Mochi Health
Owning the email lifecycle end-to-end, growing subscriptions and daily active users.
Becoming the voice of Mochi Health
At Mochi Health, I owned our entire email lifecycle and product marketing channels. That meant everything from acquisition flows to retention campaigns, transactional messaging, and a weekly newsletter series — designed, written, tested, and shipped.
The results compounded quickly. Subscription rates grew 250%. The app reached 85K+ daily active users. The newsletter I piloted lifted generic-medication revenue by 50%.
An email redesign that kept evolving
What started as a single email refresh became a full redesign system. Each campaign iterated on the last — tightening the visual language, improving mobile rendering, and pushing the components further. By the end, every touchpoint from onboarding drips to win-back flows had been rebuilt from scratch.
Every email was built to be fully responsive — layouts that restack on mobile, fluid type, and touch-friendly CTAs. I also tailored each send by segment: new subscribers got a warmer onboarding tone, high-intent members saw more clinical product framing, and lapsed users received a stripped-back re-engagement series tuned to their drop-off point.
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The weekly newsletter that moved the revenue needle
I piloted a weekly newsletter series specifically around generic medication options — a high-intent moment for Mochi's members. The format was editorial: curated, readable, and respectful of the reader's time. It became the highest-performing revenue channel in its category within three months.
How I worked
- Mapped the lifecycle — audited existing sends, found gaps and cannibalisation, rebuilt a sequencing strategy from scratch.
- Designed in system — found creative solutions to designing captivating emails within the EMS product.
- Wrote the copy — every send, every subject line, every preheader. Mochi's voice is warm and clinical; I matched it and kept it consistent.
- Tested relentlessly — A/B tests on subject lines, send times, CTA copy, and layout structure. Iterated on what moved the numbers.