{"id":31273,"date":"2026-11-12T12:48:51","date_gmt":"2026-11-12T11:48:51","guid":{"rendered":"https:\/\/acumbamail.com\/blog\/?p=31273"},"modified":"2026-11-12T12:52:34","modified_gmt":"2026-11-12T11:52:34","slug":"email-wrapped","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/en\/email-wrapped\/","title":{"rendered":"Wrapped Email: How to Create a Personalized Annual Summary for Your Clients (with Examples and Template)"},"content":{"rendered":"\n<p>Every December, the same thing happens. Millions of people open an email, take a screenshot, and share it on their networks without anyone asking them to. It&#8217;s not a raffle or a 70% discount; it&#8217;s a summary of their year.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Do you know which brand this is about?<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Indeed, it&#8217;s Spotify&#8217;s Wrapped. And the numbers from its latest edition give an idea of its appeal: <strong>more than 200 million users opened it in the first 24 hours, and it was shared over 500 million times<\/strong>, according to data provided by the company to <a href=\"https:\/\/techcrunch.com\/2025\/12\/04\/spotify-says-wrapped-2025-is-its-biggest-yet-with-200m-users-in-its-first-day\">TechCrunch<\/a>.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>How many emails do you know that people eagerly await? Very few. That&#8217;s why more and more brands have adopted the format: Duolingo, Strava, Loom, Resy, Toggl&#8230; and even small businesses that don&#8217;t have nearly the resources of Spotify.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>And here&#8217;s the good news for you: <strong>you don&#8217;t need a data team or an app to create your own Wrapped<\/strong>. You need to choose a few key data points you already have and tell them as a story where your customer is the protagonist.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>In this article, I&#8217;ll explain exactly what an email Wrapped is, why it works so well, and the three levels available so you can choose the one that fits your business. You&#8217;ll also see what data you can use based on your sector and a template to set it up.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h2 class=\"wp-block-heading\">What is an email Wrapped?<\/h2>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>An email Wrapped is a <strong>personalized annual summary<\/strong> that turns a customer&#8217;s activity data into a small story about their year with your brand.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>It&#8217;s not a Christmas greeting with a discount. Nor is it the typical &#8220;best of the year on our blog&#8221; newsletter. The difference lies in the approach: <strong>the email doesn&#8217;t talk about you; it talks about what your customer has done with you<\/strong>.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>For example:<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li>An online store tells its customer how many orders they&#8217;ve made and what their favorite product was<\/li>\n\n\n\n<li>A gym reminds them how many classes they&#8217;ve completed and in which month they trained the most<\/li>\n\n\n\n<li>A software shows them how many hours they&#8217;ve saved thanks to the tool<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>There&#8217;s a detail you should keep in mind. In large brands, the email is usually just the entry point. Spotify or Strava send an email that invites you to open the app, and the complete experience (with animations, videos, and shareable cards) lives within the application.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Duolingo is a good example of this evolution. <a href=\"https:\/\/blog.duolingo.com\/year-in-review-behind-the-scenes\/\"><\/a>Their annual summary started as an email and over the years turned into an in-app experience.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"876\" height=\"882\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2026\/11\/duolingo-wrapped.jpg\" alt=\"\" class=\"wp-image-31264\" style=\"aspect-ratio:0.9932013006207508;width:536px;height:auto\"\/><\/figure>\n<\/div>\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Does that mean if you don&#8217;t have an app, you can&#8217;t do a Wrapped? Quite the opposite. For an SME, <strong>the email itself can be the complete Wrapped<\/strong>. With good design and three or four well-chosen data points, you have more than enough.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h2 class=\"wp-block-heading\">Why do annual summary emails work so well?<\/h2>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>At first glance, a Wrapped is nothing more than a handful of figures. But if it were just that, no one would share it. What makes it special is <strong>how those figures are told and to whom you tell them.<\/strong><\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>These are the three underlying reasons that explain their success.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">The protagonist is the customer, not the brand<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Most emails we receive talk about the company sending them: their news, their offers, their launches. The Wrapped turns that logic around.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Here <strong>the brand becomes the stage and the customer the protagonist<\/strong>. You don&#8217;t tell them how well your year went, <strong>you tell them what they&#8217;ve achieved<\/strong>. And that completely changes how the email is read.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Think of it this way: it&#8217;s not the same to receive &#8220;This year we sold 20,000 coffees&#8221; as &#8220;This year you prepared 94 coffees with us.