Movable Ink worked with Amex to design emails promoting the launch of new member benefits for its Platinum Card product across key lifestyle areas. With compelling copy like “Welcome to Travel Reimagined,” the emails clearly outlined what was new versus what was changing. They also reassured customers that their existing benefits remained by showcasing their personalized benefit usage to date. A new qualitative “Membership Strength” tracker enticed customers to enroll in and use their benefits. Results: open rate +16.5%; CTR +98.4% above internal benchmarks.