And for some icing on the cake, let's throw in a promotion.
But wait, there's more!
Any more products or categories that need a mention? Great.
Let's wrap this up and hit 'em with the socials and legal.
There's a place for deep, rich storytelling about a brand or product, but email marketing usually isn't the place. It's got to be quick, and these simple campaigns have been successful for both our client and our shoppers.
Various email campaigns from around 2019–2022.
Credits
Art Directors: Brian Hayes & Courtney Petersen
Copywriters: Carrie Schneider & Anthony Maggio
