This project shows a simple truth.

A clear voice and a steady posting habit can turn one idea into a loyal, happy community. Good writing is its own way to grow.

• Client: Wellness Notes
• Date: March 2023
• Services: Content Strategy, Writing, Long Essays, Short Notes
• Platform: Substack
• Duration: 3 Years (Ongoing)
• Budget: $1,500 (Starting Retainer)

The Problem

Wellness Notes began as an idea, not a real publication. The space was full of the same old wellness tips. People scroll past that kind of post and feel nothing. There was no clear voice. There was no set rhythm. There was no real reason to subscribe and stay.

The hard part was not the writing. The hard part was building something with a heartbeat. We needed a brand that felt calm, not preachy. It had to grow without chasing trends or yelling for attention.

What We Did

Most content projects start with output. We started with identity.

We built the brand around one clear promise. It would be a space for calm. Small daily moments would turn into lessons in balance, rest, and renewal. Then we made every post live up to that promise.

We built a voice you could spot blindfolded.

• Short sentences with space around them. They read at a slow, calm pace that fits the topic.
• A warm tone that speaks to the reader, not down to the reader.
• Gentle reframes, not harsh advice. Smart, but never cold or clinical.

We built a two-part content engine.

• Long essays that take a common feeling and flip it. One good example is “The Quiet Pressure of Always Trying to Catch Up.” It splits progress from peace.
• Short daily notes that are easy to share. Think three daily wins, simple boundaries, and “observe, do not absorb.” These keep the feed alive between essays.
• Tight posts that take one to three minutes to read. That fits how people really read online.

We turned a pile of posts into one clear brand.

• We tied every post to a few core themes. Slow down. Know yourself. Set boundaries. Find peace in the moment.
• We kept a steady pace, so readers always had a reason to come back.

The Results

• Audience: We grew to 3,200+ subscribers from zero.
• Engagement: Posts get real likes, comments, and restacks. This is a true community, not passive views. Top notes average 150 to 250 likes each.
• Top posts: Some notes reached 240+ likes and dozens of restacks.
• Brand: One clear voice runs through every essay and every note.

The numbers are nice. But the real win is the bond with readers. People now open, read, and reply. They treat each post as a small daily ritual. They do not just scroll past it.

We did not just write posts.

We built a brand with a voice that stands out in a very crowded space.

And we gave it a base that is steady enough to keep growing.

This project shows how a clear brand voice, the right content mix, and consistent publishing can turn a quiet wellness newsletter into a loyal, fast-growing community that actually engages.

• Client Therapist Notes
• Date 15 June 2024
• Services Content Strategy, Copywriting, Brand Voice, Audience Growth
• Duration 24 Months
• Budget $1,000

The Problem:

Therapist Notes is a mental health newsletter built for people who, in its own words, “think too much and feel too deeply.” The ideas were strong and the heart was there, but the publication was sitting in one of the most crowded corners of the internet, wellness and self-help. Everybody and their cousin has a “heal yourself” account.

The challenge wasn’t writing good stuff. It was standing out, sounding different, and getting people to actually stick around instead of liking one post and disappearing.

What We Did:

Most people in this space write like a motivational poster. We went the other way.

We built a voice that feels like a quiet conversation with someone who genuinely gets it. Calm, second-person, no judgment, no preaching. Then we built a content system around it:

• Created a repeatable essay formula that names a hidden emotional pattern, explains where it comes from with real compassion, and ends on a question that pulls the reader inward instead of bossing them around. Pieces like “You Learned to Hide Your Needs So Well That People Stopped Looking” and “The Quiet Reason You Keep Accepting Less Than You Need” came out of this framework.
• Ran a two-format strategy: long-form essays (3 to 8 minute reads) to build depth and trust, plus short, punchy Notes to drive discovery and get shared. The short Notes do the reaching, and the essays do the keeping.
• Locked in a consistent publishing rhythm so the audience always had something new and knew what to expect.
• Focused every post on one specific, relatable feeling like people-pleasing, burnout, silent resentment, or overstimulation, so readers constantly felt seen and tagged their friends.

The Results:

• Grew the publication past 11,000 subscribers
• Built a genuinely engaged community. Long essays regularly pull dozens of likes, restacks, and real comment threads, while short Notes routinely clear 100+ reactions
• High restack and share rates, meaning readers don’t just read it, they pass it on
• A distinct, ownable brand voice that stands apart in an extremely crowded niche

The Real Win:

The numbers are nice, but the real win is the relationship. People don’t just open these emails. They reply, they comment, they share them with the exact friend who needs to hear it. That kind of trust is what makes a newsletter survive long-term, and it’s the thing money can’t buy fast. Therapist Notes went from “another wellness account” to a voice people actually look forward to hearing from.

