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Spotify wanted to test out a highly-personalized email campaign on their premium users to lift engagement.


To accomplish this, they sent an email that included each user’s top artist, top track and top playlist for the month of July. As a fun throwback element, they included each user’s top-played summer jam of 2015.

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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