Abandoned cart or checkout flows
BACKGROUND This project was for a client in the indie skincare space. The goal was to recover abandoned checkouts without applying the kind of pressure that damages brand perception for a brand whose whole identity is built on being low-key and honest with its audience. I wrote a three-email sequence that moves from a gentle […]
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Newsletter – Sharp Margins
BACKGROUND This project was for a client in the freelance business education space. The goal was to build a newsletter that gave independent professionals genuinely useful, numbers-grounded advice rather than motivational content dressed up as strategy. I wrote a three-issue arc covering the fundamentals that happen before a project starts: pricing, proposals, and onboarding. Each […]
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Newsletter – The Understory
BACKGROUND This project was for a client in the nature writing and environmental education space. The goal was to build a newsletter with a distinct editorial identity that could hold a genuinely curious, intellectually engaged audience across a connected arc of issues. I wrote a three-issue arc around the theme of noticing, moving from acoustic […]
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Product launch or special campaign flows
BACKGROUND This project was for a client in the indie skincare space. The goal was to build anticipation ahead of a two-year product launch and convert that anticipation into sales during a short launch window. I wrote a five-email launch sequence that moves from a deliberately vague teaser through early access, the main announcement, social […]
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Cold outreach and lead nurture flows
BACKGROUND This project was for a client in the B2B operations consultancy space, serving the logistics sector. The goal was to open conversations with cold prospects at mid-size logistics firms without relying on pressure tactics or a generic pitch. I wrote a five-email cold outreach sequence that leads with a specific operational pattern the target […]
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Onboarding flow – Next steps and nurture
BACKGROUND This project was for a client in the professional development and online learning space. The goal was to move warm leads toward a decision without applying pressure, keeping the relationship intact for the people who weren’t quite ready yet. I wrote a next steps email that gives the reader multiple ways to move forward […]
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Onboarding flow – Objections and FAQs
BACKGROUND This project was for a client in the bookkeeping and financial coaching space, serving freelancers. The goal was to address the real hesitations that stop freelancers from getting financial support, most of which have more to do with shame and avoidance than price or features. I wrote an objections email that names the emotional […]
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Onboarding flow – Credibility and social proof
BACKGROUND This project was for a client in the B2B SaaS and sales CRM space. The goal was to build trust with prospects who were still evaluating options by letting results and real customer experiences do the work rather than product claims. I wrote a credibility email that leads with a specific, recognizable customer situation […]
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Onboarding flow – Services overview and value proposition
BACKGROUND This project was for a client in the brand strategy and design space. The goal was to communicate a broad service offering without making it feel like a capabilities list, and to give prospective clients a clear sense of what it’s actually like to work with the studio. I wrote a services overview email […]
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Onboarding flow – Welcome with a quick win
BACKGROUND This project was for a client in the wellness and slow-living space. The goal was to make a strong first impression with new subscribers while delivering something immediately valuable so they’d actually look forward to the next email. I wrote a welcome email that leads with a quick, actionable win rather than a brand […]
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