Spec Email for Johnson’s Baby Conditioner

Client

Johnson’s Baby is a brand specializing in baby care products. It is committed to delivering the best for babies through pioneering research and gentle products. It operates under the umbrella of Johnson & Johnson, an American pharmaceutical and medical technologies company.

Challenge

In this exercise, the client wanted to market a new product, Johnson’s Baby Conditioner, to parents of young children (0-2 years). This target audience would be looking to purchase the highest quality products for their children.

Solution

I crafted effective email copy that harnesses the client’s unique brand voice and position as a leader in the baby care market to offer a compelling solution for new parents. The email is designed to get readers’ attention and encourage them to click through to the website to make a purchase.

I also collaborated with a designer to create a warm, visually-appealing email design that draws the reader in and guides them to an action.

By following the principles below, I created an effective solution for the client.

• A Benefit-Driven Subject Line

The subject line, “Help Your Baby Sleep Tight All Night” leads with the benefit of sleep, which resonates deeply with new parents. This helps ensure they will notice the email in their Inbox and click to open and read it.

• The Brand’s Voice Shines Through

Once someone opens the email, they are led through friendly, sincere, and helpful copy that makes the case for a soothing bath time routine to support sleep for restful nights. With this language, the brand’s voice shines through. Phrases like, “proven to help babies fall asleep faster and sleep longer” also provide an evidence-based, knowledgeable tone in support of the brand voice. The email then introduces Johnson’s Baby Conditioner as a helpful solution.

• Speaking to the Needs of the Target Audience

In addition to addressing new parents’ desire for better sleep for their babies, the copy also highlights how Johnson’s Baby Conditioner helps “make bath time a breeze.” This is another key need and major benefit for new parents.

To help reassure them of the product’s safety and gentleness, friendly icons feature guarantees of no harmful ingredients. This speaks to their desire to purchase the highest quality products for
their children.

• A Simple, Clear CTA

The engaging copy leads naturally to a CTA of “Save 50% with Coupon,” which directs readers to a simple action they can take to purchase the product. Once they click on the button, they would be taken to a landing page on the Johnson’s Baby website where they could find a coupon and purchase Johnson’s Baby Conditioner. The bold design of the button also helps the reader focus on the CTA so they can take the next step.

Two versions are featured at the left. Both have the same copy, but different designs and subject lines, to provide the client with options to test and choose from. Below are mock-ups of what the subject lines and snippets would look like on a desktop or mobile device.