V-Go is an all-in-one insulin delivery system that users call a ‘godsend’. But the journey to convert prospects to users was complex and expensive, requiring telemarketing and direct mail. We created a CRM email strategy, segmented around user needs at different points in their decision-making. A series of emails, featuring custom content around the idea of ‘freedom’, addressed their concerns. Links to context-specific tools like videos and a discussion guide helped users along. In less than 3 months, this program has generated unprecedented click-through rates and increased new patient activations. We are now expanding the program to include SMS/mobile and social media posts.