Anatomy of an Email: Artifact Uprising

While you thought that Costco, Walgreens, and Shutterfly were the only way to print photos anymore, Artifact Uprising brings new life to the printed medium. Offering beautiful print materials and photo books that you actually want displayed in your home, Artifact Uprising also extends their artistry to email.

Check out the GIF below to see six strategies pointed out in a recent Artifact email.

Anatomy of an email: Artifact Uprising. 1. Offer quick access to more purchase options. 2. Summarize header and tie into CTA with your hero image. 3. Keep your body copy short and easy-to-read. 4. Maintain interest in long emails with great tips 5. Combine consistent colors with creative layouts for easy viewing 6. Conclude your story with an incentive and call to action.

1. It’s all too common to just stick a logo at the top of your email and be done with it. But taking every opportunity to point toward more sales channels might just hit your customer when they least expect it.

2. The leading image in your email should completely summarize (or compliment) your header, directing to the call to action. If it distracts, or is too unrelated, you’ll draw attention away from the CTA, losing out on valuable conversions.

3. Most people don’t read your body copy. And while that sad truth is a hard pill for copywriters to swallow, it should also be challenging to write body copy that is more likely to be read. Keeping it short and concise is a great start. This email designs the copy really well, with a very legible font, comfortable sizing, and line spacing that encourages easy reading.

4. Long emails are performing quite well these days—especially as more than half your subscribers will view on a phone, and scrolling is an ingrained habit on mobile. So now that we’ve established longer emails can actually be successful, one key to making them engaging all the way through is to provide unique (not recycled or reiterated) content through the message.

5. In this email, Artifact Uprising chose a soft blue and gray color pallette to organize the email. On the gray and white backgrounds, they use the blue as the CTA color to make it stand out. In the middle, they use the same blue as a background to break up the content, providing flow to the email. You’ll also notice the indentation on the blue section that forms an arrow, directing your focus to the end of the email.

6. Capping off this wonderful email is a promo code and a next step to use it. To conclude the story composed in this email, they add the line Once they’re organized… tying together the previous tip with the call to action.


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