AMEX Member Essentials Newsletter
AMEX offers many different credit card types. All geared toward people with different needs, income levels and lifestyles. I helped develop a newsletter template that worked across all the card products while taking on the brand aesthetic for each card. The newsletter had dynamic modules that were flexible to be strategically personalized to each card-holder. We combined purchase history and known information to dynamically serve content to each card-holder based on things that would appeal to their lifestyle and the persona of each card type.
The strategy of these emails was to be as personal and relevant to each card holder as we possibly could. It was achieved by leveraging customer data, combined with persona based lifestyle cues, to dynamically serve up historical and predictive content. Here’s a diagram of how it worked.
Project Contributors:
Me: Design Direction, Art Direction, Design
Jacob Gawrysiak: Creative Director (Handed Off To Me)
Luke Daigle: EVP, Digital
Erik Wennerod: VP, Strategy
Rahem Yehia: Executive Producer
Kate Whitenight: EVP, Client Services