Anatomy of an Email: Dave & Buster's

McKenzie Gregory


It's always such a nice surprise when unexpected brands really own the inbox with fun, engaging emails – and Dave & Buster's does just that. For instance, here's an example of one of their recent sends that caught my eye.



1. Here’s an important thing to keep in mind when it comes to email design: 80% of people are only scanning your email. People are busy, so they’re quickly checking their email while waiting in line at the coffee shop or if they get to a meeting a couple minutes early. You only have a few seconds to make a big enough impression that they’ll engage right then, or at least remember to revisit it later. 

2.  Including a GIF in your design every once in awhile is a a great way to capture the eye, lift your click rates, and freshen up your content. They add some movement to what’s traditionally been a static medium in email, so even though it seems like everyone’s using them now, they still grab your attention. 

3. Bold headlines make it easy for your subscribers to scan your email and quickly glean the most important information. And since those headlines will help them decide whether or not to act, make sure they make the value of your offer super clear, whether it's a discount, exclusive content, or a boat load of wings. 

4. Your CTA copy should be short, persuasive and compelling. A great 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.

5. The more timely your email content can be, the better. This little section, for instance, reminds subscribers the dates and times for upcoming games they might want to catch that week. It's an easy thing to incorporate, and it's just the incentive many subscribers may need to come into the restaurant and take advantage of this special deal. 



Hungry for more excellent email examples? Check out our Top 12 Emails of 2017 guide

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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