Big Changes at Nurture (And Why They Matter)

Behind the Scenes at Nurture: Where We’ve Been and Where We're Headed

Jul 15, 2025

The Unnewsletter is a bi-weekly newsletter with thoughtful, human-first email marketing strategy for brands and creators who want to turn subscribers into sales without resorting to spammy tactics. Hosted by email strategist Pamela Kruusi.

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Hi friends,

It’s been a while, but there’s no better time to restart The Unnewsletter than right now, especially with so much changing at Nurture this year.

This first post is part catch-up, part roadmap. I want to share where the agency is headed, how we’re growing, and why these changes matter if you care about building a strong, sustainable email marketing strategy.

In this first year, our focus has been simple but ambitious: building a strong foundation to serve our clients better and for the long term.

For me, that means taking a hard look at our structure, our people, our processes, and making changes…even the uncomfortable ones. We’ve let some folks go, added new roles, and been deliberate about choosing people who share our commitment to thoughtful, sustainable email strategy.

Because when you’re an agency that crafts voice, trust, and revenue in someone else’s inbox, the who matters as much as the how.

Prioritizing the Right People

We’re not here to churn and burn. Our clients trust us with their brands, their customers, and their reputation.

That means finding team members who understand nuance. Who care about helping a supplement brand stand out ethically, or a skincare company communicate transparency, or a health creator build a lasting connection with their audience.

It also means making tough calls about fit. This year, I’ve prioritized building a team that’s not just skilled, but aligned with the mission of serving real people on the other side of the screen.

The Clients We Serve

We’re lucky to work with a wide mix of clients; all of them sharing a commitment to helping people live better lives:

Supplements & Skincare Brands focused on wellness with integrity
Health Creators who want to educate and inspire
Authors & Public Figures launching books, courses, or platforms
Podcasters, Journalists, Documentarians telling stories that matter

Recent projects have included health education courses, speaker series about the immigrant experience, documentary and TV production launches, new food brands, and book promotions.

Every project is a reminder that good email strategy is never one-size-fits-all. It’s about knowing your audience, your mission, and how to build trust over time.

Better Tech, Thoughtful Strategy

We’re investing this year in stronger tech implementation, so our clients can benefit from the best tools without losing their voice.

I know AI is on everyone’s lips right now. We use it carefully and intentionally: to speed up processes where it makes sense, to free up our brains for creative, strategic work, but never to replace the voice that makes each brand unique.

No cookie-cutter campaigns. No soulless automations.

A Note on Where We’re Going

If you’ve worked with me or followed me for a while, you know I’m not interested in growth at any cost.

Nurture’s mission has always been to help brands build lasting, sustainable relationships with their audience through email.

This year, that means:

Getting more deliberate about how we serve
Refining our services to stay flexible but robust
Hiring people who get it
Using technology to amplify, not flatten, brand voice

On a Personal Note

I’ll be sharing a lot more here in The Unnewsletter. The real, behind-the-scenes lessons on building an email marketing agency that prioritizes strategy over spam, results over ego, and humans over algorithms.

I’ll also be more active on LinkedIn, diving deeper into email marketing that actually serves both businesses and customers.

If you want to build an email list that feels like an invitation, not an intrusion, you’re in the right place.

Thanks for reading, and for being here as we grow intentionally.

-P

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P.S. I’m actually in Romania right now! My best friend keeps telling me I need to take more photos, including of myself, so people can actually see what I’m up to. Honestly, I’m the type who loves to check out from tech completely and just be in the moment. Although I don’t mind an old-fashioned instant camera now and again. But balance, right? Sometimes you just have to whip out the iPhone for a quick castle selfie, then store it away for the rest of the day!

I’d love to know how you stay present on trips but still make sure you’re capturing the memories. Any tips? I’m all ears!

P. P.S. Stay tuned! When I’m back, I’ll tell you all about this trip, what it’s stirring up for me, and why it’s exactly what I needed.