Tarte Cosmetics Electronic Direct Mail (EDM)

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Electronic Direct Mail

EDM stands for Electronic Direct Mail and it utilises multiple forms of communication to relay and reinforce a campaign message to build brand loyalty. An EDM campaign in its simplest form is focused on email send-outs as a way of advertising and marketing.

This is an EDM to promote Tarte Cosmetics' Mermaid Collection. I placed the logo at the top of the EDM as when the target audience sees the advertisement, it will know which brand/company this email is from and thus attract them to read on. For my visual hierarchy, I placed the headline, then the body text and then the call to action button. This is to guide the target audience’s attention.

The art direction behind this EDM is to create a dream-like design to reflect the copy ‘Mesmerising Dreams Do Come True’. Since this EDM is to promote and advertise the Mermaid Collection for Tarte Cosmetics, a fantasy-related theme would be more appropriate to create an overall magical interface experience for the viewers.

Firstly, I placed the headline at the top of my EDM as this will attract and draw the target audience to read on further. Secondly, I positioned the main image beside the body text as this creates more emphasis on the text. Thirdly, positioning the call to action button at the bottom allows the the readers to read and gain some insight about what the brand is promoting before redirecting and visiting the website. Lastly, I placed the two secondary images, the sea and the mermaid's tail, at the bottom, right below the call to action button and main image.This is because these two secondary images help to re-emphasise the theme and context of this EDM at the end. The images are also angled such that they are facing the call to action button, drawing the audience’s focus to it. Additionally, I placed these two images below the main image as i wanted to show the connection between the three images and further highlight the theme and message of this EDM.