Article and email automation
The Skin Care Clinic had plenty of expertise to share. Finding a fresh topic, researching it, writing an article, preparing the email, and getting both published was a separate job competing with the daily work of an Australian clinic and ecommerce business.
The team wanted a repeatable way to keep that work moving while preserving the voice their customers knew. Daedalus built a publishing workflow around their existing WordPress and Klaviyo setup. The clinic chooses the direction, reviews the material, and controls what goes out.
Publishing tools
- Website publishing
- WordPress
- Email campaigns
- Klaviyo
- Editorial control
- The clinic’s team
Campaign production
Each campaign needed an article, an email, a subject line, product links, images, formatting, and a schedule. Even after the writing was finished, staff still had to enter and check the material in the publishing tools.
Before the build, preparing and scheduling an article-and-email campaign was estimated to take about five hours. Producing one each week was a regular commitment alongside the team’s other work.
We designed the system to prepare the article and email, including their publishing fields, before a staff member reviewed the campaign and decided what to publish.
Workflow
- 01 Topics
The team queues topics and adjusts the priorities around the clinic’s products, customers, and content calendar.
- 02 Drafting
The workflow develops an article and matching email, including the supporting structure, links, and publishing fields.
- 03 Review
Staff check the content, product choices, tone, and presentation. Their edits guide the next revision.
- 04 Scheduling
The reviewed material moves into WordPress and Klaviyo, where the team can inspect and manage the scheduled campaign.
Editorial review
The writing process includes planning, drafting, critique, and revision. It uses the clinic’s language, Australian spelling, product context, and existing content as references.
At a follow-up, the team liked the topics and substance but wanted some passages to sound more like them. They also identified specific font, colour, and formatting preferences. We used that feedback to refine the workflow and its instructions.
Staff review each prepared campaign, using their knowledge of the products and customers to make the final edits.
Client feedback
The clinic named the system Shirley. By the follow-up, the team was using it to prepare upcoming article-and-email campaigns and discussing how to vary the content for a quieter month.
“I am definitely not a tech person, yet he made the whole process simple and easy to understand. He gave me the confidence to feel completely in control of our AI system from the very beginning.”
Meegan Hawkins, The Skin Care Clinic
The clinic can direct the publishing process itself and has support when it wants to change how the system works.
Results
Topic development, article and email preparation, and scheduling now sit in one workflow around the tools the clinic already uses. The system prepares the campaign for staff to review and edit.
The client reports substantial time savings and a simpler process. The team continues to review the content and refine its voice. Its effect on customer engagement and sales has yet to be established.
Personalised shopping assistance and stock analysis are possible future projects. This engagement focused on getting the publishing workflow into everyday use.