Retention / Email Marketing

My expertise spans across email and SMS marketing, customer segmentation, and post-purchase engagement, with a focus on adapting to customer feedback to deliver exceptional customer experiences. I strive to strategizing campaigns that not only re-engage customers but also turn them into brand advocates, ensuring sustainable success for the business. See some of my efforts below!

Raising the Bar

Challenge
Raising the Bar, a zero-proof cocktail subscription box, needed a stronger lifecycle marketing strategy to engage subscribers, convert one-time buyers into members, and reduce churn. The existing flows were limited, and campaigns weren’t fully aligned to the brand’s monthly themes or audience segments.

Approach
I designed and optimized the full email lifecycle to nurture subscribers at every stage:

Welcome Flow: Introduced the founder’s story, brand mission, and encouraged first purchase.
One-Time to Subscriber Flow: Converted single-box buyers into recurring subscribers with curated messaging.
Post-Cancellation Flow: Segmented based on cancellation reason, with targeted win-back content.
Abandoned Cart Flow: Three-touch sequence - warm invite, valued with testimonials, and personalized help.
Browse Abandonment Flow: Implemented a foundational flow to re-engage site visitors, ensuring no browsing activity went untouched.

Alongside flows, I built a monthly campaign calendar that balanced product launches, educational content, seasonal holidays, and partnership spotlights - all tailored by audience segment (active subscribers, one-time buyers, churned users, high and low engagers, and VIPs). Campaign revenue has increased by 38% in the first 5 months, compared to the previous period.

Execution

Developed segmentation strategy to ensure subscribers vs. non-subscribers received relevant messaging.
Wrote and designed email copy that reflected Raising the Bar’s warm, community-driven brand voice.
Integrated SMS touch points to complement email flows and boost engagement.
Ran ongoing A/B tests on subject lines, preview text, and flow touchpoints to improve performance.

Results

Increased conversion from one-time purchase to subscription through optimized post-purchase flow.
Improved abandoned cart recovery rates by implementing a new flow.
Reduced subscriber churn by tailoring cancellation flows based on feedback.
Lifted overall email-driven revenue by aligning campaign cadence to monthly product themes.

Implemented a new Welcome flow strategy and design, increasing flow revenue by 714% in the first month

REVELRY:

Post Purchase Strategy #1

This flow was created to guide the customer through a home try-on process, while upselling products and driving to future purchases. The flow is segmented for two separate consumer sets and where they are on their customer journey.

YoY day flow performance:

22% increase in attributed revenue
12% increase in open rate
6% increase in click rate
8% increase in ordered product rate

Key content:

A “When to return” chart is placed throughout the flow, this has decreased the about of inquiries for the support team
An email is sent on product delivery to educated the user on a new sewn-in measuring technique
A survey is at the end of each flow to gather feedback about the ordering process and the consumer

REVELRY:

Browse Abandonment

I optimized this flow by segmenting out different product categories resulting in a 6.5% increase in placed order rates YoY.

Performance:

12% increase in attributed revenue
58.9% open rate
2.7% click rate
4.3% ordered product rate

REVELRY:

Abandoned Cart Flow

Optimizing abandoned cart flows lead to an increase customer retention! This resulted in a 35.09% returning customer rate, increasing 4% YoY.

This flow was set up to drive the customer directly to recover lost sales, resulting in a 5% decrease of abandoned checkouts.

YoY Flow Performance:

16% increase in attributed revenue
24% increase in open rate
31% increase in click rate
29% increase in ordered product rate

REVELRY

Post Purchase Strategy #2

This flow was optimized to improve communication to the customer during the long production time, while upselling products.

YoY flow performance:

10% increase in attributed revenue

7% increase in open rate
4% increase in click rate
4% increase in ordered product rate

Key content:

Friendly reminder that we’re still working on their order during the 10 week lead time
Content blocks that upsell products that have shorter lead times so they can make a repeat purchase
A survey is at the end of each flow to gather feedback about the ordering process and the consumer

REVELRY

SMS MARKETING

I built out and executed a new SMS subscriber strategy by incorporating sign ups in a pop up, at check out, and incorporating it across organic social, with a result of a 55% increase in subscribers in 2024.