Client:

Johnson's Baby

Challenge:

I created an email asking customers to visit the Johnson’s Baby website to learn more about the product and download a coupon to purchase it. The email is designed to increase awareness of the product and encourage people to buy the product by getting them to click through for the coupon.

Solution:

The headline ‘Make bath time enjoyable’ is a desire for most parents of young children. Bath time can be a tough time for parents, therefore, this headline would make a good benefit as it would instantly capture the attention of the audience.

This type of email needed to be personal, so I crafted this in a way as though Johnson’s was speaking to a singular person. I frequently used ‘you’ and ‘your’ throughout the email as well as addressing the customer by name to help make it more personal.

A Friendly, Sincere, and Helpful tone was used throughout the email. This tone was important as it was a suitable tone to deliver the message of the email to the target audience. Words like ‘ease’, ‘flow’ and ‘comfort’ have been used to fit in with the brand voice. Also, parents want bath time to be calm and peaceful so words like ‘ease’, ‘flow’ and ‘comfort’ help to reinforce this positive experience.