Project objective:

Current DriveTime customers were receiving emails asking them to upgrade their car two years post-purchase. A gap was identified in our customer nurture as many customers were eligible to upgrade much earlier. Two new emails were created to incentivize customers to upgrade into a new car at an earlier point.

Creative process:

I utilized this project as an opportunity to bring in DriveTime's new brand voice to our emails. My main focus while writing was highlighting the benefits to upgrading your car through DriveTime. This project required a lot of creativity within the copy to entice customers while still remaining legally compliant. I worked hand-in-hand with our email graphic designer and our legal department to get this email through 3+ rounds of legal and stakeholder review.