Revitalization of HawaiianMiles Marketplace cardmember transaction emails

Driving awareness and understanding for partner offers

The HawaiianMiles Marketplace makes it easy for cardholders to earn up to 10 bonus miles per dollar spent. These miles go toward the next trip cardmembers take on Hawaiian Airlines. To gain access to these offers, you need to have a Hawaiian Airlines® Mastercard® or Hawaiian Airlines®Bank of Hawaii Visa® Debit Card.

When cardmembers make a purchase at HawaiianMiles Marketplace partners, like Fanatics and See’s Candies, they earn bonus miles. The qualified transactions that earn bonus miles are automatically posted to the members’ HawaiianMiles account.

Each week, cardmembers get an email highlighting recent transactions along with a reminder to review their account information. Hawaiian Airlines wanted to update their transactional emails to better align with their brand, increase awareness and understanding of card-linked offers. Figg created new email designs that focused on how card-linked offers worked while reinforcing core card benefits. Working within an emerging technology partner offers, we know how to best describe a program that isn’t easily understood by all users.

Figg produced a design system before moving forward with the email structure. The design direction was created using Hawaiian Airlines brand standards, competitor analysis conducted on other airline emails, WCAG accessibility standards and other email best practices. The system created resulted in brand consistency across the Hawaiian Airline’s ecosystem.

Figg creates for everyone. We ensure that all people, whatever their hardware, software, network infrastructure, native language, culture, geographical location, and physical or mental ability can use our designs. That is why we followed WCAG accessibility standards in our emails. One small way to dip your toe into accessibility is to make sure the color of important information stands out against the background used. Check out your own brand color combinations using WebAIM’s contrast checker resource.

To reinforce card benefits, Figg has implemented an email section that explains the step-by-step process of how to explore, shop and earn as a cardmember. We also added an embedded video that includes “how it works” and showcases benefits like 3x HawaiianMiles on eligible Hawaiian Airlines purchases, 2x HawaiianMiles on gas, dining and eligible grocery purchases, and 1x HawaiianMiles on all other purchases for consumers using their Hawaiian Airlines credit card. 

The email design was quickly approved, developed and implemented into Hawaiian Airlines trigger email campaigns. Hawaiian Airlines benefited by seeing notable increases in email metrics since the launch. 

“We’ve seen a significant increase in the number of click-throughs to the mileage statement. Typically, there are 40-60 and last week with the new email templates, we saw 518 – which also significantly increased our total click-throughs, so that is great,” said Mary Kay Burns at Kognitiv, Hawaiian Airlines agency of record.

Overall click-throughs grew 278.8% and have an open rate average of 49.6% so far in 2022. The industry average for email open rates is 21.33%1. Not only were there higher click-throughs to the mileage statement, but clicks-throughs also grew due to the additional call-to-actions added to the email, like cardholders directed to the Hawaiian Airlines website. 

You can discover more about other benefits we offer our partners by requesting a demo with one of our team members. We look forward to helping you drive engagement and loyalty to your customers. 



Hawaiian Airlines® Mastercard® includes Hawaiian Airlines® World Elite Mastercard® and Hawaiian Airlines® Business Mastercard®.

Partner bonus miles earned through this offer are in addition to standard miles earned using your Hawaiian Airlines® World Elite Mastercard® or Bankoh Hawaiian Airlines Visa Debit Card. Partner bonus miles are not awarded on debit card PIN transactions. No miles are awarded on cash back transactions. Please allow 4-6 weeks for miles to post to your HawaiianMiles account. HawaiianMiles standard terms and conditions apply. Additional restrictions may apply, see partner for details. Barclays Bank Delaware and Bank of Hawaii are not affiliated with the merchants participating in the HawaiianMiles Marketplace.  

The Hawaiian Airlines® Mastercard® is issued by Barclays Bank Delaware (Barclays) pursuant to a license by Mastercard International Incorporated. Mastercard, World Mastercard, and World Elite Mastercard are registered trademarks, and the circles design is a trademark of Mastercard International Incorporated. 

The Bankoh Hawaiian Airlines Visa Debit Card is used by Bank of Hawaii.  VISA is a registered trademark of Visa International Service Association and used under license.


1 Email Marketing Benchmarks and Statistics by Industry by

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