CASE STUDY: A Leadership Consultant
Most service-based brands struggle to do email marketing effectively for a few reasons:
• They don’t want to be gimmicky
• There are too many bells & whistles
• They just don’t know where to begin
It boils down to one big problem → There’s a lot of advice on the internet for e-commerce brands, but not for people who live and die by their service offerings.
People like you and I. People like Tracy.
THE PROBLEM
Tracy Pruzan-Roy is a very successful leadership consultant. She helps to shorten the learning curve for emerging leaders with her 1:1 monthly coaching.
Her business was built primarily on referrals, and she wanted to change that.
You know — not leave all her eggs in one basket!
——
In January 2023, she approached me about how email marketing might help her diversify her lead sources and add another stream of leads.
But she had NO CLUE where to begin with email marketing.
❌ She was afraid it would be too complicated.
❌ She felt paralyzed by all the “bells and whistles” that she’d heard about.
❌ She didn’t want to be gimmicky or “sales-y”. She just wanted to nurture leads and present timely, relevant offers.
She was active on LinkedIn and had even gotten a few clients there. But she had no plan to get propsects OFF of social media and nurture them properly in her own “ecosystem.”
Can you relate?
——
Instead of trying to learn all the bells and whistles of email marketing, I assured Tracy that a simple strategy would work well for her business for years to come.
THE SOLUTION
Tracy invested in an Email Marketing Roadmap with me.
She was capable of writing her own email copy, but she needed a strategy to follow.
So instead of prescribing her the latest email marketing “trend”, we dug deep into her business model to build a marketing strategy that would be relevant and effective until she retires.
A Roadmap strategy is built on the foundational pillars of your business:
• Your Ideal Clients
• Your Sales Process
• Your Offer Structure
• The Customer Journey
NOT the whims of trending hacks & tactics.
——
The Roadmap gave Tracy the 3 most crucial things she needed to get started with email marketing:
✅ A “big picture” email marketing strategy
✅ A starting point for implementation
✅ The confidence to go out & do it
——
Tracy’s high-level strategy (blurred out for proprietary purposes). By understanding the role that each email sequence plays in the bigger picture, Tracy is able to build & write email sequences confidently.
Tracy’s Roadmap was jam-packed with:
- A lead magnet title
- Welcome Sequence outline
- Notes for writing the rest of her sequences
Armed with a cohesive strategy and a clear starting point, Tracy started to confidently build out her lead magnet and welcome sequence.
Email marketing began to feel a whole lot less intimidating for her.
THE OUTCOME
Within weeks of our Roadmap project, Tracy had:
Launched a new workshop
Relaunched her newsletter
Built a valuable lead magnet
Written a welcome sequence
She now had a strategy in place for interested prospects who found her on LinkedIn or any other online channel.
Now, Tracy has a plan to attract new prospects, lead them to her offering, and continue to nurture them long after they work with her (or until they do!).
Most importantly, she’s getting her most interested browsers OFF of social media platforms and into her own email ecosystem.
THE RESULTS
Within ONE MONTH of implementing her new strategy:
✅ Tracy closed a $4k client from her Welcome Sequence — effectively doubling her return on investment.
✅ Her new lead magnet has added 13 new prospects to her mailing list.
✅ Email doesn’t feel scary anymore, and she’s using it to grow her business…without being gimmicky!
FINAL WORDS
Email marketing doesn’t have to feel complicated.
And you don’t have to sell your soul succeed with it.
The truth is, like Tracy, you just need the right direction.
If you want to build an email strategy that focuses on:
👉 Earning Trust
👉 Leading with Value
👉 Staying Top of Mind
👉 Positioning your Offer Properly
I can help.
Let’s get your Email Marketing Roadmap on the books, so you can start growing your business effectively AND ethically with email.
