Natalie Andrews

Jasmine Leong EmailMarch 8, 2013

AUDIENCE •18-35 year old women

•Socially active living in

urban areas

•College/full-time job

•Middle to High Income

•Spend a lot of time getting

ready/going out

Target Audience because:

•Product use from beginning to end of Mardi Gras party

•Representing a partier/social younger women

•Likes to have fun and let loose

•Concentrated on physical appearance

SUBJECT LINE

Strategy: Curiosity

• Effective for:o Loyal consumerso Curious customers/those who have free time to

browse

• Ineffective for:o Once-in-awhile consumers

• Could be improved by:o Communicating contento Mentioning Mardi Gras

OFFER/CALL TO ACTIONOffer: Actual products advertised; 3-day shipping; free shipping over $50; free mini MAKE UP FOR EVER eyeliner

• Effective if consumer is:o Leaning towards splurging on special occasion itemso Searching for similar itemso Interested in items advertised

• Ineffective if consumer is:o Not as involved or loyal to Sephorao Doesn’t want to spend a good amount of money on beauty

products

Call-to-Action: Purchase and create the look before Mardi Gras!

• Effective because:o Sent out a week or a few in advance of the holidayo “Must-Haves” creates illusion of necessity

CREATIVE DESIGN/COPYLayout

•Clean, Crisp and Simple

•Product emphasized

•Zigzag pattern of content

Design

•Effective

•Vibrant colors

•Attention to product/content

Copy (Text)

•Short sentences

•Catchy and simple

•Effective and retentive

From: “Sephora,” to promote our brand/make us easily recognizable

To: “Jan Ahrens,” to show brand familiarity/recognition and a personal relationship

Subject: Trend-informative, clever, interesting; communicates email’s content

Offer: Temporary sales promotion/discount to encourage general store purchases & promote new additions to the NARS spring collection

Call-to-Action: Sense of urgency through expiration date for sale promotion

Content and Design

•Simple and to the point

•Color scheme with product and brand

•Catchy sentences to retain attention

•Positioning offer and CTA for readers attention

•Target Audience represented

•Multiple descriptions of product

•Link to Sephora website

•Visuals of product