American Express Small Business wanted to increase loyalty with their personalized monthly newsletter, Your Business by the Numbers. ERGO, which has supported the program for years, developed three unique design approaches. Small business customers tested the approaches with eye tracking analysis and gave feedback on the updated content, template redesign, and visual direction. The approach used data, updated illustration-based design, and API-driven rewards and offers based on amount card members spend to drive higher engagement rates, time spend in the inbox, and dollars spent.
Credits: Marissa Goba, Senior Manager, Digital Customer Marketing Krystian Tomasiewicz, American Express Thomas Monahan, American Express Sergei Rokachov, American Express John Hendricks, CEO, ERGO Jackie Dunning, VP, Strategy & Content, ERGO Stephen Henke, Senior Content Strategist, ERGO Beth Roche, Senior Designer, ERGO Gina Abbatiello, Designer, ERGO David Stansberry, Content Writer, ERGO Delilah Schwartz, Senior Client Success Manager, ERGO