Two Renault launch emails side by side: a Scénic E-Tech hero email with a pink-to-black gradient and press pull-quote, next to a Rafale E-Tech order email with a light blue hero and a finance offer block

Renault UK · with leSHOP

One layout system, built to flex across the range.

☕ about a 2-minute read

Overview

Renault UK’s CRM programme, run through leSHOP, covers the always-on layer: monthly newsletters, welcome flows, retail activations and launch comms for the model range, from Clio and Captur through to the electric Scénic E-Tech, Rafale E-Tech and R5. None of it replaced Renault’s existing global creative direction. It had to sit inside a locked-down system of type, the diamond mark, photography treatment and tone.

The brief was to modernise and vary the email design without stepping outside those guidelines. That meant building a modular layout system: blocks that reorder and recombine across sends, dark and light sections alternating down the scroll, and hero treatments that shift per model while the underlying framework holds, all built to render consistently across email clients.

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models carried through one flexible template: Scénic E-Tech, Rafale E-Tech, R5, Clio and Captur
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email formats built on the same system: newsletters, launch comms, welcome flows and retail activations
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layout framework, restyled per model without leaving Renault’s brand guidelines

Working inside someone else’s rules.

Renault’s global creative direction set the boundaries before any layout began. Type, the diamond mark, photography treatment and tone were fixed from above the UK CRM programme, and the brief was to modernise and vary the email design without stepping outside any of it: no new fonts, no reinterpreted mark, no departure from the approved photography.

Two Renault CRM emails side by side: a Clio E-Tech full hybrid retailer email with a blue gradient hero and interior detail shot, next to a Renault 5 email with a video hero and a press pull-quote from Auto Express
Two Renault brand emails side by side: an early 'renault. rethink.' campaign email with a warm gradient hero and a footer of contact and FAQ icons, next to a Renault 5 teaser built around an R5-shaped diamond mark and a 'join wt5' waitlist call to action

A modular system, built to shift.

The craft sat in the layout underneath those fixed elements. Blocks were built modular, so a monthly newsletter, a launch email and a welcome flow could all be assembled from the same components, with dark and light sections alternating down the scroll to keep longer sends readable.

Hero treatments shifted model to model, from the Clio’s blue studio lighting to the Scénic’s pink-to-black gradient to the R5’s amber glow, while the underlying framework stayed identical send to send. Every layout was also built defensively for the inbox itself, so a newsletter held up whether it landed in Outlook, Gmail or an iPhone mail app.

Two Renault monthly newsletters side by side, each opening with a Scénic E-Tech hero and Car of the Year badge, followed by modular sections for a Captur order-opening and a Scénic test-drive retail activation at Westfield
Two Renault emails side by side: a newsletter covering a Renault 5 retail activation at St Pancras International, next to a welcome-flow email introducing new sign-ups to the brand with a Scénic hero
“The same framework, restyled for every model in the range.” ✳

A programme built around real momentum.

The heaviest lifting came around launches. Scénic E-Tech, Rafale E-Tech, R5, Clio and Captur each got dedicated hero treatments timed to model news, and that news carried weight of its own: the Scénic E-Tech and the R5 E-Tech both went on to win European Car of the Year, back-to-back for Renault, with the R5 also named TopGear.com’s Car of the Year. The email programme was the layer that turned that momentum into test drives, orders and stand visits.