Supercharging Which?’s Year in Review Email.

Which? approached us to redesign their Year in Review email, aiming not only to create a more engaging customer experience but also to elevate their brand and set a new benchmark for CRM communications. The goal: highlight key data points that showcased customer engagement, reinforced the brand’s value, and reminded members how to make the most of their membership — ultimately driving retention and increasing usage.

The Strategy: From annual summary to membership moment

A core focus of the Year in Review email is personalisation — tailoring the experience to each member by showcasing their individual engagement with Which? and reinforcing the tangible value the brand has delivered over the past year.

By highlighting key interactions — such as app and website usage, savings from switching providers, and financial benefits from money-saving advice — the email strengthens brand relevance and reminds members why their membership matters. For example, we emphasised that customers saved an average of £89 by switching internet providers, underscoring Which?’s role as an essential resource for smarter consumer decisions.

The strategy was built around three ambitions: to personalise the experience to each individual member, to elevate the brand by aligning the email with Which?’s above-the-line campaigns, and to drive retention and usage by connecting every member’s behaviour back to real, measurable outcomes. To make that happen, we:

• Personalised the experience to each member by surfacing their individual engagement data throughout the email
• Highlighted tangible financial savings across switching, consumer rights, major purchases and everyday money-saving advice
• Created dynamic content tiers — from ‘Advice Ace’ to ‘Relaxed Reader’ — that celebrated each member’s unique relationship with Which?
• Reinforced the brand’s value proposition by connecting each member’s behaviour back to real, measurable outcomes

The Solution: Designing a celebration, not a summary

Engaging design choices transformed this email from a simple summary into a celebration of each member’s journey with Which? over the past year.

To create a seamless brand experience, we aligned the email’s design with Which?’s above-the-line campaigns, ensuring consistency across channels. We brought the brand to life in a one-to-one space by incorporating the signature Which? Red illustration line to highlight key insights. Bold monetary stats and dynamic, playful product imagery further enhanced the impact, making the value of membership both tangible and visually compelling.

The creative system was built around four key value moments, each with its own personalised stat and call to action:

• Switching savings. Members who used our comparison services saw an estimated average saving of £89 on connectivity — with a direct prompt to compare now
• Consumer rights wins. Members who made a complaint using our consumer rights tools benefited by an estimated average saving of £108 through refunds or compensation
• Smart purchase decisions. Members who used reviews and endorsements advice to make significant household purchases benefited on average by £50 to £135 in savings
• Everyday money advice. Members saved an estimated average of £62 over the year just by following everyday money-saving advice — from switching bank accounts to finding the best deals on products

Each member’s engagement level was also celebrated through personalised reading tiers — Top 1%, Top 5%, Top 25% and Top 40% — with copy that recognised their individual relationship with Which? and encouraged them to explore even more.

The Result: A new benchmark for CRM communications

Our creative is now live and arriving in the inboxes of Which? subscribers — and we can’t wait to see what effect it has on both retention and engagement.

By transforming a standard year-end summary into a deeply personalised celebration of each member’s journey, we set a new benchmark for what Which?’s CRM communications can be. Every stat, every saving, and every personalised moment came together to remind members not just what Which? did in 2024 — but why it matters to them personally.

Once the results start rolling in, we’ll update this case study to share how it performs.