EMAIL STRATEGY

The Work: Postmates Fleet Mobilization

The Narrative
At KMM Creative Direction, we understand that the strength of a platform is only as deep as its connection to its people. For Postmates, the fleet of 200,000+ couriers is the heartbeat of the brand. We took a fragmented communication stream and transformed it into a cohesive, high-performance dialogue that resonated with the individuals powering the "anything, anytime" promise.

The Strategy: Orchestrated Synergy
Creative direction is the art of orchestration. We sat at the intersection of Brand, Design, Product, and Marketing to ensure the Fleet's experience was as sophisticated and seamless as the customer's.

• Collaborative Rigor: We unified cross-functional teams to build a singular, authoritative voice for the courier network.

• Empathetic Communication: We reworked the copy to be more than just instructions. We spoke to the fleet with clarity, respect, and purpose, ensuring they felt seen as vital partners in the ecosystem.

• Data-Led Intuition: We bridged the gap between product requirements and human engagement, refining every subject line and call-to-action to feel less like a "notification" and more like an "opportunity."

The Result: Impact at Scale
The shift was immediate and measurable. By aligning the brand's visual and verbal language with the needs of the fleet, we didn't just move information—we moved people.

• Velocity: Within the first week of implementation, email open rates surged from 11% to 42%.

• Authority: We successfully scaled a personal touch to over 200,000 couriers, setting a new benchmark for internal brand loyalty in the gig economy.

• Lasting Connection: This work proved that even at massive scale, intentionality drives performance.