My email portfolio. Where every message is part of a bigger conversation.

Most brands think of email as a channel. I think of it as an ongoing conversation. After all, it's the most direct conversation a brand has with its customers – and where we find out if anyone is really listening. My email experience spans marketing campaigns, onboarding journeys, event communications, customer updates, support messages, and CRM programmes. I try to make each message work in its own right while forming part of a larger customer relationship with the brand. Here are some examples.

FINANCE / FINTECH

Navigator Global (Santander)

Client: Santander / Navigator Global  | Agency: Dentsu Creative London  | Role: Freelance Senior Copywriter  | Oct 2024 – June 2026

While working on Navigator Global – Santander's new international growth platform – I wrote more than 80 emails covering the whole user journey. This included marketing emails, onboarding journeys, webinar invitations and reminders, tier 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

I wrote many marketing emails such as this one, promoting different features of the platform, like 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 come along – 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 who wanted to use their export services. 

Subject: New brief from <Trading Business> has landed
Descriptor: 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
Descriptor: 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>
Descriptor: They’ve accepted your brief, so it’s time to move forward.
Headline: A green light for growth

Now for the more conceptual kind

BT Cloud Voice | B2B

Wunderman Thompson 2019

BT Cloud Voice is an internet-based phone system that replaced traditional office landlines so businesses can make and take calls anywhere using a mobile app. I had to write an email that dialled up the anywhere angle.... 

BT Broadband | Refer a Friend CRM

Wunderman Thompson 2019

Problem

BT Broadband's weren't hitting their customer referral targets. Even though two friends could get £50 each, not many were. The process was too complicated and there was no idea which made this stand out from other referral schemes. I was tasked with creating  one.

 Idea

I created a concept called The Refer Just About Anyone You Know Scheme. This allowed us to humorously describe the countless kinds of friends you can refer. We inserted rotating friend types into the scheme name and it appeared in the email header. 

Results

People must have got the message they can refer anyone, as it increased referrals by over 400%!

The £50 prize winner's email