A gluten-free snack brand migrated platforms and saw a 12% revenue increase in 30 days, with a 55% open rate on the lead nurture flow and 43% on abandoned cart.

Key Results

Background

PureBite Co. produces gluten-free snack bars, co-founded by two brothers.

When Elliott reached out to me, they were running MailChimp. They had fine for basic sends, but not built for the revenue-driven automation a growing brand actually needs.

One thing that made this project stand out was that the I found PureBite on a grocery store shelf before the engagement even started, bought it, and tried it. Loved it.

When the product genuinely delivers, email marketing becomes a lot easier to write.

Klaviyo Flow Performance

These are the actual Klaviyo stats from the flows after migration. The abandoned cart numbers alone show exactly how much the client was leaving on the table with MailChimp: a 43% open rate and 14% CTR is well above industry average for any ecommerce flow.

Abandoned Cart vs Lead Nurture – Stats Comparison

Abandoned Cart Flow: 43% open rate – 14% CTR

Lead Nurture Flow: 55% open rate – 21% CTR

What Made It Work

1. The Right Platform: Klaviyo gave the segmentation, automation, and analytics muscle that MailChimp simply doesn’t have at this level for ecommerce. The migration itself unlocked capabilities that weren’t possible before.
2. A Methodical Plan: Every step was mapped before execution started. No guesswork, no pivoting mid-project, a structured approach run through to completion.
3. Two-Way Accountability: The consultant didn’t just build the strategy and hand it over. He held the client accountable to following it too. That shared ownership is what gets results across the finish line.

The Takeaway:

Revenue was up 12% within the first 30 days. For a CPG brand selling through grocery and online, that kind of email-driven lift in a single month shows exactly what switching to the right platform — and running it properly — can do.

Results Summary

Client Testimonial

“Very methodical and good at what he does. He lays out a plan and sticks to it. But most importantly he makes you stick to the plan as well. His dedication and commitment to making this project work really stood out.”

In 12 months with 10 automations built in the first three months, we achieved $700,361 in attributable email revenue – 59% from flows, 41% from campaigns.

Key Results

Klaviyo Dashboard: Annual Revenue Overview

The screenshot below is the full-year Klaviyo summary for this client. Flows doing the heavy lifting at 59%, campaigns supporting consistently throughout the year.

Klaviyo annual revenue, $700,361 total, flows 59%, campaigns 41%

Revenue Breakdown — Flows vs Campaigns

Flow revenue attribution: $413,838 across automated sequences

Campaign revenue: $286,523 from 12 months of consistent sends

Flow Architecture

In the first 3 months into the project, we built 10 automations, covering every stage of the customer lifecycle from welcome through to win-back. Once built, they ran 24/7 without any manual effort.

Reporting & Analytics Dashboard

Every decision was backed by data from Klaviyo, Google Analytics, Shopify, and custom dashboards. Weekly and monthly reports kept the client aligned at every stage.

Reporting dashboard used for regular client performance updates

Full Strategy Breakdown

1. Opt-ins & List Building: Lead magnets, landing pages, and on-site capture forms to grow a clean, engaged list before anything else went live.
2. Segmentation: List split by behaviour, purchase history, and interests so every send reached the right person at the right time.
3. Email Design: Mobile-first templates, brand-consistent, built to drive clicks, not just opens.
4. Content Creation: Storytelling, education, promotions, and time-limited offer. A full content mix that keeps subscribers engaged month after month.
5. 10 Automations: All configured within the first 3 months and running 24/7 across the entire customer lifecycle from day one.
6. A/B Testing & Analytics: Continuous subject line, copy, and CTA testing, tracked via Klaviyo, Google Analytics, Shopify, and custom dashboards.

The Takeaway: Flows generated 59% of revenue without a single manual send. That’s what building the automation infrastructure right from the start actually looks like. Campaigns added the other 41%, keeping the brand front of mind all year without the list going cold.

Results Summary

In a single month with one focused execution, Klaviyo’s share of total revenue nearly doubled – from 12% in December to 23% within 30 days.

Key Metrics

Background

The client was an ecommerce brand focused on customer retention.

