How a marriage ministry stopped sending 8,500 people the same email.
Spark Discipleship, the Christian marriage ministry led by Mike and Holly Worley. The GIVER Partnership, built on RightMessage + Kit. Live in 2026.
Mike and Holly Worley run Spark Discipleship, a Christian marriage ministry outside Denver. In person, they're remarkable: Mike can sit across from a couple, ask two or three questions, read the room, and know exactly what that couple needs next.
Their work isn't generic marriage advice. They help couples build a shared mission. A weekly huddle for the over-committed pair drowning in work and kids. Listening prayer for the wife who wants her husband to lead spiritually and the husband who has no idea how. A completely different conversation for the couple on their second marriage, blending two families and a lot of old hurt.
By early 2026, around 8,500 people were on Spark's email list, and every one of them got the same broadcast. The diagnostic instinct that made Spark's in-person work land didn't exist in their email or on their website. A newlywed with no kids and a remarried couple in crisis opened the same welcome email and got the same call to action.
Mike said it best on our first call. “When I have people in person, I can read them, I can ask, I can flow. I haven't been able to transfer that online yet.” Spark knew its people arrived in at least seven distinct situations. The marketing treated them as one.
And these couples were not strangers to what Mike calls the drift. Once we started asking, they told us in their own words: going through the motions, living separate lives under the same roof, no energy left for each other at the end of the day. Spark had a real answer for each of those couples. It just had no way to ask the question at scale.
So we built Spark a diagnostic that works the way Mike does. A short survey on the site asks a few low-friction questions: what brought them here, where they are in their marriage, whether they have kids, and what has been showing up in the relationship lately. From those answers, RightMessage sorts each couple into one of seven personas, syncs the result into Kit, and changes what they see next. The headline, the offer, the welcome email, the whole path now matches the couple reading it.
Behind that sits an offer engine. Instead of pushing everyone toward the same product, Kit calculates each subscriber's next best offer and RightMessage serves the right call to action on the site. Purchase history always wins over guesswork, so nobody gets pitched something they already own. We also rebuilt Spark's email as evergreen sequences with dynamic calls to action, so the personalization runs on its own instead of waiting on Mike to schedule another broadcast. Around 21 sequences now cover welcome, pitch, post-purchase, and re-engagement.
In the first 90 days, here is what changed when the site started reading the room.
Over the first 90 days the system tracked and personalized more than 12,000 visitors. 1,342 told Spark exactly why they were there, and 1,055 sorted cleanly into personas, the largest group being busy, drifting couples.
For visitors arriving from Spark's ads, the personalized path converted 71% of them, against 40% for the generic version. That is a 78.5% lift, and at this volume the result is statistically certain, not noise.
When the offer engine put the right workshop in front of the segment it was built for, roughly one in five clicked through. The same system now routes couples to six different next steps instead of funnelling everyone to one.
A few low-friction questions sort each couple into one of seven situations. Then the headline, the offer, and the welcome email all change to match. The read Mike does across a kitchen table now runs on the site, every day.
Underneath the numbers is the part Mike cares about most. The couples are telling Spark, in their own words, the drift they are living: going through the motions, living separate lives under the same roof. Spark finally hears the question at the scale it is being asked, and has an answer ready for each couple.
In the founder's words.
“Working with Brad and his team blew my expectations. Brad has the rare skill to understand the dynamics of effective marketing, and the technical expertise to make everything work like a well-oiled machine.”
“Incredibly grateful for the team's attention to detail and the process they took us through. I can't recommend Brad and GIVER enough for anyone looking to take personalized marketing to the next level.”
Mike and Holly spent years learning to read a couple across a kitchen table. Now their website does a version of the same thing, for thousands of couples at once, every single day.
