Hi, I'm Shana. I've spent 30+ years in marketing and the last decade obsessively focused on email. I've built programs from scratch, migrated platforms, written every word, mapped every flow, and measured every result. I know what moves people from browsing to buying. And I know how to build the infrastructure that makes it happen at scale.
I work with brands in ecommerce, outdoor, wellness, pet, and healthcare. I handle strategy, copy, automation, and design direction. You get one person who sees the whole picture.
What I Do
I build email programs that drive measurable revenue. That means the full picture: strategy, copy, automation, segmentation, and design direction — handled by one person who understands how all the pieces connect.
Here's what that looks like in practice:
Lifecycle Strategy: Welcome flows, post-purchase sequences, re-engagement campaigns, and retention programs built around your customer journey.
Campaign Management: Broadcast emails, product launches, and promotional campaigns written and executed to convert.
Conversion Copy: Subject lines, body copy, and CTAs rooted in behavioral psychology and tested for performance.
ESP Setup and Automation: HubSpot, Klaviyo, and Pardot. Flows, triggers, segmentation, and deliverability.
Design Direction: I work with your design team or handle it myself to make sure every email looks as good as it reads.
Why It Works
Most email programs underperform because strategy and execution are separated. A strategist hands off to a writer who hands off to a designer who hands off to a developer. Things get lost. I hold the whole thing.
Thirty years of marketing experience means I understand what moves people. A decade specializing in email means I know exactly where to apply it.
Let’s Work Together
Whether you’re launching a new brand or refining an existing strategy, I’m here to help you create messaging that is clear, authentic, and deeply connected to your purpose. Together, we’ll craft strategies that turn curiosity into action and customers into loyal advocates.
“Shana was a major force in helping me define my personal brand and vision after recently launching my own agency. We got to the core of what I want my business and brand to stand for and established the right way to communicate that to my audience. She’s been super dedicated throughout the process, and most importantly, she helped transform blindspots into new revenue streams! ”
“Shana is a creative individual with unlimited energy and a tireless work ethic. She understands the meaning of “partnership” and always tries to develop marketing solutions that add value for both parties. She exhibits the highest integrity and commitment in her work. Any company would be lucky to have her.”
“You helped me to speak my message, defining who I was and the urgent problems I solved for people. And of course, putting ME into my business. It’s the little things that make all the difference. They go to my website, get sucked in, and that’s that! Thank you Shana!”
“Initially I planned to work with Shana for two months and two months led to 12 months of work together. Shana took full control of our online presence (Facebook, Instagram, Twitter, LinkedIn, email marketing, Google profile, Yelp profile, and website), developed marketing material, forged relationships with top influencers, even responded to customer requests and inquiries on social media. Shana changed our business 180 degrees and demonstrated how influential a marketing expert can be on a business. I would highly recommend Shana’s marketing expertise to all my friends and fellow business owners. You will certainly not regret working with her. In fact, as soon as we complete our restructure we will engage Shana’s services once more if she will take us. Thank you for everything. ”
“You seriously you up-leveled the perception to who I really am. Your hard work solved the problem of how to put all of my work together that took over a decade to create!!! Thank you!!!”
““I am now fully booked with clients. I don’t think I’ve ever said thank you for the amazing work you did with me. Your fantastic and I’m deeply grateful.” ”
THE INSIDE SCOOP ON SHANA YAO
Shana Yao is an email marketing strategist and conversion copywriter with 30+ years of experience and a decade specializing in lifecycle marketing. She's built email programs from scratch, migrated platforms, managed full-funnel automation, and written every word for brands in outdoor, ecommerce, wellness, pet, healthcare, and education.
Her approach sits at the intersection of consumer psychology and conversion strategy. She understands what makes people take action, and she builds the systems that put that understanding to work.
Shana's work has been recognized with the International Shopping Center (ICSC) MAXI Award for innovative marketing programs. Beyond client work, she raised $50,000 through creative partnerships for spcaLA and helped launch their first Pet Adoption Center, a model that grew to 8 locations and set a new standard for the industry.