American Express asked the Sandbox Agency to produce a personalized strategy-driven travel email that triggers to Platinum Cardmembers post-flight booking and reinforces their Card benefits to drive engagement, benefit enrollment, and hotel bookings. Since 50% of American Express' audience is on mobile, we approached the creative with a mobile first point-of-view.
Under the guidance of the Associate Creative Director, I served as the lead designer throughout the entire creative lifecycle, from developing initial concepts to wireframing placement variations for all targeting scenarios to executing final designs for our internal development team & our partner Movable Ink. Using static data and dynamic personalization, I worked closely with a copywriter to deliver personalized destination content, personalized benefit content, and hotel properties targeted by destination. The final product was a premium-looking creative that drove other travel spend through succinct, relevant, and personalized content.
The consumer response has been extremely positive. The difference between the 2018 and 2019 communication 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