&#8221; The first is information. The second is a memory.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">It reinforces the customer&#8217;s identity<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>We all like to discover something about ourselves. That&#8217;s why personality tests, horoscopes, and, of course, annual summaries work.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>A good Wrapped doesn&#8217;t stop at the data; it turns it into a label with which the customer identifies: <strong>&#8220;you&#8217;re an early riser&#8221;<\/strong>, <strong>&#8220;you&#8217;re a flavor explorer&#8221;<\/strong>, <strong>&#8220;you&#8217;re among the most loyal customers&#8221;<\/strong>.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>When a brand gives you back an image of yourself that you like, the relationship stops being purely commercial. You&#8217;re no longer just someone who buys a product; you&#8217;re someone who is part of something.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">It makes you want to share it<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>This is the point that turns a good email into a phenomenon. If the customer feels reflected, they&#8217;ll want to show it.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>And when they share it, two very interesting things happen for your business:<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Your brand reaches people who don&#8217;t know you<\/strong>, through someone they trust.<\/li>\n\n\n\n<li><strong>The customer publicly reinforces their bond with you<\/strong>. Saying &#8220;look at my year with this brand&#8221; is almost a recommendation.<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>That&#8217;s why the Wrapped emails from big brands are designed for screenshots: vertical format, striking colors, and short phrases that are understood without context.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h2 class=\"wp-block-heading\">The three levels of email Wrapped (choose yours)<\/h2>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>When we think of a Wrapped, the most sophisticated version comes to mind: individual data, animated design, interactive experience. But there is more than one way to do it.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p><strong>Depending on the data you have and the time you can dedicate, you can choose between three levels of personalization.<\/strong> They all work. The difference is in the effort they require.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Level<\/strong><\/td><td><strong>What data you need<\/strong><\/td><td><strong>Difficulty<\/strong><\/td><td><strong>Ideal for<\/strong><\/td><\/tr><tr><td>Individual Wrapped<\/td><td>Activity data of each customer<\/td><td>High<\/td><td>Businesses with detailed customer data<\/td><\/tr><tr><td>Segmented Wrapped<\/td><td>Knowing which group each customer belongs to<\/td><td>Medium<\/td><td>Any business with a segmented list<\/td><\/tr><tr><td>Collective Wrapped<\/td><td>Global business data<\/td><td>Low<\/td><td>Any business, even without customer-specific data<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Level 1: Individual Wrapped<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>This is the Wrapped in its purest form. <strong>Each customer receives their own data<\/strong>: how many times they&#8217;ve purchased, what they&#8217;ve used the most, how much time they&#8217;ve spent with you.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>It&#8217;s the most powerful because the customer feels the email is made just for them. And in reality, it is.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>A good example is Toggl, a tool for tracking work time. Their annual summary puts the star data directly in the subject line (the number of time entries the user has made in the year) and accompanies each figure with a brief phrase celebrating how productive they&#8217;ve been.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1524\" height=\"1538\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2026\/11\/ejemplo-wrapped-toggl.jpg\" alt=\"\" class=\"wp-image-31265\" style=\"aspect-ratio:0.9909129449062725;width:654px;height:auto\"\/><\/figure>\n<\/div>\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Loom goes a step further. Instead of just showing figures, <strong>it assigns each user a &#8220;personality&#8221;<\/strong> based on how they&#8217;ve used the tool. It&#8217;s the identity resource I mentioned earlier, put into practice.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1584\" height=\"4328\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2026\/11\/ejemplo-wrapped-loom.jpg\" alt=\"\" class=\"wp-image-31266\" style=\"aspect-ratio:0.36599064599799846;width:426px;height:auto\"\/><\/figure>\n<\/div>\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>And you don&#8217;t have to be a digital tool. Resy, a restaurant reservation platform, sends each customer a personalized gastronomic year summary from the subject line, with their name.<br><\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1574\" height=\"3902\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2026\/11\/ejemplo-wrapped-resy.jpg\" alt=\"\" class=\"wp-image-31267\" style=\"aspect-ratio:0.40338555735638393;width:501px;height:auto\"\/><\/figure>\n<\/div>\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">Level 2: Segmented Wrapped<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Don&#8217;t have detailed data for each customer, or don&#8217;t feel up to personalizing figure by figure? Then this is your level.