Made on
Tilda
A full-scope freelance engagement covering content strategy, social media production, and a 38-email lifecycle automation system — built from zero for a premium Australian supplement brand.
The brand had strong product credentials — patented ingredient at the published clinical dose, liquid format with ~95% absorption — but no systematic content strategy, no email flows beyond a basic transactional welcome, and no retention infrastructure.
| Attribute | Detail |
|---|---|
| Age / Income | 38–52 · Household AUD $120K–$200K · Professional, metro Australia |
| Research behaviour | Reads ingredient labels · Googles clinical studies · watches UGC reviews before buying |
| Pain point | Spent AUD $600–$1,200 on collagen with inconsistent results over 2 years |
| Fears | Wasting money again · label dressing · missing the perimenopause intervention window |
| Decision style | Rational first (clinical data) → emotional confirmation second (peer result) |
| Platforms | Instagram · Facebook groups · YouTube · Google · Health/longevity podcasts |
Content strategy and email automation were built in parallel — each informed by the same buyer persona and brand voice framework.
The primary buyer responds to evidence — not aspiration. Every piece of content and every email was designed around this: provide the right clinical information at the exact moment she needs it, and let the data close the sale.
Guiding principle: confident, science-backed, and quietly bold — like a knowledgeable friend who has done their research and is not afraid to call out the industry for cutting corners.
| Dimension | Direction | Forbidden |
|---|---|---|
| Tone | Confident, direct, clinical — warm but not gushing | "Miracle", "magic", "anti-aging" |
| Language | Uses 'you' throughout · speaks to her as a peer | Generic wellness buzzwords |
| Evidence | Cite the study, the dose, the mechanism — not the feeling | Vague timelines without clinical backing |
| Visuals | Real customers · before/after with context · product photography | Stock imagery |
| Formatting | Max 2 emojis · no all-caps · numbers over adjectives | Excessive bolding · all-caps |
14 posts per week across 5 platforms · Business Mon–Tue · Expertise Wed–Thu · Engagement Fri–Sun
Funnel ratio: 7 pain · 7 solutions · 8 expertise · 8 conversion. Most brands invert this and wonder why their sell posts underperform.
"You've been taking collagen for 3 months. Your skin looks exactly the same."
"She'd tried four brands. Week 6 on ours, her dermatologist noticed the difference."
"Not all marine collagen is the patented peptide. Here's why that matters clinically."
"30 days. If you don't see a measurable difference, we'll refund you — no forms."
Built around one core insight: Persona 1 drops out at week 3 and advocates at week 8. Everything in between is designed to get her from one to the other.
| Sequence | Trigger | Emails | Primary Goal |
|---|---|---|---|
| Onboarding E1–E9 | Purchase confirmed | 9 | 12-week protocol · prevent 67% week-3 dropout Clinical timeline emails timed to absorption milestones |
| Anti-churn A/B/C | Negative reply to E5 | 3 branches | Diagnose and save at highest-risk churn moment Personalised save path based on reply sentiment |
| SMS Checkpoints | Day 28 + Day 56 | 2 + 5 kw | Clinical milestones · SHARE / REVIEW / WEEK12 keyword automations |
| Referral RF1–RF5 | SHARE keyword fires | 5 | Convert social proof into a new customer in 14 days 12–18% conversion vs 2–4% cold |
| Retargeting A–D | Activity signals (x4) | 12 | Re-engage page visits, cart abandons, email clicks, and 30-day cold leads |
| Churn Save CS1–CS2 | Cancel-intent click | 2 | Intercept before cancellation · offer pause (skip 1–2 months) |
| Cross-sell XS1–XS3 | Day 35 · single product | 3 | Introduce second product at peak trust window 3–5× cold acquisition rate |
| Win-back WB1–WB3 | Post-cancel + result tag | 3 | Re-engage confirmed-result cancellations ~20% reactivation rate |
| No-result NR1–NR3 | Cancelled + no result tag | 3 | Diagnose protocol failure · prevent negative reviews · offer protocol fix |
The onboarding sequence spans 60 days across 9 emails. Its primary function is not selling — it is preventing the 67% week-3 dropout that characterises the supplement category.
E5 intercepts the 67% dropout window using the customer's own poll data as the hook, and routes replies into 3 personalised save branches: Path A (no difference → diagnose dosing), Path B (expected sooner → correct timeline, offer 2 free weeks), Path C (wrong product → symptom check, swap at no charge). Cost of 2-week extension: ~AUD $30. LTV of retained subscriber: AUD $1,140/year. Path B extension offer converts ~35% of replies back to active protocol.
60s+ on product page, no add to cart. Three emails: 2h · Day 3 · Day 7.
3 emailsAdded to cart, no checkout. Leads with the guarantee within 1 hour.
3 emails · 1h · Day 2 · Day 5Opened & clicked, no purchase. Dynamic content blocks in Klaviyo — 3 variants mapped to exact topic clicked.
3 emails · 24h · Day 5 · Day 1230+ days no open or site visit. New clinical industry data — not a promotional reminder.
3 emails · Day 30 · 37 · 45All E5 replies are flagged for human review within 4 hours and routed into one of three branches. This is the highest-conversion intervention in the system.
Diagnose: dosing consistent? Cortisol load high? Send Branch A email. 48h no reply → week 4 preview.
Acknowledge expectation gap. Correct timeline with clinical data. Offer 2 free weeks if they continue.
3 symptom questions to confirm product fit. Swap at no charge → triggers new E1 tagged 'product-swap'.
Four conditions govern every flow — must be configured before any sequence goes live.
Exit all retargeting + win-back flows immediately → enrol in E1 onboarding
Pause entire main sequence → route to human helpdesk · do not re-trigger automation
Reset E1 day counter to 0 with new product tag · flag as product-swap for extra week-3 touch
Remove from all lists immediately · no re-confirmation emails sent
Whether you need a complete lifecycle email system, a social media content engine, or both — I build marketing infrastructure that compounds over time, not campaigns that stop when the budget does.
Instagram carousel · Reels scripts · Stories sequence
Instagram Carousel — 'Clinical Proof' 5-Slide
Leads with a consumer frustration hook, delivers the clinical argument across slides 2–4, and closes with a risk-free CTA. Designed to maximise saves — a key algorithmic signal on Instagram.
Save-optimised · caption leads with 63% stat · 15 hashtags — niche + broad mix
Stories Poll Sequence — 3-Slide, 48-Hour Loop
Reels & Shorts — 3-Scenario Script System
Three scripts built around distinct entry angles — each a 17-second arc: 2-sec hook → 15-sec clinical insight → 3-sec CTA. Batch-shootable in one 90-minute session.