Venture X Newsletters
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Capital One launched Venture X as a flagship premium travel card
Our agency created all of the email communications for this new product, including quarterly seasonal newsletters reminding cardholders of their benefits, highlighting new ones, and encouraging utilization. These were fun projects, where we had the opportunity to inject seasonal brand voice targeting our population of affluent millenials.
Venture X Summer Newsletter
The goal for the Venture X newsletters was to increase engagement and drive awareness of new benefits and, ultimately, encourage utilization and spend. We used first name personalization in subject lines and preheaders as a best practice while establishing both conversational brand voice and the premium tone (think “explore,” “wanderlust,” etc.) we used across Venture X products. Here, we emphasize exclusivity and hint at new benefits.
We lead with an aspirational headline in this newsletter, paired with warm summer tones in the color story through lifestyle imagery. These newsletters convey a ton of information, so brevity is paramount while maintaining a consistent premium tone in the messaging. Note how we emphasize new benefits and exclusivity of access. CTAs are short and sweet, leading with strong action verbs. In this newsletter, we used in-line links instead of buttons to cut down on overall email length. We built our assets in Figma, but used Taxi to develop emails for the coding and distribution teams, making it easy to add variable content for different audiences.
Here’s a bird’s-eye view of the flow of information in the email and the overall look and feel. Of course, no email is complete without disclosures!
Venture X Winter Newsletter
The winter newsletter follows the same goals and approach, just with different seasonal messaging paired with a cool color story and winter lifestyle imagery.
We emphasize seasonality in the subject line and list specific benefits in the preheader to dive right into the meat in this example. The headline is benefit focused but hints at “more” benefits cardholders can enjoy in the winter season. Note the conversational tone in the module subheads and the short, direct CTAs once again leading with strong action verbs.
Note the footer driving cardholders to explore more of their benefits through links to the various Capital One lifestyle portals (Capital One Travel, Capital One Entertainment, etc.). We often lead this footers with the “Where will Venture X take you?” subhead, underscoring the aspirational tone for this premium audience. I’ll spare another example of disclosures, but for this newsletter we did an A/B test on background colors to see which performed better.
