For DTC brands at $5–25M in revenue paying premium CAC and watching most new subscribers leave without buying. Strategy first, then copy, then measurement.
The brand had a thriving paid acquisition channel — but their welcome sequence was killing conversion. First-purchase rate sat at 2% of new subscribers. They were paying premium CAC to fill the funnel and watching the majority leave without ever buying.
First-purchase conversion lifted from 2.0% to 5.5% within 30 days of launch. The number held at or above 5.5% for 8 consecutive months without further changes — meaning the lift came from structural design, not novelty or seasonality.
For most DTC brands, the welcome sequence is the highest-leverage email asset they own. A well-rebuilt one typically pays for itself within the first month.
I'm a conversion copywriter with a Harvard background in behavioral neuroscience — which is a long way of saying I study how people actually make decisions, and I build email programs around what the research says works.
Based in Austin. I work with a handful of DTC brands at a time, mostly on welcome flows, post-purchase sequences, and full email lifecycle rebuilds.