Spotify is a brand which by nature boasts high levels of customer engagement and more importantly, audience data. When I received a personalised email telling me what my favourite song of 2014 was, I was intrigued. Spotify knows more about my music habits than I do! When you’re invited to view ‘Your Year in Music’ you receive a visualisation of your personal music consumption, including Your Top 10 Tracks and personalised recommendations for 2015. Spotify has used it’s biggest asset, customer data to create inherently valuable, interesting and personalised content. In this case, email marketing as a distribution tactic is simple and effective; a personal and opt-in communication channel for content engagement.