Background The task to be solved here was to reactivate some of the users who had been dormant on the app so as to build momentum around the new features that sweatcoin was releasing — the biggest release since the app had been launched.

Initial wireframes The way we wanted to use to get dormant users back on the app was via loss aversion bias — by telling them that they still had some coins left in their accounts, and that they would be cleared in some time.

Final solution The released email campaign featured two emails — main one and a follow up letter. The first email was rather vague, whereas the second one was more precise and "markety" — it showed off all the new features that were part of the update.