CASE STUDY 02 Choosing Therapy

Built a Lifecycle Growth Engine That Increased Engagement by 44% and Conversions by 55% at Choosing Therapy

Role: Senior Email Marketing Manager

Overview:

At Choosing Therapy, a mental health platform, I led lifecycle marketing strategy with ownership over engagement, conversion, and channel performance.

My focus was on improving lifecycle efficiency through segmentation, personalization, and continuous optimization, transforming lifecycle into a more effective and scalable growth lever.

The Challenge:

• Low engagement and conversion across email and lifecycle channels, limiting their contribution to overall growth.

• Over-reliance on broad, non-personalized messaging, resulting in missed opportunities to connect with users in a relevant way.

• Limited use of behavioral data to inform targeting, segmentation, and content strategy.

• Need to improve marketing efficiency and ROI within existing channels without increasing spend.

Strategy:

To improve lifecycle performance, I focused on four key areas:

• Segmentation and personalization
  Shifted from broad messaging to behavior-based segmentation and dynamic personalization to increase relevance and drive higher engagement and conversion.

• Data-driven experimentation
  Established a structured testing roadmap across messaging, timing, and content to continuously improve performance and identify scalable wins.

• Funnel alignment
  Redesigned lifecycle journeys to align with user intent and stage in the funnel, ensuring communications were timely, relevant, and aligned to conversion moments.

• Performance visibility
  Built reporting frameworks and dashboards to track engagement, conversion, and campaign effectiveness, enabling more informed optimization and prioritization.

Execution:

To operationalize this strategy, I implemented structured lifecycle programs focused on personalization, testing, and continuous optimization.

• Advanced Segmentation
  Developed and implemented behavioral audience segmentation to deliver more relevant, targeted messaging across lifecycle channels.

• Structured Testing
  Designed and executed A/B testing across subject lines, messaging, and timing to improve engagement and conversion.

• Personalized Lifecycle Journeys
  Built and deployed lifecycle journeys tailored to user behavior, intent, and engagement level.

• Campaign Optimization
  Optimized campaign cadence and content strategy based on performance insights and testing results.

• ROI Optimization
  Reallocated the budget toward highest-performing initiatives to improve overall channel efficiency and return on investment.

Strategic Perspective

Lifecycle marketing is one of the highest-leverage growth channels, particularly in healthcare where trust and timing directly influence engagement and conversion.

The most effective strategies align messaging to user intent and stage, using behavioral data to deliver the right experience at the right moment.

When executed well, small improvements in personalization and timing compound into meaningful gains in both engagement and conversion.

Key Insight

Lifecycle marketing is one of the most efficient growth levers when messaging is aligned to user intent and delivered at the right moment. Even incremental improvements in personalization and timing can compound into meaningful gains in both engagement and conversion.