Our client acknowledged a need for highly efficient communication with customers at key steps through the loan process. It settled on an automated email journey – the core demand of which was clear editorial. In the simplest terms, written content had to function as expert customer guidance.

Actions

We began with a holistic approach to the journey. Each email functioned in direct relation to the others, which had to be reflected in the content. During the writing process, this meant finding a balance between informing the reader of the overarching picture, but remaining concise enough to keep the key message of each email clear.

This key messaging was made to stand out with language as well as editorial structure. In addition to this direct reader focus, we had to retain a brand-appropriate voice throughout. As ever, we worked to assimilate our client’s established style, so new content fit seamlessly with reader expectations.

A focus on converting users was also introduced. Those with ongoing loans were served eCommerce calls to action as a natural next step in their Hire a Camera journey. This targeted marketing to those with a known interest has proven successful, and serves as a prime example of our editorial team’s ability to capitalise on otherwise solitary deliverables.