My CRM portfolio. Copy and concepts that keep customers coming back.
For me, good CRM is less like marketing and more like good service. Done well, it's where the strongest customer relationships can be built. I've worked across most CRM areas, including loyalty and referral programmes, lifecycle journeys, retention, upselling, onboarding, customer support, and content strategy. Here are six problems I helped solve using a mix of copy, ideas, and strategic thinking.
LIFECYCLE ENGAGEMENT
LOYALTY PROGRAMME
REFERRAL SCHEME
CUSTOMER JOURNEY DESIGN
BEHAVIOURAL CRM
UPSELLING
LIFECYCLE ENGAGEMENT
When I kept an entire platform of business users moving
Navigator Global / Santander
Client: Santander / Navigator Global | Agency: Dentsu Creative London | Role: Senior Copywriter | Oct 2024 – June 2026
While working on Santander's international growth platform Navigator Global, I wrote more than 80 emails that helped guide users through every stage of the platform experience. They included marketing emails, onboarding flows, webinar invitations and reminders, upsell emails, system messages, and support notifications. I also created emails that helped businesses and providers connect through the platform, including brief notifications and opportunity alerts. Here are some examples.
Marketing emails
Marketing emails like this one promoted features of the platform such as provider services, market intelligence, events, and a personalised coaching tool called Action Plans.
Subject: Navigator Global – exporting made simpler and faster
Pre-header: Intelligence, providers, coaching, and events – all in one platform
Headline: Global growth without the growing pains
Event registration & reminder emails
I wrote a series of emails to encourage registration and attendance for webinars, balancing practical information with the reason for businesses to attend – insights they'll take away.
Subject: Here’s your link to access [Webinar Title].
Pre-header: Your link will go live on [webinar date] at [webinar start time].
Headline: Ready to turn insights into impact?
Provider opportunity emails
We had to keep all the providers in the ecosystem informed and motivated to respond to briefs from businesses that wanted to use their export services.
Subject: New brief from <Trading Business> has landed
Pre-header: You’re on their shortlist, so let them know if you want to connect.
Headline: New request. Huge opportunity.
Follow-up & reminder emails
Subject: Don’t leave <Business Name> hanging
Pre-header: It’s been <X> days since their request, so time to reply.
Headline: The door’s still open. For now.
Business user status emails
Likewise, we had to keep businesses informed of how the providers with the services to help them expand were responding to their briefs.
Subject: It’s a yes from <Provider Name>
Pre-header: They’ve accepted your brief, so it’s time to move forward.
Headline: A green light for growth
LOYALTY PROGRAMME
When I gave Ford drivers a reason to stay loyal
FordPass Rewards
Reward programmes only work if customers believe the rewards are easy to earn and worth having. My role as copywriter here was to make them feel exactly that – by turning FordPass benefits ranging from EV charging discounts to complimentary coffee into genuine reasons to keep driving a Ford.
REFERRAL SCHEME
When I turned BT customers into their best salespeople
WEB COPY / EMAILS / SOCIAL / BANNERS
BT Broadband - Refer A Friend
Problem
BT wasn't hitting its customer referral targets. Even though two friends could get £50 each, very few people did. The process was too complicated and there was no idea which made this stand out from other referral schemes. My task was to create one that did.
Idea
To hit the numbers, my strategy was to broaden the definition of a friend. I created a digital campaign across web banner, email, social, and landing page called The Refer Just About Anyone You Know Scheme. It sandwiched funny variations of friend types within the scheme name, showing the countless kinds you can refer.
Results
People must have got the message they can refer anyone, as it increased referrals by 387%. Not bad!
Customer emails
I wrote emails to the referrer and the referred friend at different stages. This was the first one sent to BT's database of customers.
