Consumer research indicated that, above all, people considering auto refinance do so to save money. No surprises there. But within that segment are smaller groups saving for specific reasons—major life events, the "little things," college funds, and so on.

We knew why consumers might refinance, but we didn't know what would compel them to apply. To find out, our team devised an email copy test: Five emails with identical subject lines, bodies, and CTAs, but with distinct header copy and imagery. I wrote each headline for a specific group identified in our audience research.

Click the image to see creative executions.