Format case study (Marketing analytics newsletter)
BACKGROUND This project was for a client in the B2B recruitment technology space. The goal was to rebuild the brand’s editorial identity after a content audit revealed that the existing content was actively undermining the sales process, with prospects consistently rating competitor content as more credible and more useful during the consideration stage. I started […]
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Rebrand case study (Recruitment technology)
BACKGROUND This project was for a client in the B2B marketing analytics space. The goal was to build a weekly newsletter that would retain and engage existing subscribers, with modest expectations for growth and no modeled revenue attribution at the outset. I built The Intelligence Brief as a standalone editorial product rather than a content […]
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Cold lead nurture and long-term drips
BACKGROUND This project was for a client in the B2B operations consultancy space, serving the logistics sector. The goal was to nurture cold leads who had downloaded a resource into warm prospects without defaulting to a generic sales cadence. I wrote a four-email drip sequence that opens by delivering the promised resource and immediately asking […]
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Re-engagement or win-back flows
BACKGROUND This project was for a client in the handmade ceramics and e-commerce space. The goal was to re-engage lapsed subscribers in a way that felt honest enough to either bring them back genuinely or let them go without damaging the relationship. I wrote a three-email sequence that opens with a low-pressure check-in rather than […]
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Post-purchase or customer retention flows
BACKGROUND This project was for a client in the handmade ceramics and e-commerce space. The goal was to build a post-purchase experience that felt personal enough to match the handmade nature of the product and practical enough to reduce friction and encourage repeat purchases. I wrote a four-email sequence that moves from order confirmation through […]
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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 […]
Learn More 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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