Top "Wrapped" Personalized Emails in 2025 and How to Prepare for 2026

Spotify, Strava, Monzo, and Duolingo all sent standout wrapped-style campaigns in 2025. Here's what made them work, and a practical roadmap for building your own before December 2026.

By Martin TenevFirst Publish Date: September 2, 2026

What is a "Wrapped" Email?

A wrapped email is like a Spotify Wrapped for brands – a year-in-review summary that takes each users' own behavioral data to create a highly personalized, playful, and deeply shareable recap of their activity over the past year.

The name comes from Spotify's "Wrapped" campaign, which has run annually since 2016 and has become one of the cultural cornerstones of the 21st century.

The best wrapped emails do the following 5 things:

1. Hyper-personalization at scale

Every user receives a completely different email. Not just different name fields, but entirely different statistics, graphics, and narratives based on their unique behavior.

2. Shareability

Wrapped emails are designed to be screenshotted and shared on social media. They're visually distinctive, easy to read at a glance, and often include elements of pride or humor that users want to show off.

3. Surprise and delight

The best wrapped emails reveal things users didn't know about themselves. A surprising statistic, an unexpected pattern, or a playful observation that makes the user smile.

4. Perfect timing

Wrapped emails arrive in early December, before the holiday chaos fully descends, giving users time to engage and share. They're a celebration of the year that was, not a promotion for what's coming next.

5. A clear narrative arc

Rather than dumping raw statistics, wrapped emails tell a story. They take the user on a journey from "here's where you started" to "here's what you achieved" to "here's how you compare."

Let's look at the biggest brands that nailed these elements in 2025.

Spotify Wrapped: The Original and Still the Best

Spotify launched Wrapped in 2016, and ten years later it remains the gold standard. In 2025, Spotify continued to refine its formula while introducing new features that kept the campaign fresh.

What makes it work?

Spotify Wrapped is a masterclass in turning data into narrative. The 2025 campaign included each user's top artists, top songs, total listening minutes, and much more besides.

Spotify understands that people don't just listen to music – they use music to define their identity.

Wrapped isn't really about data… It's about validation. When Spotify says you're in the top 1% of Bluey and Blippi listeners, it's a badge of honor. You have kids' music on repeat – you're a great parent, and other parents can relate to this, too.

And when you're in the top 1% of Taylor Swift listeners, you're a true Swiftie.

But it could be Mötorhead, Vivaldi, Linkin Park or Tom Lehrer – it doesn't matter. If you're the top listener of something you connect with deeply, you're going to take interest in that stat.

This emotional hook and personal validation drives social shares through the roof [1].

Spotify Wrapped is designed for social sharing from the ground up. The bold, colorful graphics look great on Instagram. The stats are easy to screenshot, and can be shared directly from the app. And there's always an element of friendly competition – comparing your top artists with friends is part of the fun!

What you can learn from Spotify Wrapped

Spotify's genius is making each user feel like the hero of their own story. The data is the set dressing, not the main event. When creating your wrapped email, ask yourself: what does this data say about who my customer is, not just what they did?

You can read more about Spotify's approach to the campaign on their newsroom page [2].

Strava: The Year in Sport That Celebrates Every Athlete

Strava's annual "Year in Sport" campaign is genuinely different from the Spotify Wrapped approach. Rather than simply serving up a list of stats, Strava combines deeply personal activity data with broader community insights, to create a product that's both personal and social.

What makes it work?

Strava's Year in Sport campaign gives each athlete their own set of statistics: total distance covered, total elevation gained, total hours spent moving, number of activities logged, personal bests achieved, and favorite routes discovered. For a dedicated runner who's tracked every training session, this data is deeply meaningful.

But Strava adds something extra: a global trend report that aggregates anonymized data from its entire community. This data reveals broader patterns in how people exercise, what motivates them, and what barriers they face.

Strava users are social – following friends, joining clubs, giving kudos, and comparing times on segments. The Year in Sport campaign shows users how they stack up against their own network, and encourages sharing among the most competitive.

But perhaps more importantly, Strava celebrates effort. A user who logged their first ever run gets as much celebration as a user who completed an ultramarathon. This inclusivity expands the campaign's appeal enormously, and prevents an "Us vs Them" situation.

View the original post on LinkedIn.

Strava's Year in Sport includes an eye-catching branded summary graphic that users can share on social media. It features their total activities, total distance, total time, and a distinctive visual in Strava's style.

What you can learn from Strava

Strava proves that personal data becomes more valuable in a community context. Your users don't exist in a vacuum, and they want to know how they compare to others. People want to feel part of something larger than themselves – so if you can add a community layer to your wrapped campaign, even a simple line like "You were one of 500 customers who bought [rare product] this year", you'll transform a personal email into a shared experience.

Monzo: The Bank That Made Spending Fun

Monzo, the UK digital bank, has quietly built one of the most effective wrapped-style campaigns outside of music. Its annual "Year in Monzo" email transforms mundane banking data into a colorful, engaging, and genuinely useful summary.

What makes it work?

Year in Monzo breaks down spending into playful categories, and avoids being too personal or financially revealing. It'll identify your favorite fast food joint, your quirkiest habits, and show you what you actually spend your money on – in a fun, engaging, and highly sharable way.

This really works because money is often a source of anxiety. Monzo's take on the wrapped personalized email craze reframes spending as a positive thing, giving users a unique financial personality.

Monzo's wrapped emails are genuinely funny and relatable, and that's why users share screenshots of their "Coffee Connoisseur" status or some surprising spending category they're at the top of.

What you can learn from Monzo

Even "boring" industries like banking have interesting data. Monzo proves that no matter what you do, your users' behavior is inherently interesting to them.

