Challenge

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

INSIGHT

The rewards, Amex points, are to abstract for members to engage with.

SOLUTION

Using user data like card type and purchase behaviour, we translated the rewards into tangible benefits, that resonated with each specific mini target audience. For example, if you dined out a lot, the points would be translated into a free meal, if you were a traveller, we focussed on flights or in-flight upgrades and so on. A set of 72 emails allowed us to micro target our audience with a benefit we knew they loved.

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.