Marketing preferences customer journey | M&S

The business was seeing low opt-in to marketing emails and texts, which sparked a desire to update the customer opt-in and unsubscribe journey.

CHALLENGE
Make it easier for customers to get the marketing comms they’re interested in.

SOLUTION
Simplify the journey and make it easier for customers to find the categories they want to hear about.

MY ROLE

• Collaborated with designers to identify the problems and distil the essential messages

• Created new, more concise copy for each step of the journey from opt-in and preference selection to unsubscribe or pause

• Ensured the copy reflected M&S tone of voice while prioritising customer needs