The creative brief was to build and deliver a sales email, highlighting the 'Macy’s Men Fall Sweater Event'.
The email is directed to the more affluent male who only purchases sweaters once or twice per year, but doesn’t normally think of ‘fall’ as an opportunity to refresh the wardrobe. They are motivated by savings and convenience, as well as style.
The email plays on the idea that ‘now’ is the right time for a sweater refresh.
The high discount rate is highlighted directly in the subject title and a sense of urgency is conveyed in the ad.
The ability to easily set a reminder via the button at the end of the email means that although the event occurs in the future, it is less likely to be forgotten when the time comes around.