The Brief
Enroll 30,360 members (3% of eligible population) into the Kaia app. With a new focus refreshing and testing creative often, we are looking to employ email templates with variable consumer messages to lighten the creative/development load

Idea
Through a series of emails we addressed Kaia users with empathy and provided a clear and informative introduction to the app. Each email focused on specific features and benefits that invited readers to download the app.

Results
We enrolled over 50,000 new members, far exceeding expectations.

Role
Concept, writing

Design partner
Johannes Frazier