English Boost Club (EB Club) is an online English school on a subscription model built around one idea: you train your brain the same way you train your muscles — regularly, diversely, consciously. A monthly subscription gives members access to:

a calendar of 20+ speaking club formats (from Gen Z vocabulary workshops to business communication lectures),

a learning platform with pre-recorded courses and exercises,

a team of C2-certified mentors,

a member community chat,

24/7 support,

and monthly specials tied to the theme of the month.

I joined EB Club as Project Coordinator and Support Manager, owning client communication end-to-end across a team of 10. The challenge I inherited: a nearly 12,000-contact email database where only ~200 people were actively engaged, and client messaging running across seven disconnected tools with no shared record of what had been sent — causing confirmations and reminders to either duplicate across channels or disappear entirely.

I mapped the full customer journey across pre-purchase, purchase, and post-purchase phases, tracing every tool a contact's data passed through. This surfaced the root cause: no single system connected the tools used at each step, leading to repeated data entry and inconsistent messaging at almost every touchpoint.

Using the audit as a diagnostic, I restructured the database from a single undifferentiated list into targeted segments built around three questions: had they ever joined, how recently they had been contacted, and what topic had brought them here. Thirteen reusable segments were built on this logic — replacing one-size-fits-all sends with audience-specific targeting.

The existing lifecycle had six automated touchpoints already in place. I rewrote the full sequence for clarity and consistency, then designed a new four-touch re-engagement chain for the ~10,000 contacts the lifecycle had never reached

Waitlist confirmation: "You're on the list — here's what happens next"

Payment reminder: "Your spot is reserved — let's make it official"

Payment confirmation + onboarding: "You're in! Here's how to get started"

Event registration confirmation: "See you there — your event details inside"

Renewal reminder: "Your renewal is coming up"

Goodbye/churn: "We'll miss you — here's what's next"

Value-first (early in cycle): "Just checking in (no sales pitch, promise)."

Personalized topic suggestion (pre-sales period): "Business English is back this month! Thought of you 😉"

Reminder + incentive (during sales period): "Last call + a free mentor session"

Post-sales follow-up (after close): "Here's what happened this month (we missed you 😔)." / "Welcome back!"

The first segmented send — targeting a cold waitlist segment untouched for 3+ months — achieved a 97% delivery rate and 44% open rate, well above the 10–20% industry benchmark for re-engagement sends to cold audiences. The redesigned lifecycle and re-engagement chain were fully scoped and handed off as the implementation roadmap for the next phase.

The strategy, segmentation logic, and lifecycle redesign in this case study reflect real work completed for a client. To protect their identity while making the work visible, I created English Boost Club (EB Club) as a fictional brand — including the name, visual identity, and all email copy shown in the mockups. The brand name, design system, and English-language email copy are original work created specifically for this portfolio presentation. The underlying data, metrics, and strategic decisions are real.