Credit Karma BT Card Email

PROBLEM

Why are we doing this work?

We would like to create a new email campaign that leverages what has worked well while also having a number of content variations that are intended to continuously run. This design should minimize repeat impressions of the exact same creative and create a “newness effect” that sustains for a much longer period of time.

AUDIENCE

Who are we talking to?

- Score: 680+

- Has visited the credit card marketplace and viewed credit card offers.

- Member is likely to be either actively looking to apply for a credit card or beginning to explore options.

MESSAGING

What do we want to communicate?

Main consumer takeaway

Looking for a great credit card? We’ve done the research and have some great offers that are personalized for scores like yours.

DESIGN

Concept 1: Your new go-to

Speak to the member as if they are on a journey to find a great card with us being able to help.

Insight

Finding a credit card can be a long process and our members might not be confident they'll find the best option.

Idea

Let's let the member know that they're almost there, they're going to find a card that they'll want to take everywhere with them.

Sketch/References

Visual Development

DESIGN

Concept 2: Searching stops here

Acknowledge that there is a lot to consider when finding the right card, and we’ve taken some of the legwork out by providing recommendations.

Insight

Finding a credit card can be a long process and our members might not be confident they'll find the best option.

Idea

Let's let the members know that they can cut their card search short, we can make this an easy call.

Sketch/References

Visual Development

DESIGN

Concept 3: Right card, right this way

Can use elements of concept 1 & 2 but is more direct in nature.

Insight

Finding a credit card can be a long process and our members might not be confident they'll find the best option.

Idea

Let's help our members feel confident that we can point them to the right card for them.

Sketch/References

Visual Development

Round 2 Sketch/Reference