Anatomy of an Email: GoldieBlox

February 15, 2016 McKenzie Gregory


In case you missed the first installment of our new Anatomy of an Email series, here's a little background on what it is: Every now and then, we'll be featuring an extra outstanding email from one of our favorite Emma-powered brands, along with the marketing smarts baked into each one.

This time, we're spotlighting GoldieBlox, a toy company that's completely transforming the way people think about "the pink aisle."


1. Quickly reel in subscribers by surprising them with something totally unexpected. And when the story you’re telling is this fun? You’re pretty much guaranteed high engagement – no covert ops necessary.  
2. Did you know that GoldieBlox was founded with the goal of encouraging young girls to become engineers? We love that they always find ways to keep that mission at the center of their brand by weaving it into each and every one of their marketing campaigns.  
3. Video is one of the most clickable, shareable things you can include in an email. It’s super engaging and sure to boost your success rates – just be sure not to embed it directly, since that can lead to all sorts of rendering issues. Instead, simply link out an image of the video to wherever it's hosted. 
4. You can’t go wrong with a good GIF (refresh this page to watch it again!). They increase click rates 42%, conversion rates 103%, and revenue 109% (MarketingSherpa). But when using GIFs in your own campaigns, make sure the first frame looks good on its own – that’s all that will display in email clients like Outlook. 
5. If you’re in the retail marketing game, it’s a no-brainer to include the option to buy in your email campaigns. Even if your goal is just to tell a great product story, you still might catch a few customers who are ready to buy right away. 
6. Social follow buttons help you extend your reach beyond the inbox. So include them in the footer of your email – your click rate will skyrocket, and directing people to your social channels will give you even more touch points to reach your audience. 

About the Author

McKenzie Gregory

McKenzie Gregory is a content writer on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.

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