Case Study: Citi drives personalized customer engagement and loyalty with Movable Ink

Citi boosts click-through rates 25% with Movable Ink

Citi sought to enhance its customer engagement by making its Merchant Offers and ThankYou Points Summary campaigns more visually personalized and data-driven. The challenge involved unlocking real-time, highly tailored communications at scale to better connect with cardholders and drive loyalty. To address this, Citi partnered with the vendor Movable Ink.

Movable Ink implemented a dynamic, data-driven solution, tapping into Citi's APIs to generate personalized content at the moment of email open. For Merchant Offers, this evolved into a program highlighting local dining and top deals, achieving a 6.8% click-through rate. The ThankYou Points Summary was transformed with interactive charts, strengthening brand identity. These innovations, rolled out to millions of customers, significantly boosted engagement and activation rates, demonstrating Movable Ink's role in fueling Citi's marketing evolution.

Citi