USAA
CRM Overhaul
The 45% membership surge
Problem
USAA is a self-described slow-moving organization with multiple layers of approval, making change difficult to implement. At the same time, their Perks email program, the #1 driver of rewards redemptions, was underperforming. With eight interconnected trigger emails influencing the member journey, every touchpoint, system, and experience needed to be analyzed and optimized together.
Spark
Through a Creative Sprint, we analyzed email performance, UX/UI, messaging systems, and engagement patterns. We rebuilt templates, refined copy and CTA strategy, and established new best practices for subject lines, design, and overall user experience.
Results
Click-through rates improved by 45%, dramatically increasing member engagement and Perks usage.
