SITUATION
Supported the Existing Card Member monthly cross-channel communications campaign delivered to 23 million customers for multiple card products.The goal was to manage creative continuity and optimization across channels including email, direct mail, banners, online destinations, and mobile with responsive design.
ACTIONS
Created uniform yet flexible templates, wrote ownable and engaging message strategy for the year, streamlined workflow with new system and scheduling, developed A/B and multivariate plans, managed and collaborated closely with cross-functional teams, stakeholders, legal, large agencies and vendors.
RESULTS
Open Rate:
From 20.6% Q2 2012 to 23% Q1 2013
Click Through:
From 37.6% Q2 2012 to 40.3% Q1 2013
