Business owners are busy people with a never-ending influx of emails. Getting them to open yours is the challenge we always worked to overcome for American Express. So we approach every email with one question - how do we create something valuable and worth opening for users?
A method to the madness.
This email for new Business Gold Card Members gave users education on the Card’s rewards structure as well as other benefits. It’s a lot of content, but we organized it with expandable menus.
Information on their terms.
The menus held questions that Card Members might have regarding their Card. Once clicked, the answers and necessary details would expand open.
Instead of barraging users with information in an email long enough to cramp thumbs, we presented it in a way they could read and digest for themselves.
It was the first time American Express had implemented a design like this, and they were very excited about the results.