I developed a modular content system for Herb Pharm’s Klaviyo campaigns designed to create a more intentional story and cadence across the month. Rather than treating each email as a one-off, I built a series of repeatable content pillars that could flex around seasonal themes, product priorities and the broader omnichannel calendar while still feeling cohesive as a customer journey.

The cadence is designed to lead with education and relevance before asking for the sale. Together, these emails help establish context, surface a need or problem, introduce the product or herbal solution naturally, and build familiarity over time. For subscribers who engage but do not convert, the sequence can then land with a more direct promotional offer or discount, creating a progression from education and trust-building to conversion rather than relying on promotion alone.

Each campaign can also be adapted to a specific audience segment, allowing the same monthly theme to become more relevant to different consumer needs and interests while keeping planning, design and production scalable.

Beyond the customer journey, the system created a more efficient internal workflow: giving the team a repeatable structure for planning, copy, design and approvals while reducing one-off creative production.

CONTENT PILLARS & AUDIENCE SEGMENTATION/ A library of repeatable content themes that can flex to any monthly campaign. Each pillar is adapted for specific audience interests, making the content more relevant and effective.

PROMOTIONAL CAMPAIGN / A conversion-focused campaign that closes the monthly story with a timely offer, giving engaged subscribers a clear reason to purchase.