✦ Projects
Environmental Venture
Monthly Newsletters · Story-Led Emails · Analytics Reporting - Lead Magnet Funnel
Year
2022-2024
Service
Creative Director
Industry
Wellness
Client
NDA
Highlights
Beyond the first click… I design brand systems that nurture, resonate, and re-convert.
Growth doesn’t come from new traffic alone. It comes from deepening trust, reactivating interest, and building psychological proximity. I craft lifecycle experiences that speak to identity, not just inboxes — and that make buyers feel like believers.
Challenge:
Clients’ email list was underperforming — generic content, low engagement, and little strategic value.
Strategic Solution:
I reimagined email as an owned media channel, not a sales tool:
Created a content calendar aligned with brand moments (tree planting, eco-campaigns, Mother’s Month)
Designed high-retention newsletter themes (“Together We Grow”, “Plant One, Nourish Many”)
Balanced value + call-to-action in each issue
Performance Outcomes:
→ 531 emails sent with industry-smashing metrics:
• Open rate: 55% avg (+16% above industry)
• CTR: 5.2% (+36%)
• Unsub rate: only 0.40%
→ Positioned email as a community touchpoint, not just a sales lever
Lead Magnet Creation · Email Journey · Ad Integration
Challenge:
Cold traffic wasn’t converting. They needed a lead gen approach aligned with its ethical brand.
Strategic Solution:
I proposed and executed a “freebie-lead-offer” campaign using non-transactional incentives:
Offered digital wallpaper packs
Created a 30-day sustainability challenge sequence
Delivered downloadable eco-guides with CTA integration
Designed a 3–7-part email journey mapped to behavioral triggers
Results:
→ 63 leads captured from May performance testing
→ Funnel uplift potential: 1–2% → 5–7% conversion
→ Foundation laid for evergreen, values-aligned list building
Attribution + Funnel Engagement Mapping
Scope: Meta Ads → GA4 → Mailchimp → Purchase Journey
Challenge:
Client couldn’t connect dots between ads, clicks, and loyalty actions.
Solution:
I engineered an end-to-end funnel view:
Meta Ads drove 32,503 users
Google Analytics tracked 121,000+ campaign-related events
Mailchimp nurtured active subscribers with 60% open rate campaigns
Identified organic vs. referral engagement deltas (e.g. 68% engagement from organic search)
Impact:
→ Proved that retention is downstream of relevance
→ Gave clients clarity on full user journey, not just platform silos
→ Created reporting dashboards that told a cohesive customer story
