Email marketing
Teaching business owners the art of storytelling
Date: January 2025
For: Pip Decks
Audience: small business owners and consultants (B2B)
Goal: brand engagement, product sales
These emails ended up making about £10k each from an audience of just 50k. The audience segment had shown interest but were not committed. Offering genuine value with a gentle CTA persuaded them to buy a premium product. I had a lot of fun playing with Pip Decks’ dry, irreverent tone of voice and A/B testing subject line styles!
Friendly customer onboarding
Date: May 2023
For: Atom Learning
Audience: parents (B2C)
Goal: customer retention, brand sentiment
This onboarding flow was a missed opportunity to engage and retain customers. The emails were abrupt, unclear and a bit cold. I rewrote them to create a journey that would make new customers feel welcome. With a consistent, warm tone and clear instructions, customers know they’re in safe hands.
Email 1 – before
Email 1 – after (click for big)
Email 2 – before
Email 2 – after (click for big)
Email 3 – before
Email 3 – after (click for big)