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, I led lifecycle marketing strategy for a mental health platform, focusing on improving engagement, conversion, and overall channel efficiency through segmentation, personalization, and continuous optimization.

The Challenge:

1. Low engagement and conversion across email and lifecycle channels

2. Over-reliance on broad, non-personalized messaging

3. Limited use of behavioral data to inform targeting and content

4. Need to improve marketing efficiency and ROI within existing channels

Strategy:

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

1. Segmentation and personalization
Shifted from broad messaging to behavior-based segmentation to increase relevance.

2. Data-driven experimentation
Implemented A/B testing across messaging, timing, and content to continuously improve performance.

3. Funnel alignment
Mapped lifecycle communications to user intent and stage in the journey.

4. Performance visibility
Built reporting frameworks to track engagement, conversion, and campaign effectiveness.

Execution:

1. Masterful Segmentation

   Developed and implemented advanced audience segmentation using behavioral data

2. Optimal Testing

   Designed and executed A/B tests across subject lines, messaging, and timing

3. Custom Lifecycle Journeys

   Built personalized lifecycle journeys tailored to user needs and engagement level

4. Expert Strategy

   Optimized campaign cadence and content strategy based on performance insights

5. Assess ROI

   Reallocated budget toward highest-performing initiatives

Strategic Perspective

Lifecycle marketing is one of the highest-leverage growth channels—particularly in healthcare, where trust and timing are critical. The key is aligning messaging to user intent and stage, using behavioral data to deliver the right experience at the right moment. Small improvements in personalization and timing compound quickly into meaningful gains in both engagement and conversion.

Key Insight:

Lifecycle marketing is one of the most efficient levers for growth—when messaging is aligned to user intent and delivered at the right moment, even incremental improvements can drive significant gains in both engagement and conversions.