Welcome Series Email Design & Strategy
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As part of Sequel’s digital marketing launch, I crafted a bold, data-driven email strategy to differentiate the brand and establish its presence in the highly competitive period care space. By emphasizing Sequel’s groundbreaking product and demystifying the stigma around menstruation, I developed email flows that resonated with athletes and active young women.
Key Contributions:
Competitor Analysis: Conducted a 2-week deep dive into period care start-ups, identifying industry standards and gaps in messaging.
Welcome Series Creation: Designed and implemented a storytelling-focused welcome series to introduce new subscribers to Sequel’s mission and product benefits/differentiation.
Bold Brand Positioning: Emphasized Sequel’s role as a disruptor with messaging that demystified period stigma and showcased the long-overdue need for a menstruator-designed tampon.
Audience Targeting: Segmented email lists to personalize content for engaged and potential customers, driving higher engagement and trust.
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To support Sequel’s bold brand identity, I designed emails that reflect the product’s innovation and disruptiveness in the tampon industry.
Key Highlights:
Bold Visuals: Strong imagery of female athletes paired with direct copy like “A Tampon That Actually Works” to capture attention and connect with active women.
Straightforward Messaging: Clear, no-nonsense language to break down period stigmas and emphasize the product’s athlete-engineered redesign.
Educational Focus: Playful yet informative content, such as the history of the tampon, establishes Sequel as both relatable and revolutionary.
Action-Oriented CTAs: Consistent, product-focused CTAs ("Explore Our Tampon," "15% Off") to drive engagement and conversions.
By seamlessly integrating the strategy into these elements, I ensured that the design and content reinforced Sequel’s mission while encouraging action from new subscribers.
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I launched Sequel’s email and SMS welcome flows with a 15% off sign-up enticement, informed by competitor analysis and industry best practices. By pushing their 2,000 waitlisters into the flow and running targeted campaign emails, we achieved Sequel’s highest sales month in company history—surpassing previous revenue by 200%. Additionally, I improved click-through rates by 80% through more on-brand design and compelling visuals.
This strategy set the stage for long-term growth by creating a powerful first impression, building customer trust, and driving engagement—key elements for sustained success in the e-commerce space.
Social Media Management
I spearheaded Sequel’s social media efforts, starting with no existing product photography or on-brand content. By creatively reworking existing assets and implementing a strategic testing process, I built a strong foundation for brand awareness and engagement across platforms.
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My strategy focused on testing different content types and tones, using $50-$250 boosts to track performance and audience resonance. This data-driven approach allowed us to refine our messaging and content style, steadily improving brand visibility and engagement.
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With limited resources, I reworked existing visuals through creative editing and graphic design, aligning them with the brand’s identity. I also developed detailed audience personas to guide content creation, ensuring that posts resonated with the right demographics and reflected the brand’s values.
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I used paid media testing, boosting different post types to discover which content resonated best with our audience. Each post was strategically tested with a small budget to track engagement and gather insights, which helped us optimize for both static and video content.
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The strategic foundation I built enabled Sequel to achieve consistent audience growth and engagement over time. By integrating ongoing testing, audience insights, and brand-focused design, I created a sustainable social media strategy. This framework not only strengthened immediate campaign results but also set Sequel up for long-term brand recognition and loyalty.
Content Sourcing
To scale content creation, I sourced micro-influencer content and updated photography through platforms like Trend.io and Cipio. Detailed creator briefs aligned influencers with our brand’s voice and audience personas, producing on-trend videos for Reels/TikTok that underwent 2-3 rounds of edits.
Content Calendar
Using Notion, I organized and executed content calendars, campaign mapping, and long-term marketing strategies, covering social, email, and paid media. The screen capture highlights how I structured everything for easy tracking and collaboration, ensuring that each campaign was aligned with KPIs and efficiently managed from concept to execution.
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I create detailed monthly content calendars using Notion that strategically plan all social media and email campaigns. This calendar serves as a living document, organizing key dates, themes, and assets to ensure content consistency and relevance. Each piece of content is aligned with the brand’s goals and planned with the flexibility to adjust based on performance or last-minute opportunities.
Why It’s Important:
A well-organized content calendar ensures consistent brand messaging and allows for seamless coordination between social and email campaigns. It also helps anticipate workload, ensures timely execution, and maintains alignment with business objectives. My expert use of Notion enables real-time updates and team collaboration, ensuring every campaign is on track and executed flawlessly. -
Using Notion’s project management capabilities, I mapped out robust and creative campaign ideas for the year, centered around important KPIs such as follower growth, sales goals, and subscriber growth. I tied campaigns to key events like sporting seasons and back-to-school periods, ensuring they capitalize on audience interests. For each campaign, I outlined goals, key deliverables, timelines, and expected outcomes, allowing for clear execution and measurable success.
Why It’s Important:
By planning ahead, I ensured that each campaign was not only timely but also strategically designed to meet key performance indicators (KPIs).This approach helped keep the team aligned and allowed for proactive adjustments when necessary. It also makes sure that efforts like investments, partnerships, and influencer campaigns are thoughtfully planned and fully integrated into the overall marketing strategy.
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In Notion, I build a comprehensive long-term marketing strategy that integrates email, social media, paid media, events, partnerships, and influencer marketing. This strategy includes budget allocations, setup plans, and goals for the first three months of each effort. I also define key revenue goals, establish important metrics to track, and assign responsibilities to ensure each initiative is executed smoothly.
Why It’s Important:
Having a cohesive, long-term marketing strategy allows for a holistic view of how different channels (email, social, paid media) work together to drive business growth. Budget planning, in particular, ensures that resources are allocated efficiently, while tracking revenue goals and metrics provides a clear measure of success.