The Rooted Kitchen Membership: Churn Prevention & Winback Campaign
This is a spec project created to demonstrate email marketing strategy and approach.
Rooted Wellness Co.
•
Nutrition
Why This Works:
Most re-engagement campaigns lead with guilt or urgency, putting more pressure and stress on members, but this one leads with understanding. Members who go quiet aren’t gone. They’re overwhelmed and a little embarrassed that they haven’t been able to keep up. This campaign meets them exactly where they are and gives them the easiest possible path back in.
Project Overview:
Rooted Wellness Co. is an anti-inflammatory nutrition membership founded by nutritionist Brianna. The Rooted Kitchen gives members monthly meal plans, educational courses on the why behind anti-inflammatory eating, monthly Q&A coaching calls with Brianna, and the ability to suggest future meal planning themes. Members can also hire Brianna directly for personalized meal planning and 1:1 coaching.
This campaign targets members who are still subscribed but have stopped engaging by not opening emails, joining calls, participating in the community, or using their meal plans. The goal was to bring them back without shame, give them a frictionless re-entry point, and remind them why they joined in the first place.
Key Contributions:
Re-engagement Strategy: Mapped a 4-email campaign designed to acknowledge the gap, remove shame, provide an easy re-entry point, and close with a warm but direct reminder of what they’re missing.
Delivery Timing: Emails are delivered on days 1, 3, 6, and 10, spaced to feel attentive without overwhelming a member who is already disengaged.
Email Copywriting: Wrote all four emails in Brianna’s brand voice, which is warm, energetic, and completely judgment-free. The tone is less “where have you been” and more “I get it. Life happens. We’re here when you’re ready.”
Re-entry Hook: Introduced Prep Like Brianna, a video-based mini-course designed to remove common barriers to meal planning and give disengaged members an easy path back into the membership.
Intended Outcome:
The campaign was designed to re-engage disengaged members, reduce passive churn, and increase active participation in the Rooted Kitchen community.
Email 1: Delivered on Day 1
Subject: Hey, just checking in.
Preview: No judgment. Just a friendly hello.
Hey [First Name],
I noticed you haven’t been around much lately and wanted to check in.
Life gets busy. Meal prep falls off. The plans pile up unread and then it starts to feel like too much to catch up on. I see this all the time, and I want you to know there is absolutely nothing to feel bad about.
You’re still here, and that means something.
I’m not reaching out to remind you what you’re missing or to give you a pep talk. I just wanted to say hi, and let you know that whenever you’re ready to come back, we’ll be here.
No catching up required. No starting over. Just pick up wherever and whenever it feels right.
Reply and tell me — what got in the way? I read every email, and I’d genuinely love to know.
Talk soon,
Brianna
Preview: No judgment. Just a friendly hello.
Hey [First Name],
I noticed you haven’t been around much lately and wanted to check in.
Life gets busy. Meal prep falls off. The plans pile up unread and then it starts to feel like too much to catch up on. I see this all the time, and I want you to know there is absolutely nothing to feel bad about.
You’re still here, and that means something.
I’m not reaching out to remind you what you’re missing or to give you a pep talk. I just wanted to say hi, and let you know that whenever you’re ready to come back, we’ll be here.
No catching up required. No starting over. Just pick up wherever and whenever it feels right.
Reply and tell me — what got in the way? I read every email, and I’d genuinely love to know.
Talk soon,
Brianna
Email 2: Delivered on Day 3
Subject: The real reason meal prep feels so hard
Preview: It’s not you. It’s your system.
Hey [First Name],
Can I be honest with you about something?
Most people don’t fall off their meal plan because they lack motivation. They fall off because the process feels like too much work on top of everything else they’re already managing.
The Sunday prep session that was supposed to take an hour takes three. The grocery run feels too overwhelming after a busy week. By Wednesday, life has happened and dinner is whatever’s fastest.
Sound familiar?
That’s not a discipline problem. That’s a system problem. And it’s exactly why I created Prep Like Brianna inside the Rooted Kitchen.
It’s a three-part video course that shows you exactly how I shop, prep, and get dinner on the table on busy work nights when I have 15 minutes and zero energy.
Part 1: I take you to the grocery store. Where to find pre-cut produce, what to buy that saves you the most time, and how to shop for a full week of anti-inflammatory meals in under 30 minutes.
Part 2: The Sunday Setup. How to prep in 45 minutes or less so weeknights actually feel manageable.
Part 3: Busy Weeknight Meals. How to turn what you prepped into a real dinner without starting from scratch.
It’s already waiting for you inside the membership.
[Watch Prep Like Brianna Now]
See you in there,
Brianna
Preview: It’s not you. It’s your system.
Hey [First Name],
Can I be honest with you about something?
Most people don’t fall off their meal plan because they lack motivation. They fall off because the process feels like too much work on top of everything else they’re already managing.
The Sunday prep session that was supposed to take an hour takes three. The grocery run feels too overwhelming after a busy week. By Wednesday, life has happened and dinner is whatever’s fastest.
Sound familiar?
That’s not a discipline problem. That’s a system problem. And it’s exactly why I created Prep Like Brianna inside the Rooted Kitchen.
It’s a three-part video course that shows you exactly how I shop, prep, and get dinner on the table on busy work nights when I have 15 minutes and zero energy.
