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Spotify wanted to use account data to create a highly personalized email campaign to lift engagement with their premium users.


To accomplish this, Spotify sent an email that used Movable Ink’s data visualization app to automatically create unique images for each user based on the recipient’s top artist, top track, and top playlist for the month. Movable Ink created the personalized images in real-time by pulling account data from different systems.


  • 75% engagement rate
  • Record-breaking social engagement
We wanted this email to tell a personal story with your music listening habits and patterns. Because of the positive social media we got from this test, we’re planning to continue the test for the next 6 months to see if the positive effects on user engagement can continue, and ultimately, help our Premium users get more out of Spotify.

Jennifer Ho, Global Director, CRM Spotify


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