PayPal

Challenge: PayPal’s marketing approach was overly product-driven, with marginal customer engagement, and flattening email click-through rates. Solution: To shift messaging from a product-first approach to customer-first storytelling. The More Plus Less strategy was proposed to deliver shorter emails in a sequence to gradually warm up customers before introducing detailed product information. Digital campaigns could be revamped to better align with user needs and behaviors. Results: The implementation of the More Plus Less strategy significantly increased email click-through rates from 17% to 54%, generating strong lift at a program level. This approach became a foundational playbook for activation marketing.