Amex Offers

One of the largest American Express CRM programs with over 100m sends per year, the Offers program is loved among Card Members. However, it was starting to feel dated and robotic. After years of minor band-aid fixes, it was time for a refresh.

I oversaw execution and launch of this new CRM program.

Results: There was an 88% lift in CTO and 78% increase in CTR. Over the first full month of deployment, clicks registered doubled as compared to pre-redesign numbers.

Responsibilities: Creative Direction

Agency: Sandbox

An open-ended problem

We were asked to rethink the Amex Offers CRM program from the ground up. Everything was up for grabs.

In our audit of the current emails, we saw inconsistencies and out-of-date Amex branding.

Our goal was to increase enrollments and redemptions and to reengage Card Members with the program.

Giving new meaning to each step in the cadence

The existing program sent weekly emails to all members. We adjusted so that each of these sends would feel fresh and new, switching between general offers and Category specific offers.

Additionaly we proposed highly interactive and other reengment sends quarterly to keep users excited

Designing inside out

We approached this problem by focusing on the key element of the program, the Offers card and working our way outwards.

Each card hard to include specific dynamic data, and all offers were slightly different. We created rules to guide the writing of each offer and how they populate in the email. Additionally, Fallback content needed to be created in case of data failures.

Making saving and earning easier

The top offers are organized by category — Travel, Dining, Retail and Misc. The change in structure allowed Card Members to rethink how they engage and redeem their Offers.