Background

Project Life is a purpose-driven wellness brand founded by traditional Chinese medicine fertility expert Dr. Yun Ye. With over four decades of clinical experience, Dr. Ye built the brand to offer compassionate, natural fertility solutions for women and couples on their path to parenthood. Rooted in holistic healing and family values, Project Life serves a highly sensitive audience navigating emotional and physical challenges. While their expertise and product line were trusted, the brand needed a way to deepen engagement, nurture relationships, and scale its mission through personalized digital communication.

Approach

We designed an email marketing system rooted in empathy, education, and trust. Each flow was created as a supportive extension of the Project Life mission — guiding customers through different stages of their fertility journey with warmth, clarity, and value. Welcome flows introduced the brand’s TCM roots and Dr. Ye’s legacy, while educational campaigns shared holistic fertility tips, cycle tracking guidance, and success stories from real customers. Product recommendation flows were designed to feel like personal coaching, tailored to user behavior and fertility stages. A/B testing allowed us to fine-tune messaging tone, send times, and visual structure to maximize connection and impact, all while preserving the delicate emotional context of the audience.

Results

The outcome was exceptional: sales increased by 325%, with high engagement rates and meaningful increases in customer retention and repeat purchases. Customers responded to the combination of educational support and heartfelt storytelling, which positioned Project Life not just as a product provider, but as a trusted companion on their fertility journey. This powerful blend of personalization, tradition, and digital strategy helped the brand amplify its mission and expand its reach within the wellness community.