Aegis Facility & Security: B2B Lead-Nurture Email Funnel
A full-funnel email marketing project designed to guide new prospects from awareness to consultation through a structured, behavior-driven automation flow. The campaign focused on lifecycle strategy, responsive MJML development, and conversion-focused UX decisions.
Project Overview
This project focused on building a complete B2B lead-nurture funnel for a fictional security and facility solutions company. Instead of designing isolated emails, the goal was to create a connected lifecycle system that guides users through awareness, education, trust-building, and conversion.
I mapped the funnel structure and conditional automation logic to determine how leads would progress based on engagement behavior. Each email was intentionally designed to support a different stage of the journey — from educational insights to solution positioning and social proof.
Emails were developed using MJML with responsive layouts, accessibility considerations, and strategic CTA placement to improve clarity and engagement across devices. The project emphasized real-world email UX principles such as content hierarchy, trust reinforcement, and low-friction conversion paths.
Beyond design, this case study highlights the strategic thinking behind lifecycle marketing — combining funnel psychology, automation planning, and technical email development into a cohesive system.
Key Highlights
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Full Funnel Strategy
Designed a 5-email lifecycle sequence aligned with awareness, education, solution, proof, and conversion stages.
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Automation & Conditional Flow Planning
Structured behavioral logic to adapt the journey based on engagement signals and CTA interaction.
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Responsive MJML Development
Built modular email layouts optimized for accessibility, readability, and cross-device performance.
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Conversion-Focused UX
Applied progressive CTA placement, trust sections, and review-driven design to support decision-making.
Email Funnel Examples
Email 1 — Welcome & Authority
Introduced the brand and established trust using a structured welcome layout. The email focused on clarity, authority messaging, and early CTA placement without overwhelming the reader.
Email 2 — Educational Insights
Focused on delivering value before promotion by highlighting common security risks. Educational positioning increased credibility while preparing users for solution-focused messaging later in the funnel.
Email 3 — Integrated Solution Spotlight
Transitioned from education into solution positioning by introducing integrated monitoring systems. Messaging focused on outcomes rather than features to support decision-making.
Email 4 — Client Review & Trust Reinforcement
Strengthened credibility using testimonial-driven content designed to reduce hesitation. Social proof reinforced previous solution messaging and supported conversion readiness.
Email 5 — Final Consultation Invite
Delivered a clear and confident next step while maintaining a supportive tone. FAQ-style content reduced friction and addressed common concerns before the final CTA.