Calm App- Email Campaign Analysis

This email was created as a speculative campaign for the Calm app, designed to support a New Year promotional offer. The goal was to re-engage subscribers during a period when stress and anxiety are often heightened and to encourage sign ups for an annual subscription in a calm, supportive way.

Project overview

To promote Calm’s annual subscription using a limited-time New Years discount, while maintaining a gentle, empathetic tone aligned with the brand’s mental wellbeing focus.

Objective

Adults interested in mindfulness, stress relief, and mental wellbeing, particularly those experiencing post-holiday stress or pressure around New Year goals.

Target audience

Email Type

Promotional/ re-engagement email.

The email opens by acknowledging a common pain point- post-holiday stress- to create immediate relevance and emotional connection. Rather than using urgency-driven sales language , the copy focuses on reassurance, normalising stress, and positioning Calm as a supportive app rather than a quick fix.

Key messaging strategy

A calm, empathetic, and encouraging tone was used throughout to reflect Calm’s brand voice. Short paragraphs and gentle language were chosen to make the email easy to read and emotionally reassuring.

Tone of voice

The CTA (Claim your offer) is intentionally soft and benefit-led, reinforcing support and reassurance rather than pressure, which is appropriate for a wellbeing-focused brand.

Call to action