{Note:  I am not affiliated with J.Crew.  This project was completed for educational purposes only}.

Tool: Photoshop

This week, we were tasked with designing an email campaign in connection with last week’s holiday banner ad campaign.  I started with a 620×1000 document.  I have noticed that if an email ad addresses me by name in its graphic, it really catches my attention and I am more likely to read the email, even though I know it was auto-populated.  So I decided to start there – Hello, Kara!

I wanted to make sure and capture the attention of potential holiday shoppers with sparkle and holiday spirit.  I highlighted certain things in cranberry red to tell a very quick story in just a glance and try to keep my viewer on the page.  The red says “Hello, Kara … dazzle … #verymerry”.  I feel like a customer seeing her name and then “dazzle” will help her want to find out more.  I also wanted a clear call to Find a Store near the top of the email in case a customer didn’t have time to scroll to the bottom.  I had originally used Shop Now on the banner campaign, because I felt like a customer seeing an ad to the side of their browser would click over and shop.  There needed to be a different message for the different audience, because if a customer is subscribed to J. Crew and receiving an email, they have probably shown some interest in the brand in the past and are more likely to go in to the store and shop, especially since many people go out and shop in-person during the holidays.  So in keeping with the holiday spirit, the call to action is to Find a Store.

As far as placement, the social media buttons are very accessible, as I feel like that is the way J. Crew’s customer base would share the email.  I put the actual Share Email link at the bottom.  The navigation is near the top and matches the images of a woman and a man (you can shop the women’s holiday collection or the men’s).  I like the promotional copy, which keeps with J.Crew’s style of being cool and reserved.  For example, I didn’t spell out the Nutcracker, just alluded to it.  All in all, I feel like this keeps with my banner ad campaign and J. Crew’s style and marketing ambiance.

This was a very fun project!