Email Marketing
I’ve built and managed email programs across nonprofits, media organizations, and tech startups for more than a decade. I specialize in using segmentation, automation, and data-driven insights to create communications that strengthen relationships, drive action, and support organizational goals.
I have advanced experience with Mailchimp and CVENT, as well as hands-on work with segmentation tools, tags, dynamic content, audience journeys, automation workflows, and analytics optimization.
My email approach focuses on strategy, structure, and measurable performance — ensuring every send has a clear purpose, a strong narrative, and a path to conversion.
What I Do
Across all organizations I’ve supported, I’ve been responsible for the full lifecycle of email production and optimization:
Strategy & Planning
Building content calendars and send strategies
Determining messaging hierarchy and CTA placement
Creating tailored audience segments based on behavior, demographics, and engagement
Aligning email with broader campaigns across social, paid media, and web
Creation & Execution
Writing and editing email copy
Designing modular, scalable templates
Configuring tags, segments, and dynamic content
Setting up A/B tests for subject lines, content, and CTAs
Running automated workflows for events, onboarding, and donor communications
Optimization & Measurement
Analyzing open rates, click rates, and conversion paths
Interpreting engagement data to inform future sends
Improving list hygiene and deliverability
Collaborating with stakeholders to refine message framing, timing, and cadence
List Hygiene & Data Quality
Reduced bounce rates
Cleaned and maintained subscriber lists
Established ongoing hygiene processes
Created reliable backups
Template Development
I build modular, reusable templates to reduce production and editing time, standardize formatting, and enable teams to communicate efficiently without overloading marketing resources.
I’ve coordinated closely with editorial teams, communications and public affairs teams, advancement teams, and events teams to ensure email supports both organizational and audience needs.
A Data-Driven Approach
I do not rely on a fixed design aesthetic. Instead, I make design choices based on:
Audience behavior
Historical engagement patterns
Click maps
Mobile vs. desktop usage
CTA performance
Heatmap insights
A/B test results
This approach ensures each email is optimized for performance, not preference — and evolves as audience behavior changes.
Case Study
XPRIZE: Newsletter Strategy Overhaul
At XPRIZE, I co-led a full redevelopment of the newsletter strategy across multiple audiences — including donors, partners, alumni, innovators, and the general public.
What Changed
Reduced send frequency to prioritize higher-value, more curated content
Streamlined design for clarity and accessibility
Improved segmentation based on past engagement and audience identity
Increased editorial quality with more compelling storytelling and tightly curated content
Results
Open rates increased across the board
Click rates rose, driven by stronger CTAs and clearer content hierarchy
Donor communications saw meaningful performance gains
List hygiene improvements decreased bounce rates and strengthened deliverability