Lacek’s Revamp of National’s Emerald Club E-newsletter is Relevant, Intuitive

Challenge
The original Emerald Club e-newsletter contained generic, static information and was sent to all members. The Lacek Group was challenged with developing a more relevant, customized, timely and useful e-newsletter that would be easily accessible for recipients and consistent with National’s new brand standards.

Solution
Lacek’s redesign incorporated the development of dynamic messages containing information specific to each member, such as rental activity, promotion registration status, award preferences and more. Members received a newsletter notification email containing messages and several links that guide them to a landing page which is the actual e-newsletter. Content within the newsletter was organized in quick-view configurations to limit scrolling and maintain intuitive navigation.

Results
Members who received the e-newsletter had incremental lift versus those who did not. In addition, recipients of the variable content outperformed recipients of the static content.




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