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>The idea is simple: <strong>instead of a different email for each person, you prepare a few versions according to the type of customer<\/strong>. For example:<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li>Someone who purchased only once this year<\/li>\n\n\n\n<li>The regular customer<\/li>\n\n\n\n<li>The most loyal customer (the one who buys the most or has been with you the longest)<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Each group receives a message tailored to their relationship with the brand. It&#8217;s not as precise as the individual one, but it&#8217;s still much more personal than a generic email.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Buffer, a tool for scheduling social media posts, solved it very elegantly. Their subject line tells the user that <strong>they are in the top 40% of most active users<\/strong>.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>They don&#8217;t need to give an exact figure; it&#8217;s enough to know which group they&#8217;re in. And the effect is the same: the customer feels recognized.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p><\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1250\" height=\"1124\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2026\/11\/ejemplo-wrapped-buffer.jpg\" alt=\"\" class=\"wp-image-31268\" style=\"aspect-ratio:1.112122465866777;width:591px;height:auto\"\/><\/figure>\n<\/div>\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p><\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>To work at this level, the key is to have the list well-organized. If you want to go deeper, here we tell you how to use <a href=\"https:\/\/acumbamail.com\/blog\/herramientas-mejorar-campanas\/\">subscriber quality to segment your list<\/a> and some ideas for good <a href=\"https:\/\/acumbamail.com\/blog\/gestion-de-listas-de-email\/\">email list management<\/a>.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">Level 3: Collective Wrapped<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>This is the level any business can do, regardless of the data they have. Instead of telling each customer&#8217;s year, <strong>you tell the year of your community<\/strong>: the best-selling products, the most booked service, the most liked content.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>It may seem less personal, but if well-planned, it works very well. The trick is to make the customer feel part of those data: &#8220;together you&#8217;ve&#8230;&#8221;, &#8220;what you liked the most this year&#8230;&#8221;.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Lull, a mattress brand, did a parody of Spotify&#8217;s Wrapped with sleep and product metrics. Even the color palette is reminiscent of Spotify&#8217;s. It&#8217;s proof that <strong>with humor and a bit of creativity, even a mattress can have its Wrapped<\/strong>.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1194\" height=\"3382\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2026\/11\/ejemplo-wrapped-llull.jpg\" alt=\"\" class=\"wp-image-31269\" style=\"aspect-ratio:0.3530477954214114;width:369px;height:auto\"\/><\/figure>\n<\/div>\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Choosing a level is the first step. The second is deciding what data to tell, and that depends a lot on the type of business you have. Let&#8217;s get to it.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h2 class=\"wp-block-heading\">What data can you tell based on your type of business?<\/h2>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>This is where many get stuck. They know they want to do a Wrapped, but they&#8217;re not sure what to tell. The good news is that <strong>you probably already have the data you need<\/strong>. They&#8217;re in your online store, your reservation system, or your billing tool.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>The important thing is not to have a lot of data, but to choose the ones that tell something interesting about your customer.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">If you have an online store<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Imagine an online specialty coffee store. Let&#8217;s call it <strong>Caf\u00e9 Origen<\/strong>. It sells whole bean and ground coffee from different countries, with customers who buy occasionally and others with a monthly subscription.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Here are some data they could use in their Wrapped:<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Number of orders this year<\/strong>: &#8220;This year you&#8217;ve made 8 orders with us&#8221;<\/li>\n\n\n\n<li><strong>Favorite product<\/strong>: the coffee they&#8217;ve repeated the most<\/li>\n\n\n\n<li><strong>Variety<\/strong>: how many different origins they&#8217;ve tried (&#8220;You&#8217;ve traveled through 5 countries without leaving your kitchen&#8221;)<\/li>\n\n\n\n<li><strong>First purchase<\/strong>: since when they&#8217;ve been a customer<\/li>\n\n\n\n<li><strong>A curious calculated fact<\/strong>: for example, how many cups of coffee they&#8217;ve been able to prepare with the kilos they&#8217;ve bought<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Notice the last one. <strong>Turning a cold fact into something tangible<\/strong> is one of the resources that work best. &#8220;You&#8217;ve bought 3 kilos of coffee&#8221; doesn&#8217;t say much. &#8220;You&#8217;ve prepared about 400 cups of coffee with us&#8221; is something else.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">If you have a service business<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Gyms, clinics, academies, hair salons, restaurants&#8230; Service businesses often have a rich history of appointments, reservations, or attendance. And they often don&#8217;t take advantage of it.