In this email, the target audience was mothers who have already signed up to Charity Right’s newsletter. They are very conscientious about donating to charity and creating a positive impact in the world. The aim was to encourage donors to sign up for weekly donations to Charity Right.

When concepting this, I focused on the hectic time of year in which it was scheduled to be sent out. The start of September is a busy time for mothers around the country as they prepare for their children to return to school. With so many chores to complete, I positioned the weekly donation schedule as a way of making things easier and ticking something off their to-do list. Additionally, in order to maintain the light-hearted tone of voice and speak directly to the target audience, I included references to Smiggle and other child-related elements parents could relate to.