Macy’s Promotional Email (Spec)

The Client— Macy’s is a national chain of high-end department stores.

Their tone is promotional, urgent, and clever.

The Challenge— Macy’s created a special sales event to increase their fall sweater revenue for men. They wanted a promotional email focused on an incentive to visit the store and purchase sweaters since men don’t typically refresh their wardrobes in the fall.

The Audience— Men aged 28-45 with household incomes of 50k+. They are motivated by savings and convenience and like being stylish.

The Solution— I centered the email around the idea of using fall as an opportunity to create a confident, more stylish version of the reader. The subject line joins the savings motivation with this idea by telling them they can save money while doing it.

While not pictured, the email snippet is “On Sale September 8-10th” so the reader knows the sales dates without ever having to open the email.

The body of the email highlights the convenience of having access to many styles of brand name sweaters at once. This reinforces the idea that creating a more stylish version of themselves will be easy to do when they visit their local Macy’s store.

The Call to Action is both at the beginning and end of the email as a link and a button respectively so no matter where the reader is in the process, it will be easy for them to determine their store location.

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