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Some ideas based on the type of business:<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Gym or sports center<\/strong>: classes completed, favorite activity, the month they trained the most, the longest streak of consecutive weeks<\/li>\n\n\n\n<li><strong>Academy or training center<\/strong>: class hours, courses completed, level reached<\/li>\n\n\n\n<li><strong>Physiotherapy or aesthetic clinic<\/strong>: sessions performed or most repeated treatment<\/li>\n\n\n\n<li><strong>Restaurant<\/strong>: visits this year, most ordered dish, special occasions celebrated at the venue<\/li>\n\n\n\n<li><strong>Hair salon<\/strong>: visits, favorite service, professional they&#8217;ve repeated with the most<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>In services, there&#8217;s one data point that usually works particularly well: <strong>consistency<\/strong>. &#8220;You&#8217;ve attended 46 classes this year&#8221; is an achievement the customer feels proud of, and your business appears as part of that achievement.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">If you have a SaaS or an app<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Digital products have it easier because they record almost everything the user does. The challenge here is just the opposite: <strong>choosing among so many possible data points<\/strong>.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>The ones that work best are those that translate usage into value:<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Time saved<\/strong>: hours gained thanks to the tool<\/li>\n\n\n\n<li><strong>Work volume<\/strong>: projects created, invoices issued, emails sent, tasks completed<\/li>\n\n\n\n<li><strong>Favorite functionality<\/strong>: the one they&#8217;ve used the most<\/li>\n\n\n\n<li><strong>Milestones<\/strong>: the day they reached a round figure or completed something important<\/li>\n\n\n\n<li><strong>Comparison with other users<\/strong>: &#8220;you&#8217;re among the top 10% of most active users&#8221; (as Buffer did)<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>If your tool has a free plan and a paid one, the Wrapped is also a good opportunity to show the free user <strong>what they could have achieved with premium features<\/strong>. Of course, without turning the email into an ad.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h2 class=\"wp-block-heading\">Template to create your email Wrapped step by step<\/h2>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Now, let&#8217;s get to the practical part. This is the structure you can follow to set up your own Wrapped, regardless of the level you&#8217;ve chosen.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>For each block, you&#8217;ll see what to include, with placeholders in brackets, and how it would look applied to our imaginary coffee store, Caf\u00e9 Origen.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">1. Subject and preheader<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>It&#8217;s the first thing your customer will see, so it has to make it clear from the start that this email is different: <strong>it&#8217;s about them and their year<\/strong>.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Template<\/strong>: [Name], your [year] with [brand] is here<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p><strong>Caf\u00e9 Origen Example<\/strong>: Luc\u00eda, your coffee year is here \u2615<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Preheader<\/strong>: We&#8217;ve done the math, and the result will please you<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">2. Personal opening<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>A couple of lines to set the context for the customer. Straightforward and with a friendly tone.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Template<\/strong>: Hi, [name]. This year we&#8217;ve shared many moments, and we wanted to take stock.<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p><strong>Caf\u00e9 Origen Example<\/strong>: Hi, Luc\u00eda. This year you&#8217;ve let us be part of your mornings, and we wanted to take stock of everything we&#8217;ve shared.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">3. The star data<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>The protagonist of the email. Big, visible, and accompanied by a phrase that gives it meaning.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Template<\/strong>: [Star data] + [phrase that makes it tangible]<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p><strong>Caf\u00e9 Origen Example<\/strong>: <strong>412 cups.<\/strong> That&#8217;s how many you&#8217;ve prepared with our coffee this year. More than one a day.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">4. Secondary data<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Three or four data points that complete the story. Better in visual format (blocks, icons, or cards) than in paragraphs.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Template<\/strong>: [Data 1] \u00b7 [Data 2] \u00b7 [Data 3]<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p><strong>Caf\u00e9 Origen Example<\/strong>:<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li>Your favorite coffee: <strong>Ethiopia Yirgacheffe<\/strong><\/li>\n\n\n\n<li>Origins tried: <strong>5 countries<\/strong><\/li>\n\n\n\n<li>Customer since: <strong>March 2023<\/strong><\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">5. The &#8220;type of customer&#8221;<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>The identity touch. A fun label that sums up their year and with which they feel recognized. It&#8217;s the block with the most potential for the customer to take a screenshot and share it.