Client: Color Pop Paper Co. is an online and local stationery store that sells fun and colorful note pads, writing instruments, journals, invitations, arts and crafts supplies, and greeting cards.

Audience: Mostly female students, young professionals, and entrepreneurs who want fun, playful, and colorful stationery. They want their school/work supplies to match aspects of their personalities or their fun brand identities. They’re not motivated by price. They value owning practical items that are also aesthetically and emotional satisfying.

Tone: Exciting, playful, fun, intense, youthful.

Challenge: Create a fun and playful email that connects to the client’s audience while being directly promotional for the brand’s introductory message.

Strategy: I created the audience name Popstar to spark an immediate personal connection with new subscribers. Continuing to play on the Color Pop brand name, I included “poppin’ in” and “color-popping” to engage subscribers in a playful and friendly manner. The conversational concept, simulating a direct response to the audience (“Did you say…?”), further emphasizes the brand’s friendly and fun voice. The list (pastel rainbows, etc) reassures subscribers that they will continue to receive relevant messages in the form of updates and notifications on the types of products they desire to purchase. The promotional aspect is present in the short supporting copy that clearly explains how customers can obtain a discount on their next purchase.