Post-purchase email suite | M&S

Complete makeover of the M&S post-purchase email suite, to bring consistency and stronger brand identity to the templates, while also aiming to reduce customer calls with more supportive email content.

CHALLENGE
Ensure customers are supported and reassured at every stage of their post-purchase experience, from order confirmation to delivery, collection or cancellation, while also reinforcing a strong brand identity throughout all email comms.

SOLUTION
Standardised templates with consistent design and tone of voice, plus revised email copy that addresses all potential concerns a customer may have in a clear, concise way.

MY ROLE

• Collaborated with product owners to review all post-purchase email sends, and created new copy for each template which reflects the M&S tone of voice while anticipating the needs of the customer in each situation

• Worked with designers on an information hierarchy to reduce customer anxiety or confusion, and ensure key details are easy to find in the email template

• Reviewed all email templates before launching alongside a team of developers, designers, product owners, project managers and operations lead