Every Email Calm Sent Me After I Signed Up in 2020
Diving deep into Calm's email strategy from sign-up to retention. A personal journey through a year of mindful messaging.
I've always had a soft spot for Calm. A while back, it was my go-to app whenever I needed a breather. But what really stuck with me, even more than the calming sessions, were their emails. They felt like little reminders from a friend. Inspired by Rosie Hoggmascall's blog post, I felt compelled to share my own experience. So, I decided to dive back into my inbox and see what made them so special. Here's a look at all the onboarding emails Calm sent me after I signed up:
Day 0: A Warm Welcome with Incentives
Subject Line: Vahe, your discount is inside.
Preheader: Save 40%. Sleep more. Stress less. Live better.
My Take: The personalization with the name immediately grabs attention, making the recipient feel recognized. The offer of a discount is a classic yet effective strategy to entice new users. It's not just about the savings; it's the promise of a better lifestyle that's compelling. However, it might be beneficial to mention a specific feature or success story to entice the user further.
Day 1: The Gentle Reminder
Subject Line: Following up on our offer
Preheader: Take this step toward a happier and healthier you with this limited-time offer for new members.
My Take: This email serves as a gentle nudge, reminding users of the initial offer. The emphasis on a "happier and healthier you" is a great touch, as it speaks to the emotional benefits of the app. However, integrating a user testimonial or a snippet of a success story could add an extra layer of persuasion and credibility.
Day 2: Addressing Pain Points
Subject Line: Try this the next time you're feeling anxious.
Preheader: And more techniques to bring yourself back to a state of calm when you're feeling anxious.
My Take: This email brilliantly taps into a universal emotion: anxiety. By offering a solution, Calm positions itself as a go-to resource during stressful times. The promise of techniques to combat anxiety is enticing, but a brief preview or teaser of one such technique could further pique curiosity and engagement.
Day 4: Seasonal Mindfulness
Subject Line: 3 steps to navigating holidays in 2020
Preheader: Tap into your mindfulness practice to bring magic to the holiday season.
CTA: View Offer
My Take: Seasonal content resonates because it's timely and relatable. Calm's approach to integrating mindfulness into the holiday narrative is smart. However, providing a sneak peek into one of the steps or sharing a user's holiday success story with Calm could make this email even more engaging.
Day 10: Sharing is Caring
Subject Line: A simple exercise to calm the mind
Preheader: Exclusive discount inside to upgrade your membership to Calm Premium.
CTA: Save 40% Off
My Take: This email strikes a balance between offering value and promoting the premium features. The mention of a "simple exercise" is intriguing, but elaborating on its benefits or giving a brief description could enhance the user's interest and drive them to explore further.
Day 65: Workplace Zen
Subject Line: Workplace habits that impact mental health
Preheader: Get Calm for free with Calm for Business.
CTA: View Offer
My Take: This email smartly targets the workplace audience, a segment that often grapples with stress and mental health challenges. By introducing "Calm for Business," they're not just promoting a feature but addressing a widespread need. A statistic or fact about workplace stress could bolster the message, making it more compelling and relatable. Additionally, a brief testimonial from a business user could add authenticity and appeal.
Day 84: Aligning with Global Events
Subject Line: Feeling OK about not feeling OK at work
Preheader: In honor of #WorldSleepDay on March 19th, we’ve designed the March calendar to help you cultivate.
CTA: Upgrade and Unlock
My Take: Tying content to global events like #WorldSleepDay is a clever strategy. It not only makes the content timely but also emphasizes Calm's commitment to global well-being conversations. However, there seems to be a slight disconnect between the subject line and the preheader. A more cohesive message, perhaps highlighting a specific feature or session related to sleep, would make this email even more impactful.
Day 93: The Allure of Free Access
Subject Line: Claim your free Calm + Self-Care in the workplace
Preheader: All the ways to access Calm for free.
CTA: Learn More
My Take: The promise of free access is always enticing. By emphasizing "self-care in the workplace," Calm is tapping into a prevalent need. However, the preheader's "all the ways" feels a bit vague. Providing a brief list or hinting at a couple of ways to access Calm for free would add clarity and increase the click-through rate.
Day 98: The Sound of Sleep
Subject Line: Music designed to put you to sleep
Preheader: Your favorite songs from your favorite artists.
CTA: More Info
My Take: This email introduces a fresh angle by focusing on sleep music, a feature that many might not associate with Calm initially. It's a great way to showcase the app's versatility. Mentioning a popular artist or giving a snippet of a song could further intrigue the user. Additionally, a brief testimonial from a user who found better sleep through Calm's music would add a personal touch.
Day 135: The Sleep-Work Connection
Subject Line: 7 ways sleep affects your work
Preheader: And learn how to get a better rest.
CTA: Unlock All Sessions
My Take: This email addresses a topic that resonates with many: the impact of sleep on work productivity. The "7 ways" format promises valuable insights, making it likely for users to engage. However, teasing one of these ways or sharing a success story of someone who improved their work-life after using Calm could make this email stand out even more.
Mapping the Mindful Moments: A Frequency Chart
To provide a clearer visual perspective on Calm's email strategy, I've put together a frequency chart illustrating the days between consecutive onboarding emails. This chart offers a snapshot of how Calm spaces out their communication, ensuring they remain present in the user's mind without overwhelming them. It's a delicate balance of reminding and providing value; this chart captures that rhythm beautifully. Take a look below to see the pacing of Calm's mindful messages throughout the year.
Ideas for Enhancement: Recommendations for Calm
Calm's email strategy is commendable, but there's always space to innovate. Here are some suggestions to further refine their approach:
Prominent CTAs: In several emails, the Call to Action (CTA) is positioned so low that it's easily missed. Bringing it higher up or making it more visually striking can improve click-through rates.
Tailored Recommendations: Suggest meditations based on user activity, ensuring content feels personalized.
Interactive Quizzes: Embed short quizzes to guide users to specific sessions based on their mood or needs.
Highlight User Stories: Integrate brief testimonials or success snippets to inspire and build trust.
Seasonal Streaks: Launch meditation streaks tied to seasons, motivating users to maintain consistency.
Behind-the-Scenes Glimpses: Share insights into the making of a session, adding depth and authenticity.
Feedback Opportunities: Allow users to share feedback, fostering a two-way communication channel easily.
Wrapping Up: Going through these emails felt like reconnecting with an old friend. Calm really knows how to talk to its users, offering both comfort and value. While they're doing a lot right, there's always a bit more they could do. For anyone looking to up their email game, there's a lot to learn from this journey with Calm.