Client: Macy’s is the largest department store company in the United States, selling a wide variety of products including clothing, cosmetics, furniture, and electronics.

Audience: Men between the ages of 28 and 45 who will typically purchase one or two sweaters each year but don’t tend to see the Fall season as an opportunity to invest in an upgraded wardrobe. Savings and convenience are their primary shopping motivations. They are also motivated by excellent style.

Tone: Promotional, urgent, clever.

Challenge: Highlight specific calendar dates in a time-sensitive message and promote an event/ discount offer in an email that engages subscribers with a clever tone.

Strategy: I placed the value of the offer directly into the headline to fulfill the promotional aspect of the email. With “head-turning style” and “100% on” the headline also cleverly appeals to the audience’s desire to acquire stylish clothing. These two direct benefits start off the email to invoke interest. Once interest is established, the subhead explain’s where (Men’s Fall Sweater Event) and when (September 8-10) the benefit can be obtained. The body copy further expands on the target audience’s main shopping motivations. The line “you didn’t know you were craving” was included to speak to an audience of unseasoned shoppers and align with the clever/witty tone. The last paragraph repeats “40% off” to emphasize a main consumer benefit.