Client:

Macy’s is a department store selling apparel, home goods, and cosmetics.

Challenge:

To create a spec email to get consumers to visit Macy’s for the men’s fall sweater event. The target audience is men ages 28-45 that do not typically refresh their wardrobes during fall. The challenge is getting these men to purchase new sweaters in-store.

Solution:

The target audience is motivated by saving money and wearing name-brand clothing, so I included both of those benefits in the subject line. I included the event’s dates in the snippet to create urgency to click on the email and view the details. Specific top-name brands are listed in the body since the audience is drawn to popular labels. There is a link to view the closest Macy’s, making it easy for the buyer to locate their preferred store to shop.