Email design
AMEX trigger marketing emails
Project overview
AMEX needed new trigger email templates as part of its Membership Rewards 101 campaign that targeted card users who didn't meet the spending threshold for bonus points within the first three months. These templates educate users on their current points balance, how to maximize point earnings on purchases, and how to redeem those points.
My role
I collaborated with the founder of the design firm, a design director, copywriter, project manager, and creative strategist
The challenge
The challenging aspect of this project was that the same email template had to work across many different types of users (those who almost reached the spend threshold to those that were very far away) and card products (Amex EveryDay, Amex EveryDay Preferred, Green Card, Gold Card, and Platinum Card).
The solution
In order to best engage these Card Members, we opted to dynamically populate content into these new MR 101 emails based on two key criteria: card product and card member spend.
Final UI designs by card type
Threshold: close to spend threshold
Audience: Basic entry level card, the most accessible to everyone. Used for day to day expenses like groceries and gas.
AED card
Threshold: Far from spend
Audience: An older demographic who likes luxury and travel
Platinum card
MYCA (My Card Account) Trigger Emails Overview
Final UI
The purpose of these emails was to drive enrollment in MYCA and engagement with the Mobile App. They are triggered to be sent to card members that A) have 45 days of tenure and have not yet enrolled in MYCA or B) have not have had their first login in the app.
Welcome to mobile email (consumer)
Welcome to mobile email (business)
Day 45 mobile app trigger email
Day 45 MYCA app trigger email