Web banners
Banner ads cycling through the many types of friends were placed online, sending people to the landing page.... →
BT landing page
I created a header image that dramatises the idea by cycling through the many types of friends to refer. →
I wrote this portal copy, emphasising how easy the process is (not the grey legal copy. I wasn't allowed to touch that, even though it's a wordy mess!) →
I wrote the How it Works step by step instructions. Headings, numbers, icons, and short informal language made the process seem simpler. →
Sponsored IG Posts
The prize winner's email
Mobile iteration of the email that alerts the referred person that their prize has arrived.
CUSTOMER JOURNEY DESIGN
When I simplified a complex trade platform for its users
WEB PAGE COPY & CONTENT DESIGN
Navigator Global (Santander)
The challenge
Navigator Global aimed to bring everything businesses need for international growth into one platform. But research showed users struggled to understand the proposition, Santander's role, who the platform was for, and how its providers, tools and services all fitted together. A clearer homepage was needed.
What I did
Working with Santander and Merkle's UX team and designers in Figma, I helped simplify the entire homepage.
Together we developed a clearer proposition, messaging framework and content strategy that simplified the experience, strengthened trust and made the platform's ecosystem easier for businesses to understand.
The outcome
The revised messaging tested strongly with users, who preferred the new approach by three to one. Users better understood the platform proposition, the role of Santander, and how its provider network worked together.
To address the research findings, the opening section had to do a lot of work. We rewrote it to answer four questions immediately: Who is this for? What is it? How can it help me? Why should I keep reading? This gave users a clearer mental model before they explored the rest of the page.→
The platform's partner logos needed to feature to gain trust and provide social proof. I added a headline positioning them as a network rather than individual partners.→
Rather than presenting dozens of individual services, we grouped them into four sequential stages of international growth. This gave businesses a much quicker way to understand what the platform offered, with a link from each stage sending users to a use case page.→
Research showed people wanted to see tangible outcomes, so I simplified the data into measurable benefits such as faster market entry and cost savings.→
Users weren't clear about Santander's role within the platform. I made it much clearer by introducing a dedicated section explaining that Santander created the platform and curates a network of more than 280 verified providers who deliver the services.→
Research showed users mainly associated Navigator Global with its provider network. I rewrote this section to distinguish these from the platform's own tools and events. →
Users needed stronger signals that Navigator Global was designed for businesses selling physical products internationally. We introduced sector examples so the right businesses could quickly recognise the platform was for them.→
Research found people focused almost entirely on the provider network, overlooking tools, coaching, market intelligence and events. We rebalanced the page so the wider platform became much easier to discover. →
BEHAVIOURAL CRM
When I solved a problem before BT customers had one
HALF PAGE PRESS | BANNERS | AMBIENT | DIRECT MAIL
BT Home Movers
Problem
BT customers underestimated how long it took to activate their line after moving home, so many were left waiting for a connection and frustrated with BT. With traditional reminder mail being ignored, we needed a different approach.
Idea
We made the reminder impossible to miss by placing messages throughout the moving house sequence itself – property pages, Rightmove banners, estate agent signs, and even BT-branded box tape to pack with.
While they were reading the property pages
Half-page ads in newspaper property sections.
While they were searching for property on Right Move
We placed banners where they were seen by people looking to move.
Reminders on box tape as they packed
What's the one thing people do before moving? Pack boxes. So we sent BT customers BT-branded box tape in a direct mail package with instructions printed on explaining how to move with no friction. This turned every packed box into another reminder to call BT before moving day.
UPSELLING
When I made business customers want the upgrade
BT Business | Cloud Voice
Problem
BT Cloud Voice is an internet-based phone system that replaces traditional office landlines so businesses can make and take calls anywhere using a mobile app. I had to persuade businesses to upgrade with just an email.
Idea
The easiest way to drive home "work from anywhere" was to let the email prove the point with an incredibly long email of all the places. The more people scrolled, the more places it revealed.
Results
1,245 businesses with BT upgraded to Cloud Voice.
After many customers quickly took up Cloud Voice, we sent a second email announcing the number and using a business success story to bring its benefits to life.
