2016 trigger warning. I wrote a LOT of email in my first email job at the DNC. It wasn't all fun, but getting to geek out as our in-house theater kid when we ran a contest to see Hamilton on Broadway was definitely a highlight.
During the 2020 election, Crooked Media's Vote Save America program launched our “Adopt a State” campaign to mobilize our largely blue-state audience to support key battlegrounds. We didn't know a global pandemic was going to hit, but our remote program was ready to meet the moment. I built and managed six email programs led by team “captains” to connect volunteers with targeted actions every week from May through the Georgia run-offs in January. We got 300,000+ sign-ups, and our participants made 9.46 million calls and sent 6.45 million texts, while also recruiting 27,000 poll workers and 1,700 lawyers to help voting run smoothly in an unprecedented election.
Founded by Maggie Baird (Billie Eilish's mom), Support + Feed is a nonprofit taking action for a global shift to a plant-based food system to combat food insecurity and the climate crisis. I was brought on to revamp their 30-day "Plant-Powered Pledge" ahead of Earth Month 2024 and the release of "Hit Me Hard and Soft," which would bring increased attention to the program. I redesigned an automated welcome series to immediately engage new pledge-takers with a motivational kickoff, clear expectations, and curated resources. This resulted in a +10% increase in open rates and a +117% increase in click rates. I reimagined their Monthly Journey Emails to maintain momentum through twice-weekly touchpoints that feature tips, testimonials, community progress, recipes, and user-generated content. Continuous testing and optimization improved efficiency and performance, yielding a +39% increase in click rates and a 5.5% improvement in unsubscribe rates.
I was brought on to help WorkMoney, a nonprofit dedicated to affordability and financial security, improve their email deliverability and engagement by rebuilding their lifecycle strategy. My projects included updating and launching a high-performing welcome series utilizing Klaviyo's extensive automation features, implementing reengagement/sunset flows that reactivated 25% of inactive users, and introducing a double opt-in, resulting in stronger list health, higher open and click rates, and increased conversions.
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