INDUSTRY: media

ROLE: copywriter, campaign manager

Adweek is a legacy media company, with best-in-class reporting on the marketing and advertising industries. Subscribers are the essential, hard-to-get, and hard-to-keep revenue stream for any media company. In the spring of 2023, I was tasked with refreshing the copy and design direction for their new subscriber welcome email series. 

Most of the “new subscribers” in this audience had signed up on limited discount subscriptions, and the goal of this refresh was to drive them to renew for a full-priced annual subscription.

I wrote a series of emails (samples below) that highlighted Adweek’s award-winning reporting, career resources, and tentpole events. The TOV stayed true to Adweek’s clean, authoritative identity, but with more of a welcoming and educational tone. These emails saw an increased CTR of 5%, and drove an increase in subscriptions via email of 12% in just the first three months.