Revolut: Global Spending, Personalized

Revolut, the global financial app, is a major outlier in this list – but we included it because it gives us an important lesson to learn.

While all the other wrapped campaigns in this post are for 2025, Revolut has been absent from doing wrapped-style campaigns since 2023. That's because Revolut took a very different approach, which was a little more revealing than Monzo's, and prompted some backlash [3].

They were likely joking around and trying to be hip, but there were some accusations of privacy being breached and users feeling patronized. Playful banter or a misguided misfire? Either way, the combination of financial overexposure and mockery made most users feel less willing to share their RevReviews publicly.

What you can learn from RevReview

Different users value different metrics. Revolut pushed for provocation (not just in this campaign, but in others, too [4]) and ended up isolating itself. You can go too far with personalization, especially when it's intended to be shared publicly!

Duolingo: Gamified Learning, Delightfully Presented

Duolingo, the language learning app, has a natural advantage when it comes to wrapped-style emails. Learning a language is a long-term achievement, and users are genuinely proud of their progress – but they're also putting a ton of data through the platform.

Duolingo's wrapped campaigns started with wrapped personalized emails in 2019, but have since grown into a major app-based experience [5].

What makes it work?

In 2025, Duolingo's wrapped campaign included stats like total minutes learned, languages studied, longest streak, and number of lessons completed [5]. The achievements are presented by Duo, the distinctive green (and sometimes a little mean!) owl mascot, in a bunch of fun animations. The copy is light and playful, and leans into the old Duolingo memes that made the app a viral hit in the first place.

Learning a new language is hard work, and Duolingo's wrapped email validates the effort. It can be deeply emotional and meaningful to have that acknowledged. It also gives users a chance to show off their progress and knowledge, and helps them encourage friends to join.

What you can learn from Duolingo

If your product involves any kind of long-term progress (learning, fitness, productivity, saving), a wrapped email is a great fit. Your users have achieved things they're proud of, so help them celebrate.

How to Prepare for 2026: A Practical Roadmap

Creating a wrapped-style email isn't something you can do in December – you need to start preparing now. Here's your roadmap for getting a wrapped email out in time for end-of-year 2026.

Start Auditing Your Data

A wrapped email is only as good as the data behind it. If you're not already tracking the metrics you want to highlight, you won't have them in December. Review your current data collection now.

• What user behaviors are you tracking?
• What patterns would be interesting to surface?
• What metrics would your users genuinely care about?

Make a list of every user action that could become a statistic in your wrapped email, and check whether you're actually capturing that data. If you're not, set up the tracking now (you might have to hold off your wrapped campaign until next year).

Identify Your Narrative

The best wrapped emails tell a story. Before you design any graphics or sharing systems, decide what story you want to tell:

• Is it about achievement? "You accomplished this much"
• Is it about identity? "This is who you are as a user"
• Is it about surprise? "You won't believe what you did this year"
• Is it about community? "Here's how you compare to/helped others"

Or is it a combination of all of these? Whatever your narrative is, it will determine which metrics you emphasize and how you frame them.

Design for Shareability

Your wrapped email should be visually distinctive, easy to screenshot, and optimized for social media. That means bold colors, clear typography, and a layout that works when cropped to a square or vertical format.

Create personalized share cards within the email, so users have quick options when posting to different platforms.

Build Your Technical Pipeline

Generating millions of unique, personalized emails requires technical infrastructure. Each user needs their own set of statistics, their own graphics, and potentially their own narrative copy.

Sendtric lets you easily create personalized images for email campaigns, but you'll also need your ESP or internal systems to handle the data. Start testing your pipeline in October – not December!

Test Your Timing

Wrapped emails arrive in the first week of December [6], which gives users time to engage before the holidays. It also avoids competing with last-minute shopping campaigns and other communications.

But the right timing might vary for your audience. A B2B wrapped email might perform better in January, when professionals are back at work and reflecting on the year ahead. A consumer brand might want to catch the December social media surge, and push their wrapped email in late November.

Test different send dates with small segments to find your optimal timing for the years ahead.

Why Go Through All This Trouble?

A wrapped campaign requires data collection, personalization infrastructure, design resources, and careful planning. So why bother?

Because the results are genuinely extraordinary.

Spotify's 2025 Wrapped campaign reached 200 million engaged users in approximately 24 hours – a 19% increase year-over-year [1]. In 2024, it took Wrapped around 62 hours to hit that same milestone. The campaign also drove around 500 million shares, a 41% increase from the previous year.

Smaller brands see similar disproportionate returns. EmailLove's experimental 2025 Wrapped email, sent to just 1,000 users, achieved a 57% open rate with zero unsubscribes or spam complaints [7]. For context, average email open rates are 36.92% in 2026 [8].

The reason wrapped campaigns perform so well comes down to psychology.

Behavior-triggered emails generate up to 10 times more revenue than generic sends [9]. When you combine that principle with the year-end reflective mindset – people naturally want to look back before they look forward – you create a perfect storm of engagement. Segmentation can boost open rates by 30% and click-through rates by 50% [9], and wrapped campaigns are segmentation at its most extreme: every user gets their own unique email.

There's also a cumulative brand benefit. A successful wrapped campaign crushes your KPIs for this year, and creates anticipation for next year. Users actively look forward to receiving their annual recap. They share it voluntarily. They compare results with friends. That kind of enthusiastic engagement is impossible to manufacture with any other type of marketing email.

So yes, wrapped campaigns take work. But the ROI is consistently among the highest in email marketing.

Ready to make your own personalized emails? See how to build your own wrapped email with Sendtric in minutes, or get started for free below.

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Martin Tenev

Martin is a Growth Manager who is enthusiastic about all things growth and AI including how to create email campaigns that convert.

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