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Client: Sandals Resorts is a hospitality company specializing in all-inclusive luxury getaways for couples.

Challenge: To create a promotional email showcasing their “Black Friday in July” sale. The goal was to  entice the audience to click through the ad, bringing them to the company site where they would book a visit with the discount code.

Solution: A core selling point of Sandals is the lifestyle they advertise, however the goal of the email was to promote a summer sale. But what’s the point of a discount if you can’t see yourself using the product? The strategy I took was to balance both.  

The subject and snippet create an ideal image in the reader’s head while getting the core message of the email across. Conveniently, the snippet is a link so the email never has to be opened to succeed. 

The same strategy is repeated  throughout the email with higher levels of detail to the sale and Sandals selling point.