Supercharging
Which?’s Year in Review email
Project summary
Which? approached us to redesign their Year in Review email, aiming not only to create a more engaging customer experience but also to elevate their brand and set a new benchmark for CRM communications.
Our creative approach focused on highlighting key data points that showcased customer engagement, reinforced the brand’s value, and reminded members how to make the most of their membership – ultimately driving retention and increasing usage.
Campaign in Detail
Strategy
A core focus of the Year in Review email is personalisation – tailoring the experience to each member by showcasing their individual engagement with Which? and reinforcing the tangible value the brand has delivered over the past year.
By highlighting key interactions – such as app and website usage, savings from switching providers, and financial benefits from money-saving advice – the email strengthens brand relevance.
For example, we emphasised that customers saved an average of £89 by switching internet providers, underscoring Which?’s role as an essential resource for smarter consumer decisions.
Creative
Engaging design choices transformed this email from a simple summary into a celebration of each member’s journey with Which? over the past year.
To create a seamless brand experience, we aligned the email’s design with Which?’s above-the-line campaigns, ensuring consistency across channels.
We brought the brand to life in a one-to-one space by incorporating the signature Which? Red illustration line to highlight key insights. Bold monetary stats and dynamic, playful product imagery further enhanced the impact, making the value of membership both tangible and visually compelling.
