One of the things I love about CRM copywriting is the ability to add significant value to a customer’s ownership experience. Through direct mail and electronic direct mail (eDM) I produce crafted, engaging longform content to address customers’ key information needs across critical stages of buying and ownership. The beauty of email is the opportunity to easily optimise messaging. I regularly developed multiple copy options to compare engagement and inform content recommendations. For Jaguar Land Rover, I created copy for campaigns across the full breadth of the customer journey from demand generation to advocacy programmes. This included retention, welcome to ownership, order tracker and launch comms as well as customer newsletters.
Agency: Spark44

For the electric vehicle communication programme (of which emails 1 and 2 for each brand can be seen and downloaded from the above slideshow) I was tasked by the client to create a series of communications promoting BEVs and PHEVs to an audience base who had signalled a propensity to buy EV vehicles. This was done across eight emails exploring key electric vehicle topics (cost and environmental benefits, public and home charging, wall boxes, range, battery safety and maintenance). I tailored and personalised the content using demographic and driver data to encourage customers to consider an EV as their next car.

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Using four segments aligned to readers’ motivations, I was able to help the client deliver a highly personalised email campaign to target an in-market Discovery Sport audience. Data from customer insight agency Starcount helped identify four defined attitudinal mindsets across our recipients, which allowed me to focus the copy on the features and characteristics that would most resonate with the reader for maximum engagement.

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This Defender email campaign provided the ideal opportunity for an A/B test to explore ways of increasing conversion to test drive bookings. On the left I used the editorial approach taken in the accompanying ‘Life at 45 degrees’ direct mail pack, including a quote from Land Rover ambassador Bear Grylls, to encourage recipients to book onto a Land Rover Experience day. The right hand email utilised a one-click test drive functionality where the CTA button REQUEST A CALLBACK took the reader to a pre-populated data capture form to send a contact request onto their preferred Retailer.

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