American Express was searching for a compelling way to upsell Blue Sky Cardmembers to the Blue Sky Preferred Card, which has a $75 annual fee. Working from the insight that many Cardmembers don’t travel long-distance often enough to see benefits from the added points for air miles, we created the “everyday adventurer” concept for this e-mail campaign. I also did the strategy for this project, creating four distinct positioning statements before we began on the creative.
DRIVE TO PAPERLESS CAMPAIGN EMAIL
DRIVE TO PAPERLESS CAMPAIGN BANNER
DRIVE TO PAPERLESS CAMPAIGN
As part of an ongoing effort to switch Cardmembers from paper to digital statements, my team created a series of e-mails and banners extolling the benefits of going digital.
BUSINESS GOLD REWARDS EMAIL
To promote the new Business Gold Rewards Card, my team created a playful e-mail and microsite that combined features with emotional benefits to entice business owners to make the switch.
Business Gold Rewards Card Landing Page
EVERYDAY CHARGES FEDEX EMAIL
This highly iterative campaign relied on multiple offers from different American Express partners. I was tasked with presenting the offers as unique and compelling, while efficiently explaining a complex system of points and rewards.
EVERYDAY CHARGES OFFICE MAX EMAIL
FRAUD PREVENTION WEBINAR EMAIL
To assist the Merchant Services department at American Express in adding value to their offering, my team created this top performing email offering a free fraud prevention webinar. The email achieved a 41% open rate, with 300 merchants enrolling in the webinar.
ACCOUNT ALERTS EMAIL
For this direct campaign, we created different messaging for Cardmembers based on missed payments in the past. For this iteration, targeted toward Cardmembers who had missed at least one payment in the past six months, we leveraged the very real experience of late fees to generate awareness and drive sign-up for account alerts.
At Boombox, an agency specializing in relationship marketing, I was brought in to provide creative leadership for highly iterative campaigns across consumer and B2B verticals.
direct marketing, digital CRM
Branded content writing, SEO writing, native advertising, and creative strategy