Background and objectives
E-Lites were an e-cigarette brand, from Japan Tobacco International. They had to transition to a new brand name, Logic, due to the Tobacco Products Directive II (TPDII), a complicated legal directive which would inhibit their messaging across social media – it even forced the name change. With the onset of TPDII, the current newsletter strategy was not compliant with the dense legal directive, so I was tasked with planning content to educate the audience, transition communications into compliant territory, as well as managing an extremely important source of revenue for the brand through a difficult and uncertain period.
​
I undertook work on their newsletter communications, working to a number of objectives:

• To increase monthly revenue
• Oversee the migration from YMLP to Mailchimp. 

• Build true brand loyalty

• Retain customers whilst growing the database.
The strategic approach
The database was split into multiple segments with content specifically crafted for each of these groups based on their propensity to purchase due to a range of factors, such as what their favourite product was, or how long since they had last purchased. A level of various offers and discounts was applied. Moving on from the old content (which was not now compiant) I also included company news, social media content, and educational news regarding the migration, all the while ensuring this content was legally compliant under stringent legal requirements. I mananged the design, creation, and implementation myself in Mailchimp.
The results
This was a unique and distinctly tricky project. The core question of how to craft creative and engaging experiences for customers while under strict regulations was central. The directive meant that there were strict regulations around which language could be used in what manner, strict regulations around colour too, for example. The central question of how to create compelling content under such restrictions pushed me to think outside the box, experimenting, while also ensuring I hit the core KPIs.
It was also key to hit the objectives of the company, manage the migration, and ensure that a key source of revenue was protected and flourished under new regulations. I’m proud of this unique project which illustrates that sometimes strict boundaries product creative results, achieving all of the objectives and more.
• Average loyal revenue increased by 82%
• Average lapsed revenue increased by 119%

• Oversaw success email migration 

• Retained customers and grew the database