The most opened email at BetterUp to this day.

Want to see the power of extreme personalization?

Inspired by the engagement mechanics behind experiences like Spotify Wrapped, I designed this email to transform coaching data into a personalized weekly experience. The goal was to drive engagement while increasing members’ perceived value from their coaching journey. Instead of functioning like a traditional promotional email, this message combined several powerful psychological and marketing triggers into one experience: personalization, progress tracking, identity reinforcement, and curiosity. Each week, BetterUp members received a snapshot of their growth, including insights from recent coaching sessions, lessons learned, progress toward their goals, and how their experience compared with the broader community.

By turning member data into something reflective, motivating, and even a little entertaining, the email felt less like marketing and more like a personalized progress report.

The result: a 45% open rate and 7.1% CTR, demonstrating how personalized storytelling can transform routine communication into meaningful engagement. There’s a lot of power in celebrating a user’s success. I created a similar email tailored to the coaches, so they could see their own data snapshot of their clients’ growth and a window into their positive impact on their clients. This email was so successful that it landed me additional projects to design this style of email for other companies.