How do you inspire GM Cardmembers with unused Earnings (points) to redeem them before they expire?

Simple: The Give List.

We created a first-ever opportunity for our Cardmembers to “gift” their Earnings to one or two special someones in their life. It could be a neighbor, a friend, family member, their favorite barista…anyone.

The result: $2.1M in Earnings gifted and $37.3M in vehicle sales.

Oh, and we did it all via only CRM, via email and direct mail.