The Company:

Shipt is an online delivery service that enables customers to order items from nearby stores. Many of Shipt’s customers are busy millennials and younger audiences who value the ease and convenience of grocery delivery. They see benefits such as Shipt’s same-day delivery as a great way to save time and effort.

The Challenge:

I wanted to write a spec email to showcase my understanding of some of Shipt’s core audience. The purpose of this email is to get customers to engage with Shipt by placing an order. The challenge is to get Shipt customers—who are likely busy in their daily tasks—to open the email and feel compelled to place an order.

The Solution:

I created two subject lines designed to tap in to a key desire of busy millennials—keeping themselves fed in the most efficient and easy way possible. Especially if they forgot to prep in advance—we’ve all been there.

The main subject line focuses on the benefit of “easy dinner,” while the alternate approaches from the angle of “skipping the grocery rush.” These two subjects lines can be A/B tested to see which approach works better for getting customers to open the email.

I mention the customer by name in the preview text to further catch their attention and encourage positive open rates.

In the opening paragraph I attempt to connect with the reader by posing same-day delivery as the solution to a problem they dread—having to grocery shop and cook after a long day at work.

I sweeten the deal by offering some tips for low-effort foods they can have delivered.

Finally, I mocked up the email in Figma for better presentation.