Copywriting
Duolingo — Re-engagement Email Sequence (Spec)
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A self-initiated project exploring Duolingo's brand voice. Brief: re-engage lapsed users through an escalating 3-email sequence, leaning into Duo's signature passive-aggressive humor.
Email 1
Subject line: Miss you!
Body copy:
Hiii,
It’s been ages! I totally get it – I’ve been super busy too. If you have a couple minutes though, we should catch up 👀
Duo
CTA button: Hang with Duo
Email 2
Subject line: Checking in…
Body copy:
Hi,
Did you see my last email? I’m worried.
I know you’re busy but you probably have a couple minutes, right?
Your friend,
Duo
CTA Button: Make time for your friend, Duo
Email 3
Subject title: Are we still friends?
Body copy:
I feel like we were hanging out a bunch but now I never see you and I guess I’m just confused because I thought you liked me? Like, we were hanging out every day. Did I misread that? Sorry if I’m bugging you I just don’t get what happened. Can we meet up?
CTA Button: Let’s meet up.