As Woebot’s email marketing lead, I managed the workflow for daily email campaigns for end-users, including development, execution, and analysis tailored to audience-specific goals.

Email Campaign:

fEATURE Highlights

Situation: When building Woebot Health’s email marketing program, I sought to test how campaigns influenced user behavior with inactive and active users.

Action: I started by segmenting our audience by their activity (Active, Inactive for 90/180/365+ days) and set up campaigns that prompted users to try highly-rated exercises, with copy that spoke to each segment of the audience.

Result: This amounted to increases in app sessions, with a nearly 20% increase in session minutes across both the inactive and active cohorts. I successfully re-activated a portion of our inactive user base while providing value to active users by exposing them to content that was relevant to them.

Situation: As we continued testing the effect that targeted campaigns had on user behavior, I moved forward with campaigns focused on Woebot’s “Mood Tracker Feature.”

Action: After identifying the audience for the campaign, I created a series of emails focused on educating users on the benefits of tracking their mood, ways to improve their mood, and how they can track their mood with Woebot.

Result: We saw month-over-month increases in tracked moods with the audience. Additionally, we found that subject lines directly asking users to track their mood performed better statements about why mood tracking is beneficial.