Welcome journey emails for a Cotswold Outdoor Group's loyalty programme launch

When the company went through a rebrand, the customer loyalty programme needed an upgrade too. It needed to work harder for our customers and for the business.

The brief was to rewrite the comms across all three brands (Runners Need, Cotswold Outdoor, and Snow+Rock) and rethink the welcome journey. We wanted to make ourselves more useful, provide real value, and stand out against competitors who also had strong loyalty offerings.

I started with the foundations: welcome emails and birthday emails as a first pass. Each brand needed its own version, but the messaging had to ladder up to the same programme: Explore More with the strapline 'Get more. Be more.'

The welcome email introduces the programme warmly, weaving in the new benefits without overwhelming. For the birthday email, I worked with the designer to create something that would stop people scrolling then tailored the copy to each brand's audience. The reminder email brings members back in, gently nudging them towards benefits they might've forgotten about.

I also wrote the landing pages where these emails clicked through to: a birthday page explaining how to use their voucher, and the main loyalty scheme page that tied everything together.

The result: a loyalty journey that feels less like a sales pitch and more like we're genuinely helping customers get more from the things they love doing.