The Scope

Client: Soapy Faith

Services: Email Marketing Strategy, Deliverability Management, List Cleaning, Lifecycle Flow Optimization, Campaign Strategy, Copywriting, Creative Direction, Graphic Design, SMS Marketing.

Tools: Klaviyo, Photoshop, Illustrator, Shopify, Google Analytics

Timeline: 2024 - Present

Project Snapshot

  • The brand needed strategic intervention across core areas:

    • A bloated email list (~100k) filled with bots + fakes damaging deliverability

    • Poor segmentation due to inflated subscriber counts

    • Existing flows that were underperforming and visually outdated

    • Low engagement + inaccurate reporting

    • Limited ability to convert because only a fraction of subscribers were real buyers

    • A need to rebuild trust and nurture actual customers

  • Deliverability + List Cleanup

    • Identified and removed bot + spam profiles to restore list health

    • Rebuilt segmentation to target real customers with buyer intent

    • Improved inbox placement by eliminating harmful subscriber profiles

    Lifecycle Flow Optimization

    • Edited and restructured Welcome, Abandoned Cart, Browse, and Post-Purchase flows

    • Improved visual design, messaging, and brand storytelling

    • Added segmentation logic to personalize the customer journey

    Campaign Strategy + Creative Direction

    • Developed consistent monthly campaign strategy

    • Wrote email copy focused on product benefits + seasonal relevance

    • Designed updated email layouts for clarity and conversion

    Reporting + Data Analysis

    • Provided weekly insight on trends, deliverability, open rates, revenue attribution, and engagement

    • Optimized campaign cadence based on performance trends

      • Restored email deliverability and engagement after years of list damage

      • Strengthened customer trust with improved messaging and creative

      • Built a cleaner, healthier list that drives real revenue — not inflated vanity metrics

      • Created lifecycle flows that nurture, re-engage, and convert effectively

      • Set the foundation for sustainable, long-term retention

    • 36.4% increase in flow conversion value after optimizing all core automations

    • 50% increase in open rates after list cleanup + segmentation overhaul

    • 35% increase in email-attributed revenue year-over-year

    • Successfully cleaned a 100k+ subscriber list, removing bots and restoring deliverability

    • Improved overall campaign performance by targeting real, high-intent customers

Soapy Faith came into 2024 with a list of over 100,000 subscribers — but much of it consisted of bots, spam traps, and unengaged profiles, resulting in poor deliverability, low engagement, and unreliable analytics. Over the last year, I rebuilt their email marketing ecosystem from the ground up by cleaning their list, re-optimizing flows, strengthening segmentation, and improving creative + messaging to reach real, engaged customers.

Visual Highlights