Our agency was responsible for many of the American Express Travel communications. For several years I served as Creative Director for one of their key communications: a weekly email to opt-in subscribers. These emails are value-driven with a fresh editorial slant to position the brand as a contender in the saturated Online Travel Agent marketplace.
We utilized kinetic and real-time technologies to heighten engagement, and continually optimized for results. Here, weekend trip ideas are dynamically personalized in real time to display only locales accessible by car, with the nearest flagged to enhance personal relevance.
Since inception, the weekly email has delivered on- or above-goal opens (avg. 52% monthly and 33% weekly), CTRs, conversion and revenue.