CASE STUDY:

DYNAMIC CONTENT DRIVES REWARDING BEHAVIOR

Synovus is a modern finance company with deep roots in its local communities. A huge initiative for 2017 was the rollout of enhanced credit cards with deeper rewards and more enticing cash back options.

BrightWave helped Synovus tell the story of their revamped credit cards with a highly dynamic email series that touched on seasonally relevant topics. The question on the mind of every marketer when investing in dynamic content development: Was the lift worth the effort? The answer’s yes. In a highly rewarding way.

5 cards, 5 emails each = 100% worth it

Travel Rewards Visa® Credit Card
Rewards Visa® Credit Card
Cash Rewards Visa® Credit Card
Classic Visa® Credit Card
Business Visa® Credit Card

AN EMAIL FOR EVERY CARDHOLDER

With five different credit cards getting significant improvements to their rewards models, Synovus needed to:

Communicate changes to cardholders

Educate cardholders on new benefits

Increase card usage and overall spend

In the cross-channel scheme of things, email was a perfect solution for these challenges. In addition to designing a five-touch email series for each of the five audiences, we designed custom landing pages to clearly and concisely outline all the new rewards.

Email was the perfect solution for these challenges, since we could deliver highly targeted messages.

TIMELY TIPS FOR BLACK FRIDAY & BEYOND

To keep engagement up throughout the series, BrightWave created a strategic messaging matrix indicating when cardholders would be most receptive to communications.

We incorporated tip-style content for shopping and traveling, personalized by card type and scheduled to deploy during key spending periods such as Black Friday. In the days after Christmas, cardholders would receive a reminder to take advantage of the points or cash back they racked up with their card while holiday shopping.

Email drives 18x more Black Friday sales than social.

MORE DYNAMIC CONTENT SAW DISTINCT RESULTS

With custom emails and custom landing pages, Synovus cardholders were encouraged to take advantage of their card’s cash back and points features during their holiday shopping rush.

I couldn’t ask for a better strategic partner than BrightWave. Open rates are up. Click-through rates are up. Our emails look better than ever. And, for the first time, we have an email marketing calendar that aligns with our other initiatives.

REGISTER NOW