Spec: Primally Pure Product Email
Writing a product email to increase purchases from the Cool Citrus Breeze Home Collection.
Client
Primally Pure is a holistic skincare brand rooted in traditional perspectives that honor ancient wisdom, animal-based products and clean-living education to help you heal your skin and self.
Goals
The primary goal is to increase product purchases from the Cool Citrus Breeze Home Collection.
The secondary goal is for readers to learn about Primally Pure’s recycling partnership with Pact.
Audience + Tone/Branding
Audiences vary between Gen Z, Millennial, and Gen X women depending on the product being promoted. Each audience has a passion for nontoxic, sustainable homecare, from promoting long-term health with Gen Z and Millennials to ongoing healing with Gen X. The email has a friendly, calm and informative tone.
Solution
By highlighting the deep benefit of peace of mind in the subject line, as well as a discount on their next purchase in the snippet, readers are incentivized to open the email.
Customer testimonials were examined during market research to understand why customers choose Primally Pure over competitors. The benefits identified are worked into the 1-sentence product descriptions, ensuring the main body copy resonates with Primally Pure’s target audience.
To cultivate brand image and get readers even more excited about buying from Primally Pure, the Pact partnership and the next purchase discount are spotlighted in the final body copy.
