Madeline
Gressman
Peloton
EMAILS + MMS
The ask: Create dynamic Peloton emails and text messages for different audience segments that inspire them to keep up their moment. Plus, create a year-in-review email and app video that showcases how much work the community put in over the past year.
The above emails were all part of a unique welcome journey targeted to individuals who primarily work out with Peloton when they're on the road at a hotel, apartment building or similar venue. The goal was to still make them feel like a part of the community, even if they don't own a bike themselves, and push them to engage with the App, which is free and provides tons of workouts to choose from.
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The later we got in the journey, the more we began to sell the hardware itself by highlighting key features and easy ways they could try it out before they took the plunge.
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Peloton members put in the work all year long—so the year-end review email really has to bring it. We started by building a highly personalized module that shows off all their stats from the year, then assigned each member their very own fitness personality. From Cadence Conquerer to Playlist Powerhouse, all twelve of the personalities highlight how the member went above and beyond.
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This email linked out to a celebration over on the Peloton App, which showcased the stats of the entire community and the top crew tags of the year. And of course, no celebration would be complete without a word from the Peloton instructors, so we made sure to give them the stage before wrapping up.
