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.