Anatomy of an Email: Casper

McKenzie Gregory


One of our biggest email crushes these days? Casper, the mail-order mattress company disrupting an industry known for outdated showrooms, pushy salespeople, and shady markups. 

With memorable ads and an engaging social presence, it's no surprise that this brand also puts up an impressive showing in the inbox. Here, we've broken down the design and strategy smarts behind one of their best email campaigns. Check it out! 



1.  Use a branded template to establish instant brand recognition and visual credibility with your subscribers. Your email design should create a seamless transition across your marketing channels, from your website to your social profiles to the inbox.

2. You can’t go wrong with a good GIF. 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. 

3.  Rather than making your email an intimidating wall of words, use copy to tease your content. Hook your subscribers with a succinct message that leaves them wanting more, then drive them to click through to a landing page with more information.

4. Add value to your big brand moments by sending your subscribers something a limited-time discount. Bonus points if you send it to past purchasers: They're 60-70% more likely to convert (Marketing Metrics), so it’s important that you continually nurture them and work hard to retain their loyalty.  

5. A good call to action should be short, persuasive and compelling. A clear call to action increases the likelihood for conversion, so be sure to make yours eye-catching by using a large, tappable CTA button: On average, buttons get 27% more clicks than text links.

6. In your CTA copy, be sure to avoid “friction” words, or words that imply your reader has to commit in order to receive something of value. High friction examples include “buy,” “sign up,” “submit,” or “give.” Low-friction examples include “get,” “learn,” or (like in this example ) "celebrate." 



Interested in seeing more fantastic emails from top brands? In our "Your Brain on Email" guide, we collected 11 of our favorite examples and analyzed the science behind what makes them so great. 



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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