Velas encendidas, toallas blancas, piedras, flores y productos para spa sobre una mesa

How can a wellness brand transform emotional intention into measurable engagement without compromising authenticity?

The Challenge

Echo needed to build trust with emotionally, aware users by offering personalized experiences that felt meaningful, not automated.

The goal was to convert emotional resonance into strategic lead generation and ritual-based nurturing.

The Strategy

I built a segmented inbound funnel driven by user insights collected through a logic-based quiz. Each result mapped directly to a specific ritual, aligned with a funnel stage (from awareness to conversion).

The strategy focused on clear user paths: generate leads via the quiz, nurture through automated email flows, and convert with ritual-aligned content across blog and social. Every touchpoint was tied to measurable funnel objectives.

Cursor de computadora en color rojo con signo de interrogación.

Segmentation Funnel

A quiz identified users’ emotional needs and sorted them into personalized funnel stages based on how they feel, not just what they do.

Icono de un cursor de flecha en color degradado que apunta hacia el interior de un cuadro punteado

Content Alignment

Blog and social posts mapped to funnel stages, ensuring consistent messaging across touchpoints.

Icono de un gotero con una pequeña cruz en la parte superior izquierda

Email Personalization

Each ritual triggered its own email flow. The content spoke to the user’s emotional state, offering support instead of pressure.

Botón de control de medios con flechas y círculo en degradado de morado a rojo.

Channel Planning

Built a content calendar that matched each ritual with the right format, platform, and funnel phase. Everything had a place and a purpose.

Execution

I started with a question: What if your emotional state could guide your digital experience?

That’s where the quiz came in (five branches, each built to mirror a real emotional threshold). But this wasn’t just a quiz for leads. It was a segmentation engine, built to define who the user was and what kind of guidance they actually needed.

Formulario de inscripción con título en inglés: "Your ritual begins with a single breath" y una imagen de piedras lisas y un ramo de flores de cerezo en el fondo.

From there, I moved them into email flows (one for each ritual. Stillness, Softening, Threshold, Release, Expansion.) Each flow delivered five emails, written to guide the user across the funnel: from awareness to action. No recycled content. No generic automations. Just intentional messaging, aligned to the emotional logic that brought them to echo.

Página web con información sobre rituales de bienestar y meditaciones. Incluye una imagen de una mujer en postura de meditación con un antifaz y otra en un espacio con velas. Texto en español e inglés.
Mujer en una sesión de meditación en una habitación con velas y cortinas, usando una venda en los ojos, en un entorno oscuro y relajante.

But email wasn’t the only channel in play. A full content plan was developed where blog, social, and newsletter worked in sync. Top-funnel social introduced Echo and pushed users to the quiz. Mid-funnel blog posts aligned with each ritual, building trust and context. Every post had a purpose. Every CTA was placed with intention.

Página web de un blog sobre la importancia de la quietud y la meditación, con imágenes de una taza de té, una mujer meditando y un amanecer, además de artículos relacionados y un cuestionario para descubrir rituales de calma.
Mujer con pelo al viento en una azotea al atardecer con silueta de ciudad de fondo.
Página web de un blog acerca de la calma y rituales, con secciones de texto, imágenes de una taza de café, una mujer relajada, una mujer meditando y un espacio con cortinas y luz natural

At the core, Echo wasn’t trying to shout louder, it was listening better. The landing page was clear, the CTAs were direct, and each blog guided users toward a ritual recommendation they already felt was theirs.

Tabla que compara etapas del ritual y del embudo en contenido de Echo, incluyendo TOFU (Social), MOFU (Blog) y BOFU (Email CTA), con actividades como silencio, aletargamiento, responsabilidad y expansión.
Mujer con cabello rizado y vestimenta clara, de espaldas, con ojos cerrados, frente a cortinas de encaje y pétalos de rosa flotando en el aire.
Página web de ECHO que promueve rituales de bienestar personalizados y sus beneficios con un formulario para suscribirse y una sección con testimonios de usuarios.

Key Findings

• Users responded more to emotional alignment CTA’s than to product or offer-based messaging

• Mapping rituals to funnel stages simplified planning across all channels

• Personalized email flows improved message relevance and potential for conversion

• Consistency across blog, email, and social created a seamless brand experience

Conclusion

Echo proved that emotional insight can be operationalized into a strategic funnel. It was a structured inbound system powered by user behavior, content alignment, and automation. Every piece from quiz to email to blog was built to move with purpose, and the result was a full inbound strategy that generated leads from emotions.