AMERICAN EXPRESS EMAIL campaigns

AMERICAN EXPRESS EMAIL CAMPAIGNS

The Challenge: Create unique email marketing campaigns that stand out amidst Amex’s wide catalogue of products.

The Solution: Bring the story of each email campaign to life, with exciting visuals and clean, direct copy.

A client like American Express is never just one client—each product Amex offers to people is unto itself a living, breathing, semi-independent brand. So when I developed copy, I brought each product to life by focusing on the unique needs of every card member who was receiving these emails. From the day-to-day shopper looking to redeem travel miles to the luxury card users of the Centurion Card (the famous “Amex Black Card”) who lived for elegance and exclusivity, each email had a story to tell.

Amex DELTA SKYMILES GOLD CARD

This campaign is all focused on encouraging card members to spend a predetermined amount and earn a set amount of miles. One challenge we faced was developing creative without knowing the exact amount the card member had to spend or the amount of miles they would earn. Amex often uses dynamic amounts in these scenarios, since it often changes or is subject to change based on the many legal and regulatory guidelines that the brand has to follow.

To get around this, I injected the email’s body and headline (see left-most image) with the brand’s encouraging, informative tone without getting too specific about the amount they had to spend or what they would earn.

In addition to earning that reward, I also had to find a way to remind them that they had other, additional benefits they could take advantage of. So I created this “2X MILES” (see right-most image) section, where I reminded the card members that there are more rewards to be earned and more benefits to take advantage of when they use their card.

BOOK NOW, PAY LATER

In the last few years, plan payment programs have become a common offering from both third-party companies and financial institutions. Amex is no different.

This campaign was focused on their “Plan It” feature as part of their partnership with Delta Airlines. I wanted to take this copy beyond encouraging card members to travel, so I kept the headline short, sweet, and to the point “BOOK NOW, PAY LATER” to excite card members with the possibility of travel. In addition to that, the Amex brand is all about honesty so I wanted to let card members know that there’s only a fixed monthly fee instead of any surprise charges or interest.