Flat Mail Pack, sent to 20,000 female Card members highlighting 3 rewards to redeem around Fathers Day. The pack was so successful, it was mailed to another 100,000 male and females within two weeks. First mailing produced a burn of over 12,000,000 Membership Rewards Points. Second an extra 8,000,000.

 

A single Membership Reward point can cost American Express up to 60¢, depending on the business partner. This burnt about $12M off American Express’s bottom line.