I have been asked recently to design some “engagement emails” for my company’s product. A higher-up requested we present low-activity users with a “ranking” of their activity compared to others like them. The idea is that the user sees that he/she is not doing well comparatively, and then begins to use more. I’m sure that gamification is great if the user has opted in, but I"m not sure how I feel about this case - gut tells me there could be a negative response, a cause for the user to identify as a low-grade user long-term. I should add that we make B2B software, so the user is often not the buyer. Has anyone read any pieces about presenting competitive/negatively slanted data like this to someone who has not solicited it?