Email | Digital Campaigns | Educational
Customer Account Emails
As part of Fingerhut’s ongoing digital transformation, I designed a series of account-focused email communications to inform and engage customers about important updates to their account preferences and security settings.
Each campaign translated complex information into clear, actionable messaging aligned with the Fingerhut brand voice. I led the creative direction and design of responsive email layouts, ensuring consistency across customer touchpoints while collaborating with product, compliance, and CRM teams. Supporting assets, including site banners and app prompts, extended the campaigns beyond email to deliver a cohesive and accessible brand experience across platforms.
IMPACT
These campaigns strengthened customer understanding and engagement across key account management touchpoints. Open and click-through rates increased through simplified design and clearer calls to action. The approach established a consistent framework for future service and account-related communications.
FICO Score Display Update
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OBJECTIVE:
Inform customers about a system update that displays their FICO® Score in the default view, encouraging greater awareness of their credit health.
APPROACH:
I developed a series of educational, value-driven emails that explained the change while reinforcing trust in Fingerhut’s credit-building mission. Each send had a distinct focus, general notice, credit education, and customer appreciation, to maintain engagement.
RESULTS:
The campaign increased FICO® Score view counts in customer accounts and drove a measurable lift in mobile app engagement. The messaging successfully framed the change as a customer benefit rather than a technical adjustment.
Two-Step
Verification
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OBJECTIVE:
Communicate the introduction of two-step verification to enhance account security and build user confidence.
APPROACH:
This campaign simplified a technical update by focusing on education and reassurance. I designed a modular email that explained how two-step verification works, why it matters, and how customers can prepare. The visual design used clear step-by-step iconography to reduce friction in the learning process. In anticipation of customer questions, I executed a supporting email with FAQs.
RESULTS:
Customers reported a smoother transition with minimal confusion during activation week, and support call volume related to login issues decreased.
eStatements
Transition
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OBJECTIVE:
Encourage customers to adopt electronic statements as the new default while reassuring them of accessibility and convenience.
APPROACH:
I created a visual hierarchy that emphasizes the advantages of going digital (speed, convenience, and reduced clutter), paired with clear instructions for those who prefer paper statements. The design used familiar brand elements and an approachable tone to maintain trust while guiding users through an automatic transition.
RESULTS:
Improved opt-in retention and reduced service inquiries regarding statement preferences following rollout. Supporting site banners reinforced the change and maintained message consistency.
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-Michael Metzger
-Hannah da Veiga