Main Objectives-

Drive 25- to 45-year-old men who value savings and convenience to a Macy's store for their sweater event by creating an email to promote a 40% off sale on designer sweaters.

My Approach

When I write, it’s to one person and I tell myself (and hopefully the audience) a story about that person. In this case, it’s a middle-aged man who enjoys autumn weather and festivities.

The business objective of this campaign is to encourage customers to visit Macy’s from September 8-10 and provide a link to a Macy's store locator.

This guy doesn't typically refresh his wardrobe seasonally, but he loves a good deal. And he won’t act unless it’s convenient.

The email copy emphasizes the urgency of a deadline, the savings, a convenient store locator, and the coziness of a sweater during a fun and chilly season.

This story has a happy ending. Since this guy loves a good deal on a designer sweater, he went to Macy’s and bought a Ralph Lauren in navy.