Email Campaign & Strategy

Email Campaign Copywriting & CRM Performance Optimization

Situation:
Honda’s monthly SFMC campaigns for Elevate, City, and Amaze had plateauing open and click rates. Creative variations were minimal, segmentation was generic, and messaging didn’t reflect model-specific user motivations.

Task:
Improve email engagement and downstream conversions through better copy, segmentation, and creative packaging.

Action:

• Wrote and tested model-specific subject lines, preview text, and CTA variations
  e.g. “Own the City, Not Just a Car”, “Amaze Yourself This Festive Season”

• Developed email visual mockups with design team to align tone with each car’s persona

• Conducted A/B tests across 3 variants: emotional, rational, hybrid copy

• Adjusted segmentation logic using CDP: recency, page visit behavior, past model ownership

• Built a subject line swipe file + headline bank to standardize creative direction across months

Result:

• Open rates improved by 17%, click-throughs by 22%

• Best-performing campaign delivered CTR of 3.1% (vs 1.7% avg previously)

• Enabled monthly campaign calendar to be aligned with model releases and user intent

• Client feedback: “The emails now sound like us. Finally.”