Newslettering at
PBS Next Avenue
I helmed the twice-weekly newsletter at Next Avenue, a national service journalism website produced by PBS. I launched a successful newsletter rebrand, built Next Avenue’s audience into a six-figure following, raised open rates by 25%, and achieved a consistent open and CTR rate that ranked well above the industry standard. I also created quarterly email courses, covering topics like long-term care and self-advocacy.
Animation: John Gilman for Next Avenue
Award-Winning Content
As Next Avenue’s newsletter editor I relied on A/B testing to optimize engagement and implemented audience segmentation strategies to deliver readers the most relevant content.
The success of the biweekly newsletter allowed my team to launch off-shoot newsletters on popular topics like caregiving and dating, as well as sponsored emails for brands like Humana and Medtronic. In 2023, Next Avenue’s newsletter won a national media award.
Samples:
Subject: Rick Steves at 70
Subject: Brutal.
Subject: No one cares
Subject: What the -
Subject: ‘I lingered in suffering’
Subject: I’m spiraling
Subject: It’s morbid