The Brief

Create a solus email to:

• Raise awareness of the MyBeauty Spin the Wheel activation in-store
• Encourage members to visit H beauty, spend and play

Messaging Strategy

I wanted to dial up the playful element of this campaign, so I opted for an energetic tone of voice.

The subject line begins with a verb, which encourages the consumer to take action. It’s short enough to grab the reader’s attention, but it still conveys the most important information. I added an emoji because this one is consistent with the MyBeauty pink branding. It also ties in with the design of the rest of the email.

For the pre-header, I used an interjection to create a sense of intimacy between Harrods and the consumer. ‘Psst’ implies we’re sharing exclusive additional information. By mentioning the five prizes in the pre-header, I created intrigue but still left something to be discovered. This gave the consumer a reason to click the email.

Hero Copy

The subtle rhyme in ‘Eyes on the Prize’ continues the playful tone. It’s also relevant to the content of the email, as the consumer will have to keep their eyes on the wheel to win a prize.

I often employ questions in my copywriting because it makes the copy feel conversational. In today’s era, consumers see brands as their favourite TV characters – whether that’s Ralph Lauren as Gossip Girl’s Nate Archibald or Dior as the show’s iconic Blair Waldorf. Consumers want to relate to brands more than ever, so adopting a conversational tone felt right for MyBeauty, who would be the equivalent of the consumer’s favourite beauty influencer if I were to assign a personality to it!

To meet the objectives of the brief, this email still had to convey important information about how to play, when to play and what to win. Therefore, the copy that follows is purely informational and tells the customers exactly what actions they need to take next. To round it off, I used a ‘Plan Your Visit’ CTA to emphasise that this exciting experience was available in-store only.

A Step Further

Although I achieved the brief objective within the hero copy, I decided that we could take further steps to make this send more attractive.

Firstly, I decided to add an acquisition banner beneath the hero to educate potential MyBeauty members and encourage them to join the programme. I also included a ‘Join MyBeauty’ CTA to encourage the consumer’s shift from consideration to action.

Secondly, as this solus was intended to drive store visits to H beauty, I decided to include a section about other exciting things to do in-store. I felt this was a great way to drive traffic to the H beauty landing pages on harrods.com and this is where I directed the final ‘Plan Your Visit’ CTA.

I worked closely with the email designer on this project to create a solus that looked and sounded exciting. Because we were working on this email in advance, the wheel had not yet been shot. Therefore, we opted for a creative graphic of the wheel in the hero and existing lifestyle and space imagery in the sections that followed.

Post-Campaign Analysis

Overall, this email campaign was a major success. We saw above-average open and CTR rates, as well as a read time that was in-line with the business average. There was also plenty of evidence to show consumer engagement with the campaign on social and in-store.