American Express® – Now is A Good Time to Start Saving Email Campaign

About Project

The American Express® Savings High Yield Savings Account (HYSA) offers a higher rate than the national average, a top selling point for the product. However, frequent rate changes make it challenging to showcase the competitive rates in digital marketing campaigns.

American Express® Savings had tested into showing rates in their acquisition emails, but still faced an obstacle. When people opened emails weeks later and went to apply for a HYSA, the rate shown in the email could be different than the latest offer.

To solve this problem and enable email content to update in real-time – within an image – American Express® Savings, along with Sage Communications, their creative agency, turned to Movable Ink.

The new July email creative showcased a happy couple next to the headline “Now is a good time to start saving,” along with “Earn 4.00% APY on a High Yield Savings Account” front and center. If the rate changed since launch, the APY would automatically be updated within the image. This was tested against the previous month’s control, which didn’t have the image or the ability to auto-update.

The new creative worked, resulting in a 72% higher response rate than the control email!