Popmoney is a person-to-person payment service offered by Schools. We tried to keep it simple with our email blasts. Even this one was asking a lot because we had a call-to-action in it. But we wanted to at least have something for members to click on.

We ran targeted email campaigns every quarter. These would feature content specifically tailored to the user. As you can see in this example, the name, rate and amount fields would populate differently for each member. We sent more than 10,000 of these emails each quarter.

We would preapprove members for an auto loan or a Visa credit card, and then send them a tailored email with their specific name, rate and loan amount. We sent about 20,000 every quarter.

We ran this promotion to increase our share of BillPay users. It was a difficult business model because we rarely included clickable links. Our open rate was usually around 30-35% but our click-through rate rarely jumped over 2%. So that was a challenge. But the company was new to email blasts in general when I started so “phishing” was all anyone talked about. “Don’t add links!” So we had to work around that.