Our McAfee LCM emails for trial customers had a problem: over-optimization. Our testing had led us down a path where we repeated the same 2 or 3 emails over and over, and it was time for a complete overhaul. I crafted the messaging strategy for the entire journey, wrote all the copy, and collaborated with our design team to create a whole new look and feel that focused on education and information over conversion. After very thorough testing, we saw a 102.79% lift in conversion across the email journey, proving that content crafted for the customer is a powerful tool.