Johnson's Baby Conditioner Email (Spec)

Target Audience: Parents with kids ages 0–2

​

Tone: Sincere, Helpful, Caring

​

Objective: Johnson & Johnson wanted to increase awareness and sales of their baby conditioner. The purpose of this email is to intrigue the reader and make them click through to the site to get a coupon. It was important to reassure the reader of the quality and safety of the product.

​

Tactic: The subject line hooks the reader in by mentioning the free coupon right away. Who doesn’t love free things?

 

The headline gets straight to the pain point of the audience. Many parents dread giving their baby a bath, especially when their kid won’t stop crying.

 

In paragraph one, I highlight the basic benefits, reassuring them of the product's safety and effectiveness.

 

In paragraph two, I let them know that bathtime can be fun, and their kid won’t have to suffer anymore with this shampoo. I also make sure to play with the senses throughout to keep the reader interested.

 

For the call-to-action, I included the percentage of the coupon to tempt them to click the button.