Earning Their Interest

USAA

High-yield CDs offered members a better return on their savings. Our emails had to deliver one too. Across demand generation and consideration journeys, we continually refined the message, design and targeting. One email became USAA’s internal champion. Then our next approach beat it across open, click-through, and application rates.



Credits
Copywriter: Ben McCoy
Art Directors: Holly Mullinax, Helen Kwak, Jennifer Lee
Associate Creative Director: Linda Lam
Group Creative Director: Tristan Espiritu

The Hero Beaters

September 2022 — First Hero
October 2022 — Challenged to beat last month’s email, we did.
December 2022 — Other teams worked on the emails in between, but I was brought back to beat my previous work. Which I did.
May 2023 — Unbeknownst to me, not only did the last hero outperform, but it had become the bar to beat for all CD emails. And we did again with this one.