My CRM portfolio. Creating the copy that keeps customers coming back.
For me, good CRM doesn't feel like marketing. It just feels 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, and customer support. Here are five problems I helped solve using a mix of copy, ideas, and strategic thinking.
REWARDS PROGRAMME
REFERRAL SCHEME
LIFECYCLE ENGAGEMENT
BEHAVIOURAL CRM
UPSELLING
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 thought was to broaden the friend definition. I created a concept called The Refer Just About Anyone You Know Scheme. We rotated different friend types through the name, humnerously showing the countless kinds you can refer – across email, social, and landing page.
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.
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
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.