Part 1: I take you to the grocery store. Where to find pre-cut produce, what to buy that saves you the most time, and how to shop for a full week of anti-inflammatory meals in under 30 minutes.
Part 2: The Sunday Setup. How to prep in 45 minutes or less so weeknights actually feel manageable.
Part 3: Busy Weeknight Meals. How to turn what you prepped into a real dinner without starting from scratch.
It’s already waiting for you inside the membership.
[Watch Prep Like Brianna Now]
See you in there,
Brianna
Email 3: Delivered on Day 6
Subject: You don’t have to do this alone.
Preview: There are women in here right now who get it.
Hey [First Name],
Can I tell you one of my favorite things about the Rooted Kitchen?
It’s not the meal plans. It’s not even the mini-course Prep Like Brianna, though I’m pretty proud of those too.
It’s the community.
The Rooted Kitchen community is one of the most supportive spaces I’ve ever seen. Women sharing what they made this week, asking for swaps when they don’t have an ingredient, and cheering each other on after a hard day. It’s the kind of place where you can say “I haven’t cooked in two weeks” and someone will respond with encouragement instead of judgment.
Because honestly, we’ve all been there.
Every month, I host a live Q&A call where members bring their real questions. Not just “what should I eat for breakfast” questions. Real ones like:
“I’ve been doing everything right and I still feel terrible.”
“I don’t know how to eat anti-inflammatory at my mother-in-law’s house.”
Or “I fell off for three weeks and don’t know how to start again.”
Those calls are some of the most honest, supportive conversations I’ve ever been part of. And every single one of them reminds me why I created this membership in the first place.
You can also suggest future meal plan themes. If there’s something you’ve been wanting more of, tell me. Your suggestions actually shape what we create next.
We host live Q&A calls every month, and I’d love to see you at our next one.
[Register for the Next Q&A Call]
See you soon,
Brianna
Preview: There are women in here right now who get it.
Hey [First Name],
Can I tell you one of my favorite things about the Rooted Kitchen?
It’s not the meal plans. It’s not even the mini-course Prep Like Brianna, though I’m pretty proud of those too.
It’s the community.
The Rooted Kitchen community is one of the most supportive spaces I’ve ever seen. Women sharing what they made this week, asking for swaps when they don’t have an ingredient, and cheering each other on after a hard day. It’s the kind of place where you can say “I haven’t cooked in two weeks” and someone will respond with encouragement instead of judgment.
Because honestly, we’ve all been there.
Every month, I host a live Q&A call where members bring their real questions. Not just “what should I eat for breakfast” questions. Real ones like:
“I’ve been doing everything right and I still feel terrible.”
“I don’t know how to eat anti-inflammatory at my mother-in-law’s house.”
Or “I fell off for three weeks and don’t know how to start again.”
Those calls are some of the most honest, supportive conversations I’ve ever been part of. And every single one of them reminds me why I created this membership in the first place.
You can also suggest future meal plan themes. If there’s something you’ve been wanting more of, tell me. Your suggestions actually shape what we create next.
We host live Q&A calls every month, and I’d love to see you at our next one.
[Register for the Next Q&A Call]
See you soon,
Brianna
Email 4: Delivered on Day 10
Subject: Nothing inside your membership expires.
Preview: Everything is still here waiting for you.
Hey [First Name],
If you’ve fallen off a bit, I want you to know something important.
Nothing inside your Rooted Kitchen membership expires. Every meal plan we’ve ever released is still sitting in the library.
If life got busy, or you stopped cooking for a bit, or you just didn’t have the energy, that’s okay. You don’t have to “catch up.” You don’t have to start over. You can simply start again.
Here are a few easy places to jump back in:
[Slow Cooker Meals]
[Sheet Pan Dinners]
[Instant Pot Recipes]
[15-Minute Weeknights]
[Salad Jar Lunches]
[Meal Prep Breakfasts]
Pick one recipe. One meal. One small win.
The Rooted Kitchen isn’t a challenge with a deadline or a program you can fall behind on. It’s a growing library of support you can return to anytime you need a reset.
You’re still here. Your membership is still here. And I’m still cheering you on.
[Explore Your Meal Plan Library]
I’m rooting for you,
Brianna
Preview: Everything is still here waiting for you.
Hey [First Name],
If you’ve fallen off a bit, I want you to know something important.
Nothing inside your Rooted Kitchen membership expires. Every meal plan we’ve ever released is still sitting in the library.
If life got busy, or you stopped cooking for a bit, or you just didn’t have the energy, that’s okay. You don’t have to “catch up.” You don’t have to start over. You can simply start again.
Here are a few easy places to jump back in:
[Slow Cooker Meals]
[Sheet Pan Dinners]
[Instant Pot Recipes]
[15-Minute Weeknights]
[Salad Jar Lunches]
[Meal Prep Breakfasts]
Pick one recipe. One meal. One small win.
The Rooted Kitchen isn’t a challenge with a deadline or a program you can fall behind on. It’s a growing library of support you can return to anytime you need a reset.
You’re still here. Your membership is still here. And I’m still cheering you on.
[Explore Your Meal Plan Library]
I’m rooting for you,
Brianna
Final Thoughts:
This campaign demonstrates how thoughtful retention marketing can reduce passive churn, increase member engagement, and reconnect subscribers with the value they’re already paying for without relying on pressure, urgency, or guilt.