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Anatomy of anemail: Anthropologie

Anatomy of anemail: Anthropologie

With the increase in competition in every sphere of businesses, it has become more challenging for owners to develop strategies that can bring potential customers and improve their overall reputation. When it comes to marketing, you must make sure that no stone remains unturned. Email marketing is one of the most effective ways to communicate with people because the content goes into people’s inboxes. They access their emails regularly. Smartphones have made things much easier than before because people can access their emails on their phones. They don’t have to open their desktops and laptops. However, the email content should be convincing enough to grab people’s attention in the best possible manner.

AnthropologieWith 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 found an excellent article on Emma 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 of the emails but appears a little more personal than their traditional logo. The “2018 gifting” in handwritten font also gives off a cozy holiday letter feel.

2. 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, but they also help organize the content and introduce the next person to be quoted. The organization doesn’t always shave to end with lists and graphs—Consider creatively presenting information!

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

While we already know Anthropologie produces beautiful products, it’s fun to hear the irin-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!

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

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

5. Create cohesiveness.

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

6. Use cause marketing to support non-profit organizations.

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 market here ader feel good about any purchases they make.

7. 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.


Anthropologie is a great example of a company that delivers a message in a way that surprises and delights its 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 our next send, and show your subscribers they are worth the investment.

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Friendly communicator. Web guru. Bacon scholar. Creator. Lifelong reader. Analyst. Subtly charming introvert. Set new standards for working with Mr. Potato Heads with no outside help. Had some great experience developing lint in the financial sector. Gifted in testing the market for carnival rides in Ocean City, NJ. Spent 2002-2007 writing about puppets in Edison, NJ. Have some experience analyzing action figures in Nigeria. Earned praised for my work importing wooden trains in Edison, NJ.