For their Email Weekly takeover program, ActionRocket let us run wild with their Halloween edition.As a data-driven campaign, we used basic CRM data from the email list - first names, opens, clicks, join dates, and layered those with group stats and averages to give each user a unique email experience. We pushed inbox GIFs to the limit, using bold illustration and animation weaving a story from behaviour-based Halloween 'personalities' to spooky dataviz (while keeping an eye on the file size)The email clicked out to a behind-the-scenes look at how the campaign was conjured and showed the full range of personalized cards.