Project Overview

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As part of a strategic CRM initiative, I led the end-to-end development and launch of a personalized Welcome Email Series for a high-traffic automotive platform. The campaign was designed to improve user onboarding, boost engagement, and reduce early-stage churn by delivering relevant, well-timed messaging tailored to user behavior.

The result? A 12.7% uplift in chargeable enquiries and an estimated monthly revenue opportunity of £23,000, with £20,624 net revenue directly attributable to the initiative.

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🚗 Context & Business Challenge

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Prior to this campaign, the platform lacked a structured welcome email strategy. New users were greeted only by transactional notifications or automated dealer messages — missing a crucial early opportunity to:

• Acknowledge the user’s sign-up,

• Explain platform value,

• And guide users toward their next steps.

Analytics showed significant drop-off after sign-up, signaling the need for a more human, intentional first touchpoint.

 

🔍 Research & Strategic Approach

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To inform my strategy, I conducted comprehensive competitor benchmarking and email performance analysis. Drawing insights from both the automotive and broader e-commerce sectors, I identified key factors for high-performing welcome emails:

• 50%+ open rates across top performers

• Strong personalization and tone of voice

• Clear CTAs and modular design for readability

• Effective timing — ideally within minutes of sign-up

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From this, I designed a segmented communication strategy rooted in behavioral insights, including:

• Search and browse patterns (e.g. used cars, leasing)

• Sign-up source (e.g. paid Google Vehicle Ads)

• Engagement history​

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💡 Solution & Execution

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I architected and implemented a multi-step email automation flow using a responsive CRM platform. My responsibilities spanned:

✅ Copywriting & content design
✅ Audience segmentation & dynamic logic mapping
✅ Email automation configuration & testing
✅ Cross-functional collaboration with design, tech, and analytics teams
✅ Internal stakeholder pitching — presenting strategy to the board

The emails featured:

• Warm, personalized greetings based on first name and behavior

• Content modularity that reflected user interests (e.g. car reviews, “sell my car,” payment options)

• Clear, action-oriented CTAs

• A new behavior-triggered cadence that avoided overwhelming users

 

📈 Results & Business Impact

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The campaign produced measurable success within the first month:

• 📬 +12.7% increase in chargeable enquiries

• 💷 £23,924 projected monthly revenue uplift

• 🧠 Enhanced brand perception and user trust

• 🕒 Improved user onboarding speed and platform familiarity

• 🔁 Higher click-through and engagement rates

These figures reflect not just incremental uplift, but scalable business value — achieved through targeted, customer-first communication.

 

🧠 Key Takeaways

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• Email automation can deliver exponential ROI when informed by real-time user data.

• Segmentation and behavioral personalization enhance relevance and boost user retention.

• A single, well-executed welcome message can shape the user’s entire platform experience.

• Close collaboration across marketing, product, and data teams is crucial to achieving unified campaign goals.

• Pitching to senior stakeholders with clear research and value forecasts is key to gaining project buy-in.

 

💼 Skills Demonstrated

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Technical:

• Data-driven email strategy

• Market and competitor research

• CRM and segmentation logic

• Campaign performance analysis​

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Soft Skills:

• Public speaking and stakeholder presentations

• Cross-team collaboration

• Strategic thinking and problem-solving

• User-centric communication design