AMERICAN EXPRESS

Platinum Card Early Tenure Email Refresh

American Express's Digital Onboarding and Engagement (ODE) team tasked OnBrand with completely overhauling their Early Tenure Email Communications, specifically for Platinum Card Members.

The existing email onboarding curriculum was stale, generic across all card products, and failed to reflect the Platinum Card's prestige or resonate with its increasingly younger (70% Millennial/GenZ) audience. Our opportunity was to create a Platinum-exclusive experience that communicated its distinct benefits and justified the $750 annual fee, differentiating it from other products.

I developed the entire look and feel for this refreshed email curriculum, from photography selects to building out all 12 emails with dynamic modules. This involved strategically segmenting the content for both existing and net new Platinum Card Members to ensure maximum relevance and drive action. The result was an elevated onboarding experience that set a new standard for marketing emails across American Express.