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Template<\/strong>: This year you&#8217;ve been&#8230; [label] + [phrase that explains it]<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p><strong>Caf\u00e9 Origen Example<\/strong>: This year you&#8217;ve been&#8230; <strong>the origin explorer<\/strong>. No sticking to the familiar: each order, a new journey.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Note: if you&#8217;re working with level 2 (by segments), this block is your great ally. You can create a label for each customer group and achieve a very personal effect without needing individual data.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">6. Thank you and soft CTA<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Close with a genuine thank you. And if you include a call to action, make it soft: <strong>the Wrapped is a gift, not an offer<\/strong>.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Template<\/strong>: Thank you for [what the customer has contributed]. [Soft CTA]<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p><strong>Caf\u00e9 Origen Example<\/strong>: Thank you for choosing us to start your day. See you in [next year] with new origins to discover. [Button: Discover the coffees coming this winter]<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Some CTA options that don&#8217;t break the magic of the email:<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li>Share their summary on social networks<\/li>\n\n\n\n<li>Discover next year&#8217;s news<\/li>\n\n\n\n<li>A small thank you gift (free shipping, gift sample&#8230;), presented as a gift and not as an aggressive discount<\/li>\n<\/ul>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>Here you could include a visual sketch to illustrate the proposed template (<a href=\"https:\/\/drive.google.com\/file\/d\/16zx8fopUp98cL7ajlEbommgHDOhBk-iu\/view?usp=drive_link\">similar to this<\/a>)<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h3 class=\"wp-block-heading\">And how do I set it up in my email marketing tool?<\/h3>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>For each customer to receive their own data, you only need those data to be in your subscriber list. In Acumbamail, you can do it with <strong>custom fields<\/strong>: create a field for each data point (orders, favorite product, type of customer&#8230;) and insert them into the template with their tags, just like you would with the name.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>If you&#8217;ve never worked with tags, our <a href=\"https:\/\/acumbamail.com\/blog\/email-marketing-paso-a-paso-la-guia-definitiva\/\">step-by-step email marketing guide<\/a> explains how they work.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>With the structure clear, there&#8217;s only one thing left: make sure you don&#8217;t mess up. Because a poorly planned Wrapped can have the opposite effect of what you&#8217;re looking for.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<h2 class=\"wp-block-heading\">To conclude<\/h2>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>An email Wrapped is not just a data summary. It&#8217;s a way of telling your customer that you&#8217;ve noticed them, that what they&#8217;ve done with you matters, and that they&#8217;re part of your business&#8217;s story.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>And as you&#8217;ve seen, you don&#8217;t need to be Spotify to achieve it. You can start with a collective Wrapped, move to a segmented one when your list is better organized, and later, make the leap to individual. <strong>The important thing is not the level, but that the protagonist is always the customer<\/strong>.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>There&#8217;s another detail that works in your favor: if you do it right, the Wrapped can become a fixed appointment. An email that your customers recognize, expect, and eagerly open each year. And in a saturated inbox, that&#8217;s worth a lot.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>If you want to prepare yours, Acumbamail has everything you need to do it: segmented lists, custom fields to include each customer&#8217;s data, and a template editor to give it the design it deserves.<\/p>\n\n\n<p><!-- wp: --><\/p>\n<p><!-- \/wp: --><\/p>\n\n\n<p>What star data would you choose for your business&#8217;s Wrapped?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every December, the same thing happens. Millions of people open an email, take a screenshot, and share it on their networks without anyone asking them to. It&#8217;s not a raffle or a 70% discount; it&#8217;s a summary of their year. Do you know which brand this is about? Indeed, it&#8217;s Spotify&#8217;s Wrapped. And the numbers [&hellip;]<\/p>\n","protected":false},"author":43,"featured_media":31271,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2065],"tags":[],"class_list":["post-31273","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-first-steps"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Wrapped Email: What It Is, Examples &amp; Free Template<\/title>\n<meta name=\"description\" content=\"reate your own Wrapped email like Spotify\u2019s: what it is, 3 levels based on your data, real examples and a step-by-step template.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acumbamail.com\/blog\/en\/email-wrapped\/\" \/>\n<meta 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