American Express brings hyper-personalization to email

American Express, the financial-services provider, has used personalization to enhance its email marketing efforts.

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.

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