Anatomy of an email: Anthropologie

E-mail, short for “electronic mail” is one of the most widely used forms of digital communication. It can be used from nearly any device, and unlike paper mail, it is delivered nearly instantly. E-mail is used in all strata of society and has endless possibilities for personal and professional uses. It can be used to send messages, links, images and files, essentially everyone on the planet who uses computers will use e-mail. It powers business and connects families together across continents, and the best part of all is that it is essentially free. People use e-mail on personal computers, mobile phones, tablets, even on ‘smart’ televisions!

But here we go. Sending emails has already become our sort of became an automatic process and we don’t even think about its structure. People think that it’s an easy thing to do, but no. Let’s just see.

With in-store visuals that belong more in an art gallery than a mall, you can imagine the kind of designers behind these visions come to life. The same thing is happening with sending emails. You have to think structurally and always pay attention to details (topic, object, body part etc). You know, the type of people who truly put their heart and soul when building the anatomy of their emails.  We tried to figure out how to improve our email-marketing skills and wrote a very good article which will introduce you to the beauty of email anatomy and why it works:

7 takeaways for your own marketing strategy

  1. Don’t be afraid to switch up your header.

The monogram “A” in the header reminds the reader who the email is from, but appears a little more personal than their traditional logo. The “2018 gifting” in handwritten font also gives off a cozy holiday letter feel.

  1. Organize your email in a creative way that maintains visual interest.

The heroes of this email are undoubtedly the hand-painted personas. Not only do they create and continue visual interest through the entirety of the email, they also help organize the content and introduce the next person to be quoted. Organization doesn’t always have to end with lists and graphs—Consider presenting information in a creative way!

  1. Look to your in-house experts for content.

While we already know Anthropologie produces beautiful products, it’s fun to hear their in-house experts speak to their work. It’s kind of like asking your server what their favorite thing is on the menu. The content is interesting because they know the products best, but it also builds their credibility as fashion and design experts!

  1. Match the tone of your copy with the style of your design. 

These quotes don’t include any sales language at all, but because there’s a real, true human element behind them, they are likely to be effective. This copy choice creates a thoughtful tone, like talking to a friend. It pairs well with the approachable design style.

  1. Create cohesiveness.

Here we see a nod to the handwritten style from the header fonts. It’s important to continue the themes you begin, and Anthropologie has done a great job of intentionally emphasizing a friendly tone using every element.

  1. Use cause marketing to support nonprofit organizations.

Just when we thought it couldn’t get any better, Anthropologie uses cause marketing! By mentioning that a portion of sales will go toward Project Night Night, they show what they stand for as a company and make the reader feel good about any purchases they make.

  1. Don’t add distractions.

At the footer of the email, we see links to other merchandise categories in tasteful neutral colors that don’t take away from the focal points of the email.

Wrap up

Anthropologie is a great example of a company who delivers a message in a way that surprises and delights their customers. From customized design to thoughtful copy, they’ve thought of everything needed to create an intentional email experience. Consider adding some of these elements to your next send, and show your subscribers they are worth the investment.

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