Propeller Health Engagement Email Campaign

Propeller Health is a digital healthcare company improving the lives of people living with asthma and/or COPD.

A massive hurdle at Propeller is keeping patients engaged. To combat this, I helped develop an email campaign linking patient motivations to features and benefits of the program.

In order to learn what motivates patients to improve their breathing, we needed to ask. The email campaign began with a survey of three motivations: to better understand flare-ups, avoid visits to the ER, and feel well enough to perform activities. Motivations were then mapped to the core features of Propeller.

Following this, each user received two emails: one tailored to an emotional tone and the other to a logical one — allowing us to observe which style resonated more. Next, we mapped key Propeller features, medication tracking, ACT/CAT scores, and trigger discovery, to each of the three motivations.