American Express tasked my team with redesigning an email that gets triggered to Platinum Card members after they book a flight. The goal: To reinforce card benefits and drive user engagement, benefit enrollment, and hotel bookings. Because 50% of the American Express audience view their emails on smartphones, we produced the creative with a mobile first approach.
I served as the lead designer throughout the entire project lifecycle, responsible for developing concepts, wire-framing placements, producing final creative, and delivering assets to our developers and third-party partners. My copywriter & I leveraged static data and dynamic personalization functionality to create a framework that served up geo-targeted content. The final creative was a premium-looking communication that increased cardmember spend through succinct, relevant, and personalized content.
The consumer response was extremely positive. The difference between the old and new email was 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."
UI Design, Design Direction
The Sandbox Agency
Here are the full designs for the desktop and mobile email:
Each module contains different tiles that swapped in based on the card member's purchase history and benefit enrollment status. Below are the versions for these 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