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Shell

A new library of building blocks for Shell's Miles & Me e-mails, ready for the marketing team to use.

Client
Shell
Fields
Websites and software
Team
Perry
The question

What it was about

Shell's marketing team sends customers e-mails about Miles & Me, among other things about extras you claim with Air Miles at Shell.

The existing system lacked things the team needed. A lot had been tested, but nobody had taken a critical look at how the e-mails help the customer along.

What we did

A library for e-mail

  • A critical look

    We looked at the existing e-mails through the eyes of the reader.

  • Proven methods

    Based on proven methods, such as scarcity and the Von Restorff effect, we proposed new building blocks.

  • Two kinds of e-mail

    Miles & Me with extras and tips, and an e-mail to redeem Air Miles before they expire.

  • Ready to use

    The marketing team puts together new e-mails with it themselves, in light and dark mode.

On screen

The work itself

Two Shell e-mails side by side: Miles & Me with Kies uit deze extra's, and the e-mail to redeem Air Miles with Trakteer jezelf op een extraatje and the button Claimen.
Miles & Me and the e-mail to redeem your Air Miles, side by side
The Miles & Me e-mail with the principle behind each section: Cialdini (scarcity) at the end date, the law of proximity and the Von Restorff effect at the extras, and the serial position effect at the order of the cards.
The principle behind every section, from scarcity to the Von Restorff effect
The Miles & Me e-mail in dark mode on a phone, with the Air Miles and Shell logos at the top and Kies uit deze extra's below.
Miles & Me in dark mode on the phone
How it works

How an e-mail is built

This is how an e-mail from the new library is put together.

  1. Header and image

    At the top Miles & Me, your balance and an image from the shop.

  2. Extras

    Offers in cards, each with its own button to claim and a clear end date.

  3. Steps

    Numbered steps that explain how to claim an extra at a staffed station.

  4. Opinion

    At the bottom, the question what the reader thought of the e-mail.

The result

What it delivers

  • Two e-mailsMiles & Me and redeeming, from one library
  • Ready to useby the marketing team itself
  • Well-foundedevery block based on a proven principle

Next case

All cases

One conversation, and you know where the gain is.

In 30 minutes we look at your current approach: website, campaigns and findability as one whole. You talk directly to a specialist, not an account manager.

Max, Cas or PerryAvailable until 5:30 p.m.
Book a strategy call

Or get in touch directly: info@talkpixels.nl 085 - 06 01 201