Year-End Engagement Win — 2024 Savings Highlight Review
As part of the ongoing effort to keep Paychex’s “Handraisers” (aka opted-in email subscribers) engaged, I led the concepting and execution of a year-end campaign designed to show off the real value of their Employee Savings Program.
Inspired by the popularity of Spotify Wrapped, I wanted the email to feel fun, familiar, and data-rich—but not overwhelming. So I teamed up with our Data Team to pull out eye-catching insights from 2024 like average number of money saved for 2024, number of visitors to portal, most popular categories, and more.
I also collaborated with our Brand Marketing Team to highlight fan-favorite brands and to pull stats from their brand partners, so the value was clear across the board.
We brought it all to life in a visually engaging, stat-packed email that felt more like a celebration than a sales push.
This recap email:
Earned the 2nd highest click-through rate of the year
Drove a 17.5% CTR, more than double the average
Sparked a noticeable boost in portal traffic and brand engagement
Beyond the numbers, it became a repeatable storytelling format the team can build on in future years.