The ask.
Craft May, June and July ‘23 emails to show clients how AP automation supports budget stabilization and cash flow management, helping businesses position themselves for financial success in uncertain times.
Materials provided: objectives, RTBs, and audiences for three months worth of emails.
How I helped:
Determined messaging hierarchy and created rough wireframes to help the Art Director design each email.
Crafted punchy, informative copy that provided peace of mind to reluctant audiences.
Created two emails for each of the three months — changing TOV based on the audience (small-to-medium-sized enterprise client managers vs. corporate program admins).
Bringing importance forward.
To help improve the read-through rate of these emails, I first mapped out what type of content should live within the page and in what order it should appear. While the wireframes started off fairly vague, they became more comprehensive as I started working with my Art Director.
Layouts come to life.
Fine-tuning the language.
In the world of banking, every word has immense weight. So it was no surprise that some of the original copy from above was going to change. After a discussion with Amex’s legal team, I got to work finessing the language to appease legal constrictions while also maintaining the core messaging that we wanted to get through.
The final result.
Please click here for a high quality version of the final email.
