American Express asked my agency to produce a highly personalized email that triggers to Platinum cardmembers after they book a flight. The goal: To reinforce card benefits and drive user engagement, benefit enrollment, and hotel bookings. Since 50% of the Amex audience views their emails on smartphones, we produced the creative with a mobile first approach.
Under the guidance of the Associate Creative Director, I served as the lead designer throughout the entire creative lifecycle, from (1) developing initial concepts to (2) wireframing placements to (3) producing final creative to (4) delivering assets to our developers & third-party partner, Movable Ink. Relying on static data and dynamic personalization, I worked closely with a copywriter to deliver benefit details, geo-targeted content, and dining & lodging recommendations. The final product was a premium-looking creative that drove up cardmember spend through succinct, relevant, and personalized content.
The consumer response was extremely positive. The difference between the 2018 and 2019 email is a 23% increase in open rates and an 88.42% increase in click to open rates. The client even stated, "We're seeing out of control amazing results; I didn't even believe them at first."
Below are the desktop and mobile emails.
Below are the many design versions for different targeting scenarios.
1) Custom Heroes for Top 25 Markets
2) Card Benefit Tiles based on Enrollment Status (Enrolled/Not Enrolled)
3) Global Dining Collection Benefit Tiles for Top 19 Markets