Challenge

Member-get-member referrals are key to drive new member subscriptions, but weren’t delivering the numbers expected.

INSIGHT

The rewards, Amex points, are to abstract to communicate a value members can engage with.

SOLUTION

A set of 72 unique emails based on card type and audience insights. Using user data allowed us to we translate the rewards into tangible benefits, that resonated with each specific mini target audience. The campaign was so successful that American Express had to turn it off for a while because they couldn’t keep up with the amount of new members.