Email Marketing Creativity Loyalty or Membership Programs, Sailing into Success: The Smart Content(TM) Email Newsletter for Amex Travel

Amex Travel revamped its emails from a “one-size-fits-all” approach to a truly personalized 1:1 customer experience. Using first-party data and algorithmic targeting based on customer mindsets, email service company ERGO launched an ongoing, highly individualized monthly eNewsletter for the brand’s loyal and new customers. Behavioral targeting aided sensitivity to customers’ COVID concerns, serving up messages based on an individual customer's comfort level with travel–even if that was zero. Results: open rate 42%+ lift, engagement 62%+ lift, 10X increase in travel bookings via

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