Intake Breathing
(Sept. 2025 – Oct. 2025)
DTC subscription brand offering a reusable magnetic nasal strip targeting sleep quality and athletic performance
Senior Manager of Lifecycle Marketing
Rebuilt lifecycle email journeys across post-purchase, subscription reminders, cart recovery, and referrals while improving segmentation, timing, personalization, copy, and visual design.
Subscription Retention
The original subscription reminder was mostly text beneath the Intake Breathing logo, simply telling customers they would be charged soon without much additional context.
The redesign reframed the message as a benefits-forward retention touchpoint, pairing a clear five-day renewal notice with direct care, one-on-one video coaching, progress toward a custom nasal band, and easy account management.
Together, the redesigned reminder and personalized post-purchase series reduced subscriber churn by 35%.
Post-Purchase Journey
Rebuilt the post-purchase flow as a five-email journey spanning shipment updates, setup, benefits education, relevant upsells, and review.
The shipment email was customized based on order contents, while responses to a four-question survey influenced subsequent emails in the journey, including general, sleep, and sports benefits-reinforcement messages.
First-name personalization, mobile optimization, and recurring quick access to customer care made the series more useful after the sale than the original series.
Original Version
Rebuilt Journey
Abandoned Cart Recovery
Built a two-email recovery flow that progressed from reassurance to urgency. The one-hour follow-up resurfaced the product left in the cart and reinforced customer proof and the 90-day guarantee. The one-day follow-up added product education and a 24-hour, 10% offer with a direct route back to the cart.
Referral Program
Expanded the original single-message reminder into a two-step referral journey. The first email explained the 15% friend offer and customer reward, then supplied conversation starters and a five-second breathing test to make sharing easier.
The second delivered the personal referral link after customers joined through the CTA in Email 1, with direct sharing options for X and Facebook while carrying the same product education through.
