Meet Apotheo, an automation platform for nutrition coaches. As part of a done-for-you project, we used our Atomic Emails method to plan, write, and set up their lifecycle email campaigns. In this case study you’ll hear how we built onboarding and customer success campaigns that put the coach, not just the software, at the center.
The problem: onboarding that helps coaches, not just users
- Coaches needed help doing their work better, not just learning features
- Product education had to feel supportive rather than instructional
- Apotheo wanted to bring value beyond the software itself
For Apotheo, success isn’t only about teaching coaches which buttons to press. It’s about helping them become better at their craft. Onboarding needed to deliver real value to coaches while introducing the product naturally along the way.
The solution: coach-first campaigns built with the Atomic Emails method
- A done-for-you onboarding campaign focused on helping coaches do their work better
- Product features promoted mostly as inline links, kept in the background
- A follow-up customer success campaign for users who convert to paying customers
We built the onboarding campaign around the coach’s goals. Product features are still promoted, but mostly as inline links so the emails never feel like a manual. Each message stays “atomic” (one focused idea), which keeps the campaign helpful and easy to read.
What’s inside the onboarding campaign
- A welcome video with multiple inline links to key resources
- Two key features promoted (how to add a client and how to handle payments)
- Several “how to” emails written specifically for nutrition coaches
- A case study email featuring three short stories
Going further: a customer success campaign
Using the same method, we built a customer success campaign for users who have already converted to paying customers. These emails continue educating coaches and bringing value beyond the product, while mentioning relevant features along the way.
Apotheo also has a fantastic collection of customer highlights on Instagram. We turned it into an email series full of social media ideas. As a happy byproduct, coaches tag Apotheo when they post, which helps everyone cross-promote.
Want a campaign like this?
We’d love to plan, write, and set up behavior-based campaigns for your product, too. Learn more about our done-for-you services, or read about the Atomic Emails method we use to build them.
