Jennifer Mingucci
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The work · Kinspire · 2026

Lifecycle & Comms

Full-funnel journeys across email, SMS and push.

Kinspire push notification, welcome-to-paid email and text message, side by side

The story

Every touchpoint is part of a relationship.

I believe the moment someone engages with a brand, they’ve entered a relationship, and every touchpoint that follows should guide them, support them and feel unmistakably connected to the experience they were promised.

Kinspire began by extending pediatric occupational therapy beyond the live session, earning 5-star reviews and a 93 NPS. But between-session support wasn’t infinitely scalable: parents needed answers in the moments life was actually happening, even at 2 a.m. That insight drove Kinspire’s evolution to AI for immediate, in-the-moment support, with experts at the center of live human care.

That transformation required an entirely new customer journey. I mapped and built the funnel from the ground up, then created the lifecycle communications across email, SMS and in-app notifications to move families from first brand interaction to app download, account activation, onboarding, paid membership, ongoing engagement and, ultimately, loyal advocacy.

The goal was to make every step feel less like moving through a funnel and more like being supported by Kinspire.

5
lifecycle stages, from first touch to loyal advocate
40+
automated touchpoints across the journey
3
channels, each with its own job

Channel strategy

Every channel has a job.

Instead of sending the same message everywhere, each channel does the one thing it does best.

Push“Get me back into the product.”
  • Resources ready
  • Finish onboarding
  • New recommendation from Dawn
SMS“Don’t let me miss something important.”
  • Workshop reminders
  • Time-sensitive changes
  • Human outreach
Email“Help me understand and explore.”
  • Welcome and education
  • Resource roundups
  • Upgrade storytelling

Sample sends

From first hello to paid member.

A small collection of sends across email, SMS and push. Each one builds trust and points to a single next step, and families exit the moment they move to the next stage.

  1. Lead
  2. Onboarding
  3. Activated
  4. Paid
  5. Loyalist
01EmailStage: LeadWelcome emailA note from Lily and Dr. Jill: “You’re not failing. You’re under-supported.”
Kinspire welcome email
02SMSStage: OnboardingFree membership textWelcome to the community, with one next step: the free clinical consultation
Kinspire free membership welcome text message
03EmailStage: OnboardingConsult nudge“Pick up where you left off”: what’s waiting after the consult
Kinspire complete your consultation email
04PushStage: ActivatedYour resources are readyConsult done: Dawn’s first made-for-you resources, one tap away
Kinspire push notification: your resources are ready
05EmailStage: PaidWelcome to paid“Your unlimited access starts now”: everything the Monthly Plan unlocks
Kinspire unlimited access welcome email for new paid members

Using comms to support community events

Fill the room. Then keep the conversation going.

Every live session has its own journey, from asking families what they need to following up with resources after the event.

Promote
  1. SurveyCommunity feedback

    A survey asks families what they want help with, so their answers shape the calendar.

  2. EmailMonthly drop

    The month’s calendar, built from the survey results.

  3. EmailWeekly drop

    This week’s events, so no family misses the one made for them.

Register
  1. Email + SMSRegistration

    Instant confirmation in both channels, with the details families need.

Remind
  1. Email24 hours before

    What to expect, what to bring and how to join.

  2. SMS1 hour before

    A quick heads-up to plan around.

  3. SMS10 minutes before

    The join link, right when it’s needed.

Close the loop
  1. EmailAfter the event

    Resources, the recording and the next step, sent while it’s still fresh.

The sends

Scroll inside each email to read the whole thing. Swipe for more.

PromoteCommunity feedback surveyBack-to-school survey that shaped the September calendar
Kinspire community feedback survey email
PromoteMonthly drop“We asked. You answered.” The August calendar built from survey votes
Kinspire monthly drop email
PromoteWeekly dropThis week’s three sessions, with a personal note on each
Kinspire weekly drop email
RegisterRegistration confirmationZoom link, calendar buttons and an invite-a-friend ask
Kinspire registration confirmation email
RegisterRegistration textThe same confirmation by SMS, with the Zoom link right in the message
Kinspire registration confirmation text message on a phone
Remind24-hour reminderWhat we’ll cover, what you’ll get and who’s hosting
Kinspire 24-hour reminder email
Remind1-hour reminder textA quick heads-up to grab a notebook and questions, with the join link
Kinspire one-hour reminder text message on a phone
Close the loopPost-event toolkitA thank-you note, the “why” refresher, the recording, slides and six handouts
Kinspire post-event toolkit email
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