Brits email
A marketing email in collaboration with mastercard where customers could win tickets to the brits
I was briefed to create an email to our Credit Card customers where our customers have the chance to win tickets to The Brits. There were steps the customer could take to secure extra entries into the competition, such as regular spend on their card and registering their card with online banking. This was part of a larger ‘digital adoption’ campaign.
development
There was a section of the email where we explained to the customer exactly what they needed to do to secure extra entries into the competition. I needed to make sure it was as straitforward and clear as possible.
To make it stand out I tried using contrasting colours, icons and different layouts. But they still seemed too complicated.
final outcome
I decided to keep the layout as simple as possible by seperating the ‘spend’ and ‘register’ actions.
I also designed the email banner and the packages pod which explained to the customer what they could win in each of the packages.
Insights
The prize draw drove greatest incrementality on out of group spend via increased transaction frequency.
Account holders aged 30-50 saw the largest incremental spend, as well as travel and grocery / supermarkets for industry spend.
The campaign successfully drove customer retention across all engagement levels.
