Our McAfee lifecycle emails for trial customers had been tested into oblivion. The result? A repetitive, conversion-chasing experience that didn’t serve the user or the brand. It was time for a reset.

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I led the messaging strategy from the ground up: rewriting the full journey, rethinking our goals, and collaborating with design to create a fresh look that prioritized education over hard sells. We swapped urgency for empathy, and it paid off: after rigorous testing, the revamped journey delivered a 104% lift in conversion.

 

Turns out, when you write for the customer instead of at them, they respond.