Overview

Petro-Canada's Petro-Points program is one of Canada’s most well-known fuel loyalty programs, with millions of members in communities spanning the country. Starting in 2023, we stepped in to overhaul, streamline, and refine their member email contact strategy, making the impact of the program more emphatic and ubiquitous than ever before.

Challenge

An audience of millions comprises multiple demographics, interests, and behaviours. We knew that an effective email strategy must account for those differences, delivering exceptional value in every word and graphic while using rock-solid data management and segmentation to keep the user experience as smooth as possible across devices and milestones. The implementation also had to be done without any loss or compromise of customer data, and without interruption to emails already in progress.

Insights

After thoroughly auditing the programs previously used to deploy emails, we recommended various quality, software stack, and workflow upgrades to lay the framework of an enhanced, systematic creation and control process. Our team imported and sorted existing customer data into relevant lists, ensuring that all new members would be automatically added to the right CRM categories and that dynamic email sequences would automatically be sent only to relevant audiences.

Results

Since overtaking the program, we have spearheaded initiatives like HTML-first emails for proper responsiveness and accessibility, bespoke Litmus and quality assurance processes, an immensely streamlined feedback flow, and vastly improved agility for the creation of highly-personalized welcome emails and automated email sequences. This approach has halved the production time on email deployments compared to pre-WJ figures while providing much more transparency and insight into audience data and optimal targeting factors.