Anatomy of an Email: Shake Shack

McKenzie Gregory


Shake Shack, the beloved New York burger joint founded by restauranteur Danny Meyer, serves up some seriously impressive marketing campaigns in the inbox. We love their emails so much, in fact, that we decided to break down the smarts behind one of their recent sends. Check it out! 



1. The three things human brains are hardwired to respond to? Danger, sex, and – you guessed it – food. If you have delicious menu items to sell people, make high-quality food photography the star of the show. 

2. Bold headlines make it easy for your subscribers to glean the most important information in a matter of seconds. 80% of people are only scanning your email, so make it easy for the scanners to find what is relevant to them with a relevant, catchy headline. 

3. While you want your subscribers to keep reading, you also don't want to waste their time. Get to the point ASAP so they can quickly decide whether or not they want to engage with your email. 

4. Something that instantly boosts engagement? A big, bold CTA button. It's way easier to tap on a smartphone than a text link, plus it just works better: On average, buttons get 27% more clicks than text links.

5-6. While reaching your audience in the inbox is great (after all, that's where they're spending the majority of their time), it's even better to reach them across multiple channels. That's why it's a great idea to use email to promote other touch points – like your app or social profiles – by including them in the footer of your templates.  



Do you work at a franchise like Shake Shack? We're going to be at Fast Casual Executives Summit in Nashville from October 22-24, and we'd love to meet you. Be sure to visit our booth, and if you'd like to set up a one-on-one consultation with an Emma expert in the meantime, just give us a shout

Want to check out more of our "Anatomy of an Email" posts? Explore the rest here

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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