Additional writing samples

In my full-time stint at Opower, we developed a brand new behavior change product to support many utilities changing to time-of-use rate models, where energy is more expensive at specific times of day. This email series was meant to guide users through this transition by explaining how time-of-use rates work and encouraging them to shift their energy use outside of peak-pricing hours.

In terms of stakes, customers spend about 8 minutes per year thinking about their utility company and that's what we were up against. When we launched the program, we saw the following results:

• 14 MW peak demand reduction across nearly 1 million homes in a mid-west utility.
• 35,000 customers in the initial pilot with Exelon Maryland (BGE, Pepco, and Delmarva).
• +60% digital engagement at one utility.
• 3x the opens and 9x the clickthrough rates for one utility with over 800,000 households.
• Customers were 17% more likely to recall the program against control.
• Customers were 16% more likely to identify peak-pricing hours against control.
• +8% customer satisfaction versus control, +5% overall.

Read the full email content and case study →

One of my bigger projects at Atlassian was the full onboarding experience for the Teamwork Collection launch, a new bundle of Atlassian's most popular apps. Our goal with the email wasn't to upsell users on the bundle — these were sent to users whose leadership already bought the bundle. Our goal with the onboarding was to actually get users to activate their seat in the app and drive growth through monthly-active users across each app.

I focused the content to read as straightforwardly as possible, almost like a notification email rather than a growth lever. The subject line and body content are intentionally short and direct; if this email got dismissed as marketing spam, we'd be dead in the water. Rather than load up the email with content, I wanted to give them the information straight to get them to click and learn more in the rest of the onboarding.

See the full onboarding experience and case study here.

At QuinStreet, I wrote email content for both our internal lead-gen sites and external clients, including The Home Depot, Chase, and HP. This is one of many email samples I wrote in the fintech space, largely to drive users to a landing page. See more copywriting samples here.

This was just one piece of a full onboarding experience for the new Teamwork Collection bundle at Atlassian. I was the Content Designer on this project, but I worked with the brand and creative team on this hero video. I wrote the original script to align with the rest of the onboarding experience (while making it flexible enough to work in other contexts). You can read the full case study here.

QuinStreet had an agency model, where we created email, landing pages, banners, and social media ads for our internal sites as well as external clients to drive lead-gen and conversion. This is one example of marketing-focused writing I did for one of our clients. You can see more copywriting samples here.