In Q4 2015, American Express OPEN developed a new value proposition.
With the task of refreshing its lead nurturing program, we created a comprehensive email campaign. The goal was to engage prospects with relevant, modular content outlining the value of the relationship between small business owners and American Express. The strategy employs the 4-1-1 marketing rule, maintaining relevance with prospective customers by combining four educational emails with one soft promotion and one hard promotion.
CLIENT: American Express OPEN, DESIGNER: Ryan DeGuzman
Strategy & Wireframing
Content mapping portion of email concepting
Email Creative
The first email in the series introduced the three pillars of the new value proposition: expert services, tools and benefits, and funding. Each subsequent message expanded upon one pillar, and topical customer testimonials provided relevant secondary messaging. The final email in the series prompted a card application.
