The Engagement Trigger Emails campaign focused on personalizing the message to American Express card members to make them repeat customers. Movable Ink triggered messages based on their status. Recognition and re-engagement led to a 48% open rate and 20% above benchmark for the recognition trigger and re-engagement emails. The opt-out rate resulted in 50% less people dropping out, and 63% less people opting out. The first recognition email was sent May 2021, followed by the re-engagement email campaign on June 10.