American Express is using a strategy of hyper-personalization and real-time data updates to dramatically boost the effectiveness of an often maligned form of online marketing: the business email.
David Knapp, director/digital marketing at American Express, took over the company’s business email newsletter in 2015, he told the Data & Marketing Association’s (DMA) 2018 &Then Conference in Las Vegas.
And its revised approach – which now provides focused, individualized content – has led to a compound annual growth rate of 150% in engagement, an achievement recognized with a Silver award at the DMA’s 2018 Echo Awards for best email campaign,...