Flo: Newsletters


Flo is a female health tracker. They started a monthly newsletter in October 2020 to educate users of all app features. They also introduced personal health reports for users. I provided a concept and language.


Flo sent details for new product updates, and I provided short creative copy and wireframes for use in onboarding and newsletter emails.

Newsletter: 'Monthly Debrief'

'Monthly' was used to nod toward the well-known euphemism for menstruation, whereas the term 'debrief' leans toward the medical prowess of the app. Flo works directly with medical professionals, and this is a key part of their messaging.


Newsletters were measured by sign ups engaging with content designed for premium users, upselling users on the paid plan. Content for premium users was measured by in-app activations, opened via email.