UX Writing / content strategy / email automation

Software tutorials


Over 100 employees in the organization relied on Mailchimp for email marketing and communications. When the organization moved its email marketing to HubSpot, the employees needed training to understand how to use the new software.


Caleb designed and wrote brief tutorials in a weekly email series. With goals to educate the staff and encourage adoption as quickly as possible, Caleb wrote in a conversational tone using plain language. Each email focused on one topic to provide bite-sized insights that the user community could apply right away.

See a few examples:


  • >40% open rate throughout the campaign
  • >50% of recipients viewed each email for more than 8 seconds
  • 70 employees signed in to HubSpot during the campaign

skills required

  • UX writing
  • Content strategy
  • Email automation

See Caleb’s other projects