CHASE Banking

CRM|Lifecycle Marketing|Microsite

  • CRM Strategy Lead, A/B Testing Lead, Positioning Strategy, Creative Development Support.

  • Chase needed to keep Sapphire top-of-wallet in a crowded premium rewards market where "good enough" was no longer good enough. A new array of benefits was the solution, but that came with a fee update.

    Main Challenge:
    Striking the right balance between communicating how Chase is elevating benefits to meet evolving customer expectations, especially around travel, dining, and experience. But without alienating loyal cardmembers with the new fee and attracting new one with the brand’s new premium positioning.

  • Even the most loyal cardmembers will reevaluate their wallet if their card stops evolving with their lifestyle, premium isn’t just about perks, it’s about relevance.

  • A personalized, multi-touch CRM journey anchored by a dynamic microsite to reintroduce the evolved Sapphire experience—framing new benefits as upgrades that meet how cardmembers live, travel, and dine today.

Initial Results

Distribution
~3MM

Open Rate
32%

Retention Rate
70%

Member Onboarding
82%

  • Open brochure titled "Direct Mail" featuring pages about Sapphire Reserve exclusive dining benefits, including a card image, points, and access details, with a photo of people dining.

    Direct Mail

  • A digital presentation slide displaying an announcement email for Sapphire Reserve, showcasing a mobile card and three example email layouts with travel and rewards offers.

    Microsite CRM

  • Presentation slide titled 'Acquisition & Retention Microsites' showing three digital interface mockups for a Chase Sapphire Reserve Card promotion, with images of people traveling, shopping, and a night venue.

    Microsite