Client: Macy’s

Challenge: To create an email for Men that will entice them to come into the store to shop. They like to look good, but don’t come in to the store to shop often.

The Goal: Get people into their local Macy’s to purchase sweaters during the Macy’s Men’s Fall Sweater Event.

Solution: The biggest benefit was getting these sweaters for up to 40% off, so this was at the top of the email. The target audience is motivated by savings and convenience, as well as by style. I appealed to the stylish individual by using emotional benefits in the headline [Stylish, Warm, Confident].