The briefWilliam Hill needed copy written for regular CRM emails to retain, up-sell and cross-sell sports betting and other e-gaming products to their existing customer database.
The execution
A long-term programme of testing and refinement was used to learn the most successful approach to the copy. A lively but practical and recognisably human voicetone and writing style was developed as a result of the analysis of email performance.
The outcome
Under my direction bet revenue per email sent grew by nearly 130% and email open rates went up more than 50 per cent. Click-through rates also increased significantly as a result of the continual cycle of testing, analysis and refinement.
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