Efficiency is key when managing email campaigns for 94 million subscribers. Flo, the world’s leading women’s health app, needed a powerful solution to streamline email production while maintaining creativity and personalization. In this case study, we explore how Flo achieved email marketing success through Stripo, highlighting the tools and strategies that have helped it stay ahead in the game.
Expert
About Flo
Flo.health is the #1 downloaded women’s health app globally, with an impressive 380 million downloads and 70 million monthly active users. Their mission is clear — to build a better future for female health by helping users harness the power of their body signals. Focusing on every stage of a woman’s health journey — from menstruation to menopause — Flo delivers curated cycle and ovulation tracking, fertility calendars, pregnancy assistance, tailored health insights, and a private community for sharing concerns and questions.
Flo collaborates with over 120 medical experts to support women worldwide by providing personalized health information. Flo’s work is particularly impactful in bridging healthcare disparities and improving health literacy, especially in underserved regions.
Challenge: How to create personalized emails for 94 million users
Flo faced the challenge of managing its growing email marketing needs efficiently and cost-effectively. With over 94 million users opted into emails and an increasing reliance on email as a direct communication tool, Flo needed a solution to keep up with its ambitious plans. Email marketing was quickly becoming a vital channel for Flo to deliver personalized health insights, promote product features, and offer users the benefits of Flo Premium.
Flo needed a tool to streamline its email production, allowing it to maintain high-quality design and content. They were looking for a way to simplify collaboration among their team and reduce the approval chain, ensuring that they could respond quickly to user needs. Additionally, the need for visual consistency and engaging email designs that reflected Flo’s brand was critical.
This is where Stripo’s email builder became a valuable tool, allowing Flo to efficiently create visually appealing and highly targeted email campaigns.
Solution: 400 emails over nearly three years
At Flo, the email production process is a well-organized collaboration between the design and marketing teams, with Stripo playing a key role.
Although Flo has a large team of designers, Stripo streamlines the email production process, allowing one person to handle the design phase efficiently:
- The senior marketing copywriter is responsible for crafting the email copy and aligning it with the overall strategy and tone of voice. The copywriter first works in Figma with a mock-up, which the email designer then builds in Stripo.
- The senior email designer handles the design and build of all emails, ensuring that each one reflects Flo’s visual identity and messaging.
- Other members of Flo’s wider marketing team often dip into Stripo files to make small tweaks. This is very helpful for speeding up processes and avoiding bottlenecks.
- After the email is built in Stripo, it is exported and uploaded to Flo’s bespoke content management system.
I have been using Stripo at Flo for nearly three years. At that time, I think I have created approximately 400 emails!
Beth Mathewson,
Results: What Stripo features help minimize the time for Flo email production
Throughout their time using Stripo, Flo has encountered only minor challenges, which were quickly resolved thanks to Stripo’s responsive support team. When technical issues arise or Flo’s team faces difficulty executing a design, the support chat is their first point of contact.
The team consistently provides fast and effective solutions, often offering code snippets or instructional videos to help bring their vision to life. This level of support has been invaluable in ensuring that their email campaigns run smoothly and meet the brand’s high standards.
Modular email design
One of the key benefits Flo has experienced with Stripo is the significant time saved in email production, particularly through the use of modules. This feature allows them to build email elements once and reuse them across multiple campaigns, cutting down on repetitive tasks and ensuring consistency.
For example, Flo recently worked on a project involving personalized welcome emails that required the creation of 94 different versions. Using Stripo’s module feature, they could simply drag and drop prebuilt blocks, reducing what could have been a time-consuming process to just a few steps.
Last year, we worked on a project in which we created fully personalized welcome emails using 3x blocks based on user actions (what they had or hadn’t done at that point in their journey). I used the module feature in Stripo to build the different options, so when creating the 94 emails, it was simply a case of dragging and dropping the modules in. I don’t want to consider how long that would have taken without this feature!
Beth Mathewson,
Balance between design flexibility and accessibility
Additionally, Flo values Stripo’s balance between design flexibility and accessibility. The ability to edit code directly — whether by adding gradients, background images, or tweaking CSS — enables them to maintain creativity without sacrificing live text accessibility. This combination of features and support has made Stripo an essential tool for email marketing, offering both efficiency and flexibility in their workflow.
Note from the Stripo team: If you are using Stripo, you don’t need to worry about ensuring that HTML emails are optimized for screen readers, as all emails built with Stripo are already fully optimized.
Plans for using new features
While Flo hasn’t yet fully leveraged Stripo’s real-time co-editing or version history features, they recognize these tools’ potential to enhance their workflow further, especially as they refine their email strategy.
Inspirational example from the Flo team
Here are some inspiring examples from the Flo team created using the Stripo email editor. See how the design is consistent with the overall style of the application and site and filled with email features that allow you to increase conversions and engagement.
Email example 1: June Sale 2024
Our seasonal sale emails are especially successful for Flo. They combine a few psychological hooks, such as name personalization, time pressure, social proof, and unique visuals, which altogether create an engaging email experience.
(Source: Email by Flo)
Email example 2: The launch of our Guided Journey feature
This email campaign is Beth’s favorite, as it stands out from our usual content. The dark color palette sets the mood for the content, plus it has the added bonus of being dark mode compliant! Including GIFs in our emails always works well to grab attention and enables us to show multiple pieces of content without using more vertical space, which is a premium in emails.
(Source: Email by Flo)
Email example 3: The launch of our symptom checker for PCOS and endometriosis
This email was one of the first where I experimented with background images. Being able to directly edit the code in Stripo means that I’m not creatively restrained. I really enjoy researching HTML techniques and applying them to an email. It’s very gratifying when it all works successfully!
Beth Mathewson,
(Source: Email by Flo)
Wrapping up
Flo’s journey with Stripo demonstrates how a powerful email builder can streamline processes, enhance creativity, and ultimately drive better results for any email marketing team. From managing the production of 94 million subscriber emails to creating personalized campaigns with ease, Flo has effectively harnessed Stripo’s tools to maximize its email marketing efforts. Using reusable modules, real-time collaboration features, and direct code editing empowers teams to build visually appealing and accessible emails while saving valuable time.
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