When I stepped in, Klaviyo was contributing around 12% of total store revenue. One month after the new strategy launched, that number climbed to 23%, nearly doubling email’s contribution to the business.

The $34,000+ total in that single month tells the rest of the story.

Klaviyo Dashboard – 30-Day Results

The screenshot below is from the client’s actual Klaviyo account at the close of the 30-day period.

Flows and campaigns running together, each pulling its weight.

The 6-Step Process

As usual, I carried out my 6-step Klaviyo growth process.

1. Full Klaviyo Account Audit: Every flow, campaign, segment, and benchmark already in place was reviewed. You can’t improve what you haven’t measured properly.
2. Gap & Opportunity Mapping: The audit flagged room for more split testing inside existing flows and uncovered 5 new flows that hadn’t been built yet, all leaving revenue behind.
3. Revised Campaign Calendar: Shifted to 2–3 sends per week with a full month planned in advance. A/B testing on subject lines was built in from day one.
4. Segmentation Overhaul: A new hyper-engaged segment was created, high-intent subscribers who tolerate higher send frequency without bouncing off the list.
5. Strategy Deployment: Executed using my proven ClickUp marketing template already refined across multiple e-commerce clients.
6. Execution: Right designs, right messaging, right segmentation, right split tests – all firing together. And as you know, execution is where results actually happen.

A/B Testing – Subject Line Open Rates

Subject line testing was live across every campaign. The screenshot below captures open rate performance across the A/B splits.

This is the data that usually shapes what you write next month.

Key Insight: It’s all about execution, getting the right designs, messaging, segmentation, and split tests firing together. The strategy matters, but what you actually do with it matters more. And that’s the whole point of split testing.

Results Summary

In 2 months, the brand re-engaged potential customers and started selling big – built from zero email infrastructure on Klaviyo and Shopify.

Key Results

The Challenge

This client came in with almost no email marketing in place. And I mean no flows, no segmentation, not even a strategyy.

The Shopify store was sitting on untapped subscriber data.

So after conducting analysis thoroughly, we found out that just 3 core things needed fixing before anything else could happen:

• No foundational flows – zero automated engagement with subscribers
• No audience segmentation – everyone was getting the same message
• No data-driven campaigns – sends were ad hoc with no performance tracking

The Strategy

So we integrated Klaviyo with Shopify and an entire email system was built from scratch.

• Pop-up forms to capture emails
• Segmented lists for targeted messaging
• Seven automated flows covering every stage of the customer lifecycle.

Then, once the flows were producing results, 6 monthly campaigns were added on top to keep revenue consistent.

The flows built were:

• Welcome
• Abandoned Checkout
• Abandoned Cart
• Browse Abandonment
• Post-Purchase
• Sunset
• Win-Back

Pop-Up Opt-in Form

Since this is the list-building engine, we unleashed a well-designed pop-up that was hitting 6.5% on desktop and 5.9% on mobile in sign up rates.

We made sure we have a solid number before a single email goes out. Although initially it was doing about 4.5%, we optimized and split tested to hit our acceptable number.

Welcome Flow: $14,500 / Month

The welcome flow has three emails over 4 days.

Every new subscriber gets a sequence that introduces the brand, addresses common objections, and gives people a reason to buy. At $7.90 revenue per recipient, this single flow pays for itself over and over.

Abandoned Checkout Flow – $2,400 / Month

We all know that abandoned checkouts are where the hottest prospects reside. These are shoppers who got all the way to checkout and left, so we did our best work on this flow.

3 emails over four days (the best sequence for this flow), each nudging them back with increasing urgency.

$7.03 per recipient.

This flow alone could justify the entire email setup.

Browse Abandonment Flow — $1,100 / Month

Two emails triggered when someone browses products but adds nothing to cart. First fires at 2 hours, second at 2 days. Lower-intent audience, but $1.21 per recipient adds up to $1,100 every month running on full autopilot.

Abandoned Cart Flow — $667 in First 4 Days

Cart abandoners who didn’t reach checkout. The flow launched and pulled in $667.90 in its first four days — $6.24 per recipient. A strong early signal for a flow that only improves with time and testing.

Campaign Performance

As for the campaigns, we’ve got like 6 campaigns/month running alongside the flows.

These are a mix of proven formats and fresh experiments. Each campaign averaged ~$600 in revenue, not counting promotional or sale-day spikes.

Client Testimonial

“Simon and his team delivered weekly reports showing exactly what was invested and what came back from it. Transparency from day one.”

Jason – COO, StridePets
★★★★★