Case Studies
Driving Subscription Growth Through Email strategy
Client: A direct-to-consumer candle brand with a monthly subscription box program
Role: Freelance Email Marketing Strategist
Channel: Email
The Challenge
The client had a loyal customer base, and their subscription box program carried the highest margins in their business — making it the natural place to focus growth. But their existing email program had gone stale: the same format every month, with just the featured product swapped out. Customers had caught on to the pattern and started tuning it out entirely. The client needed a strategy that could re-engage their list and make the subscription program feel worth a second look.
My Approach
I built an email strategy around audience segmentation — moving away from one-size-fits-all sends and toward messaging tailored to what actually motivated different customers. I identified segments like:
Customers drawn to exclusive early access to new scents
Customers motivated by value — getting the most bang for their buck
Customers who saw the box as a luxury gift for themselves or someone else
I also looked for natural cross-promotion opportunities within other emails, surfacing the program at moments when it was most likely to catch someone's attention. For example, a sale announcement email might also mention that first-time subscribers get 30% off their first box, turning a routine promotional send into a subscription touchpoint.
The Results
Over a 60-day period:
23% increase in click rate
40% increase in purchase rate
A single campaign reached over 100,000 people and generated more than 800 unique purchases
Why It Worked
The results came from treating every email as an opportunity to speak to a specific customer's motivation, rather than sending the same message to everyone. Segmentation gave the content relevance again, and smart cross-promotion meant the subscription program stayed visible without needing its own dedicated send every time.
Building a Brand's Voice From Scratch on Threads
Client: A nationwide health-focused nonprofit
Role: Freelance Social Media Strategist
Channel: Social Media (Threads)
The Challenge
The client was exploring Threads as an alternative to X/Twitter but had no established presence, strategy, or voice on the platform — effectively a blank slate. Rather than simply repurposing content from other channels, they needed a strategy built specifically for how people actually behave on Threads.
My Approach
I started with research, not content creation. I audited how comparable organizations were using Threads, paying close attention to which posts drove real engagement versus which fell flat. A clear pattern emerged: people on Threads engage most with content that reflects their own values and identity — they like and share posts that affirm who they are and what they believe.
I used that insight to build a content strategy around three pillars:
Posts that reaffirmed the organization's mission, giving supporters something to rally behind
Lesser-known facts about the cause that were inherently shareable
Content that validated the lived experience of the community the nonprofit served
I paired this with a consistent posting schedule, moving the account from inconsistent, reactive posting to a reliable rhythm supporters could count on.
The Results
Over three months:
9.7% net audience growth on a brand-new platform presence
154% increase in engagement
Established a distinct brand voice and trust with the community, setting the foundation for continued growth
Why It Worked
Rather than guessing at what would work, I let audience research guide the strategy — then built content around a genuine insight about why people engage on Threads specifically.
A Three-Phase Campaign to Demystify Open Enrollment
Client: A national patient assistance program
Role: Freelance Multi-Channel Marketing Strategist
Channels: Email, Social Media, Website
The Challenge
Federal policy changes had made public insurance options more expensive and confusing right as open enrollment approached — exactly when people needed clarity most. The client's patient assistance program could help, but most people carried assumptions that stood in the way: that staying on their current plan was automatically safe, that policy changes wouldn't really affect them, or that there simply weren't affordable options available. The client needed a campaign that could challenge those assumptions without adding to the anxiety people already felt about insurance.
My Approach
I built messaging that named each assumption directly, then reframed it with empathy and reassurance — acknowledging how overwhelming open enrollment can feel before offering a next step, rather than leading with pressure or urgency.
I structured the campaign in three phases to match where people actually were in the decision process:
Education (pre-enrollment): Helping people understand how insurance works and what changes to expect, before decisions needed to be made
Awareness (during enrollment): Introducing the patient assistance program as a resource, timed to when people were actively evaluating options
Support (post-enrollment): Providing resources and reminders on next steps once a plan was selected, so people didn't fall through the cracks after making a decision
Each phase used a coordinated mix of website pop-ups, email, and social media, so the message met people wherever they were engaging.
The Results
The campaign led to the highest number of calls to the patient assistance program during open enrollment to date — a direct signal that the messaging successfully moved people from uncertainty to action.
Why It Worked
The campaign worked because it addressed real psychological barriers, not just logistical ones — leading with empathy for a genuinely stressful topic, then sequencing the message to match each phase of the decision-making journey. This is a common thread throughout all of my work: understanding not just what to say, but when and where someone needs to hear it.