Wild Limited Edition Scent Launch Email

(Spec)

The Client:

Wild is a company that produces refillable, natural deodorant. 

The Ask:

I collaborated with a graphic designer to create a spec email to announce a limited edition scent launch and a free travel deodorant giveaway (mini-deo) included with every purchase. The goal of the email is to get email subscribers to purchase the limited edition scent and increase long-term sales of the min-deo.

The Answer:

Wild has a fun, warm, quirky brand voice that never misses the chance to make use of some wordplay, so this was an essential consideration in my answer to the brief. I used evocative, sensory language to describe the scent of the product, particularly as this is a more unusual scent and not everyone may be familiar with the smell of poppy and chicory. I made an everyday item feel fun and joyful with language that reflects Wild’s brand voice by drawing inspiration from nature to evoke a sensory experience through conjuring the imagery of a wildflower meadow, which highlights the product’s distinctive qualities as well as the deodorant’s natural and sustainable component. I emphasised the convenience of the mini-deo bonus gift with phrasing reminiscent of Wild's upbeat and fun brand voice to highlight the travel-friendly and sustainable aspects of this small, lightweight product.

Subject Line & Snippet:

As this is a limited edition scent, I wanted to create a sense of urgency and curiosity, so wrote two different subject lines and snippets that could be A/B tested.

Subject Line A: Fancy a mini deo in our new limited edition scent? 🌸🌼🌺🌻

Snippet A: Hint: You’ll smell bloomin’ lovely

Subject Line B: NEW Poppy & Chicory Limited Edition scent + a mini deo treat

Snippet B: Smell bloomin’ lovely this Summer