Growth Marketing & Early Stage Execution
Roll-B Ear Swab
About
Roll-b is an early-stage consumer healthcare startup launching a safer and more effective ear cleaning swab to market. Working directly with the founder, I built the email marketing program from scratch and supported paid social content creation to drive awareness and acquisition.
Email Campaigns
Objective: Establish a foundational email program to drive early customer acquisition and retention for a new product entering the market.
Approach: With no existing email program in place, I planned out foundational lifecycle flows and wrote campaigns in Klaviyo to support acquisition, onboarding, and retention for a small early-stage list. I developed messaging tailored to early adopters and health-conscious consumers to drive product education and conversion.
Results: Achieved strong engagement metrics across a small early-stage list:
47.9% open rate — 74th percentile vs. Klaviyo benchmarks
5.29% click rate — 95th percentile vs. Klaviyo benchmarks
0.924% conversion rate — 95th percentile vs. Klaviyo benchmarks
Email Flows
Welcome Flow:
Trigger: Information entered into pop-up on website
Email #1: Welcome: introduction to brand + discount offer
Email #2: Triggered if discount offer not used. Discount reminder, expiring soon
Email #3: Triggered if discount offer not used after 2nd email. Discount reminder with bundle suggestion and additional product education information.
Abandoned Cart Flow:
Trigger: Cart abandoned
Email #1: Cart reminder to recover high-intent users who didn’t convert
Post-Purchase Flow:
Trigger: Purchase completed
Email #1: Thank you message + request for review
Email #2: Refill reminder about 30 days later, prompt to repurchase refill pack
Social Media Content
Objective: Generate awareness and educate consumers on a new product entering the market.
Approach: Created product education content for Meta stories and sponsored posts, including copy and visuals. Content focused on explaining how Roll-b works and differentiating it from traditional Q-tips to drive awareness among health-conscious consumers.