Scope & Deliverables:

• Email and SMS revenue + engagement goals and KPI framework

• Subscriber segmentation architecture (behavioral, purchase, and engagement-based)

• Content pillar system (Product, Community, Education, Promotions)

• Testing matrix and optimization roadmap

• Voice and tone guidelines (“The Gut Voice”)

• Copy guardrails aligned with FDA compliance requirements

Design Intent:

The intent was to design a cohesive communication ecosystem where messaging, cadence, segmentation, and visual hierarchy worked together as an integrated system. Rather than treating campaigns as isolated sends, the framework structured owned channels as consistent brand environments—balancing revenue generation with community-building and education.

Clear content pillars and voice principles ensured that every touchpoint reinforced Health-Ade’s identity while remaining legally compliant and performance-oriented.

Technical Highlights

• KPI-driven framework shifting focus from open rates to action-based metrics

• Detailed behavioral and lifecycle segmentation model

• Structured A/B testing variables (subject lines, layout, CTA placement, offers, send time)

• Integrated referral and rewards system strategy

• Codified voice system (“Candid, Bold, Offbeat”) with clear copy guardrails