American Express: Your Business by the Numbers – Small Business e-Newsletter

American Express, a financial services corporation, leveraged machine learning and data science to layer card spend and usage behavior with program engagement at the user level, giving it the ability to tailor communications to each US card member's individual needs.

Agency: ERGO Interactive

Objectives

A client came to us with a problem. He wanted to connect with millions of small business customers, but his current e-Newsletter program had so many limitations that each individual small business owner was treated the same. The communication was seen by some as spam-just another email for a busy SBO to have to delete.

How could we create something that was actually useful? What would it take to turn a one-size-fits-all communication into a truly personalized one-to-one digital conversation?

Campaign objectives:

Engagement:

Develop an ongoing monthly communication to keep SBOs engaged with their card...

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