Anatomy of an Email: Country Music Association


1. A vibrant header and a rockin' hero image draw you in as soon as you press “open." Just look at that crowd! Clearly, this concert is something you won’t want to miss… and you should click through to find out more about it. 

2. Instead of stuffing their email to the brim with copy, CMA uses it to tease people back to a landing page (bonus points for it being mobile-optimized) on their website. It’s a smart choice that works double-time to clean up the design and create an experience that goes beyond the inbox. 

3. Those buttons, though! They’re big, bold, colorful, and instantly catch your eye. Plus, each of them uses verbs that encourage a specific action from the reader – a much better choice than the vague (and dreaded) “Click Here.” 

4. Copy that indicates urgency and exclusivity hits all the right notes. After all, everyone likes to feel like a VIP. And when you ignite an offer with the sense that time is quickly running out, people will be much more inspired to act now rather than later for fear of missing out. 

5. Most people are only scanning your emails, so you have to find ways to make the things you want to say super clear without a lot of effort on their part. Break your email design into sections with bold, clear headlines so your subscribers can quickly determine what interests them the most. 

6. Email is a powerful channel, but it’s even more powerful when it’s integrated into your larger marketing ecosystem. Connecting your email subscribers with your social channels is a no-brainer: Not only will you be able to reach them in new, different ways, you’ll expand your audience across all platforms! 


About the Author

McKenzie Gregory

McKenzie Gregory is a senior content manager 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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