CASE STUDY
Fiero Group
Email Campaigns + Lifecycle Strategy
Welcome sequences, promotional flows, and a tagging framework built to give Fiero a scalable, long-term foundation for email marketing.
The Challenge
Fiero needed more than a handful of emails — they needed a full lifecycle system that could grow with them.
As the company expanded its product line (Fiero AI, ovens, accessories, training programs), their email marketing had become reactive. Different teams were sending one-off emails, messaging lacked consistency, and there was no clean way to nurture leads from interest to purchase.
Fiero needed:
A full welcome sequence grounded in brand voice
Promotional flows for product launches and events
A tagging + segmentation system to support future automations
Modular copy blocks that could be reused across campaigns
Clear messaging that blended technical credibility with a warm, human tone
Essentially, they needed a scalable email ecosystem — not just more emails.
The Approach
01 Lifecycle Mapping
I started by identifying the different moments where subscribers interact with the brand and where automated emails could support the buyer journey.
Mapped cold → warm → purchase pathways
Outlined touchpoints for education, value, and conversion
Clarified key actions that trigger email journeys
Built a sequencing model for long-term use
02 Messaging Architecture
Every sequence needed a voice that felt modern, energetic, and aligned with Fiero’s industrial-meets-culinary personality.
Developed consistent positioning for ovens, AI tech, and accessories
Built reusable messaging blocks and proof elements
Blended education, story, and conversion
Established tone rules for future campaigns
03 Email Sequence Development
With the strategy locked, I wrote a mix of automated and promotional emails built for clarity and flow.
Welcome sequence (value explanation, credibility, next steps)
Product-focused promotions with clear CTAs
Event campaigns (masterclasses, demos, industry shows)
Nurture emails designed to build trust over time
04 Tagging + Segmentation Setup
To make the system scalable, I created a tagging framework that organizes subscribers by interest and stage.
Tags for ovens vs. AI vs. accessories
Tags for top-of-funnel vs. ready-to-buy
Event-specific segment structures
Recommendations for future automations
The Work
Deliverables produced:
Welcome Sequence (Automated)
A warm, educational three-touch sequence that introduces the brand, highlights core products, and guides users toward next steps.
Product + Promo Flows
Clear, benefit-driven messaging for Fiero AI, ovens, classes, and accessories — tailored to different buyer mindsets.
Event Campaigns
Short, energetic email series supporting stone oven classes, Expo events, and masterclasses.
Cross-Email Consistency
A unified voice across all communications, mixing technical detail with approachable storytelling.
The Outcome
Fiero received a flexible, future-proof email system that helps them nurture leads, promote products, and manage campaigns with more clarity and less manual work.
They now have:
A complete welcome sequence
Promotional flows they can reuse for future launches
A segmentation + tagging system that supports targeting
A clear, modern voice consistent across all emails
Copy blocks that speed up campaign creation
Stronger pathways from website visitor → email subscriber → sales conversation
The system elevates Fiero’s digital presence and supports their long-term growth across product categories.
Why It Worked
Strategy Before Execution
Email was built around lifecycle logic — not one-off blasts.
Unified Brand Voice
Every email sounds like Fiero: expert, energetic, and human.
Scalable Structure
Reusable copy blocks, tags, and sequences reduce future workload and increase relevance.
Deliverables
Automated Welcome Sequence
Promotional Email Series
Masterclass + Event Campaigns
Tagging + Segmentation Framework
Reusable Messaging Blocks
Recommendations for Future Automations
Client Context
Fiero Group is a leader in commercial pizza oven manufacturing and artisanal pizza technology. Their products blend culinary craftsmanship with industrial precision — and their email system needed to reflect that same clarity and quality.