Rachel Esco
Senior copywriter with big ideas

Case Studies

Case Studies

Copy that moves the numbers.

Real campaigns. Real results. Every number below comes straight from my clients' own dashboards.

KilgourMD · EmailStayX · SEO article

01

KilgourMD · Email & website copy · 2024–2025

Launch emails that became the brand's best-performing channel

KilgourMD is a hair-growth brand founded by dermatologist Dr. James Kilgour. I wrote the homepage, product pages, and the launch and nurture emails.

  • A brand-new brand, launching its first products
  • A science-heavy product: scalp biology and clinical ingredients, made simple for everyday readers
  • Pre-order, launch and education emails, each written to earn the open and the click
82.86%open rate on the pre-order launch email, far above typical email results
8.57%click rate on the launch email, several times the typical email average
69%average open rate across every campaign

Proof · client's email platform

KilgourMD email campaign results: open rates 53.85% to 82.86%, click rates 3.3% to 8.57%

Campaign results for three of my KilgourMD emails.

“
Her copy is inventive, unique, drives high open rates, CTRs, and revenue, and her work is consistently our best-performing marketing channel BY FAR.

Dr. James Kilgour, Founder, KilgourMD · Upwork review, 5.0

02

StayX · SEO blog article · 2022–2023

One article became a top front door for a brand-new startup

I wrote the SEO article "Why Do I Have Wispy Baby Hairs?" for StayX, a hair-care startup.

  • A brand-new startup with almost no website traffic
  • No audience to borrow: the article had to earn every reader on its own
  • A small, niche beauty question, turned into a read that held people for almost 6 minutes
  • Results that kept growing for 5 straight months after it went live
12%of all site visits started on this one article
6×longer on the page: 5:51 vs. a 0:59 site average
6,595page views, growing every month for 5 months

Proof · Google Analytics & the client

Google Analytics for the StayX article: page views rising from near zero to about 100 a day, Nov 2022 to Mar 2023

Article traffic, Google Analytics, Nov 2022 to Mar 2023.

Client message: 15th March received 96 visits, and it's been trending higher and higher the whole time

The client's own message about the article's traffic.

Need copy that performs like this?

Emails, landing pages and SEO content, built to convert.

Let's talk

More of my writing on the Work page · Brands I've written for on Accomplishments