Meg K9, Welcome Email
Client: Meg K9 (UK company selling dog accessories).
Target Audience: Female dog owners aged 30-60.
Tone: Humorous, Casual, Knowledgeable.
Challenge: The purpose of the welcome email is to introduce the brand and its values to new subscribers, and encourage them to purchase from the site with their 10% discount.
Solution: My copy focuses on appealing to the deep benefit of confidence in your dog’s safety. I implemented an approach to persuade dog owners that they can achieve this peace of mind by using high-quality collars and leads that won’t break. I also highlighted that the company custom-makes solutions for the customer which is their unique selling point.
To keep in line with the humorous brand voice I included a pun in the subject line and body of the email, while the snippet is designed to increase the open rate by calling attention to the 10% discount.
Spec Piece: Johnson’s Baby Conditioner, Email
Your baby’s hair needs the same moisturizing care as their skin - Our conditioner hydrates, strengthens and shines
Client and Product: Johnson’s Baby Conditioner (baby hygiene and skin care company).
Target Audience: Parents looking to purchase the highest quality products for their young children aged 0–2 years.
Tone: Friendly, Sincere, Knowledgeable, Helpful.
Challenge: To get parents to download a coupon to purchase the product.
Solution: My copy appeals to the deep benefit of giving your children the best possible care. I implemented an approach to first inform parents of an important step they are likely missing out of their baby’s skincare routine (conditioning their hair), before introducing the product and its features that make it the best to fulfil this need.
Spec Piece: Macy’s Men’s Sweater Sale, Email
Client: Macy's Men's Fall Sweater Event (US fashion company, fictional event).
Target Audience: Men aged 28–45, who are motivated by savings, convenience, and style.
Tone: Promotional, Urgent, Clever.
Challenge: The email is designed to drive men to Macy’s stores during the sweater event and increase revenue.
Solution: I implemented an approach to persuade men to attend the sale by focusing on 3 key benefits important to this target audience: saving money, looking stylish, and saving time.
The money-saving benefit ‘40% off’ is highlighted in the subject line and heading, while the phrase ‘You’re invited’ in the subject line makes it sound like an exclusive event. In the first line of body copy, I’ve focused on the deep emotional benefit of feeling confident, that looking stylish achieves.
Spec Piece: A-1 Motor Oil, Email
Client: A1 (fictional motor oil company).
Target Audience: Men aged 35–50 who own expensive and/or performance cars.
Tone: Exciting, Urgent, Promotional, Serious.
Challenge: The email is designed to increase awareness of the product and drive purchases.
Solution: The subject line is designed to pique curiosity; the target reader is tempted to open the email to find out ‘the secret’ to make their car perform the best it possibly can.
The target reader is serious about taking good care of their car, so the email copy is strategized to position A-1 motor oil as the best possible choice. My copy focuses on appealing to the benefit of making their car the best it can be, through highlighting features of the motor oil that improve its performance.