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Anatomy of an Email and Checkpoint 4

Lesson 19 from: Email Marketing Fundamentals Using Mailchimp

Jon Chang

Anatomy of an Email and Checkpoint 4

Lesson 19 from: Email Marketing Fundamentals Using Mailchimp

Jon Chang

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Lesson Info

19. Anatomy of an Email and Checkpoint 4

Lesson Info

Anatomy of an Email and Checkpoint 4

And now let's talk about the design and copy most appropriate for different kinds of emails And I love this because we get to dissect a few different kinds of emails that would be appropriate for different kinds of clients of yours as well. This first one looks at the anatomy, it's a Kickstarter email which is a combination of editorial as well as engagement. We're asking people to take actions while also kind of educating them and getting them associated with the brand. You can see in this example you need a header, then a header image, then header copy everything from here and above is essentially the things that they're going to see immediately when they open the email and it draws them in so make sure that's captivating. So they keep scrolling. Then you have this large ambiguous section that's just filled with things called modules and cards modules and cards. These are just smaller sections that allow you to call out specific key performance indicators, specific products, really a...

nything that you want. Just knowing that these are smaller items to be digested and then finally you have what's called a footer. It's more so for legalese you need your address who the email is being sent from but then G. D. P. R. And can spam compliance because every user needs to be able to opt out of your emails to do that. They need to click on a button that pops them out specifically. Otherwise when it's too ambiguous they actually instead just hit spam and that's when you are in violation of G. D. P. R. And can spam. So now look at these other emails cards can be used in so many different ways. This one here is an example of bark box. It's very well brand align the edges of each card and module are a little rougher and they use a lot of humor here too. But the cards here use specific product. This next email is pretty standard for fashion and e commerce companies because you are asking for that heavier action and to do so storytelling is really important. It starts out with a story and a nice image of the person profiled afterwards when they've captivated the user. There are the individual cards for the products assuming that once they get interested in the actual person they will then be likely to purchase the things that person has made. Now let's dive into the design and copy of an email. We're gonna look at a few different examples that you'll encounter with your clients because it's Kickstarter anthropology and bark box. Very different companies that all use the same kinds of emails. We have another checkpoint. This is great right in this one. I'd like you to create another welcome email but further along within the user journey. What we've done so far is create a welcome email that is specific to a brand new user this time we're assuming that the user is not brand new but needs to be reintroduced to the brand. So perhaps they downloaded another piece of content but they haven't been back in a while. We've all been this for companies ourselves. So here's what you do, Go back to the email worksheet and write a welcome email for this specific person, just like last time shouldn't be more than 3-6 sentences, but it is more specific and a little more friendlier. And the goal here is you can reintroduce them in a more aggressive way. So all of these things together should work towards your advantage.

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