Client: Sweat Nation

Agency: TBWA

Audience: Fitness app users who signed up for promotional materials but hadn’t yet activated their accounts

Challenge: Sweat Nation wanted to get more users off the sidelines and into action. To this end, it used email marketing to motivate these would-be users to take the 30-Day Challenge and start experiencing the app’s benefits firsthand.

Solution: I wrote motivational, user-focused UX copy that spoke directly to the audience’s fitness aspirations. From irresistible subject lines designed to boost open rates to punchy, action-driven email content, every word was crafted to inspire action and encourage click-throughs. The campaign was about making activation an exciting first step toward their goals.

Result: The strategy worked. Engagement rates surged, conversions climbed, and Sweat Nation saw its active user base grow—all fueled by emails that didn’t just speak but truly connected.