Promotional email
(Spec piece)
Image source: www.michaelkors.com
Brand: Michael Kors
Project type: Promotional email to loyal customers
Target audience: Women, 20 - 45 with an income range of 40-70K. They are career/business oriented, smart and ambitious. They have a strong fashion sense and are aware of the latest designs. They are most interested in products with style and function. They love the Michael Kors brand but probably have other brands in their closets.
Business goal: Get email recipient to click through to their product page
Copywriting strategy: Craft subject line and pre-header that encourages recipient to open email. Use language that enthusiastically announces and promotes 50% off sale and conveys a sense of urgency to the reader that encourages immediate action. Include prominent, straightforward CTA buttons, making click-through easy. Craft creative body copy highlighting one example of the quality items shoppers will find once they click through to product page.
