I partnered with Inside Higher Ed to support the launch of its new subscription paywall through a comprehensive email marketing campaign designed to drive awareness, engagement, and subscription growth. Working across multiple audience segments, I developed the strategy, wrote the copy, and fully built the email campaigns from start to finish. Each campaign was tailored to the unique needs and motivations of librarians, faculty members, university staff, institutional leadership teams, and professional organizations, with messaging focused on the value of Inside Higher Ed's premium content and the benefits of both individual and institutional subscription options.

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To support the rollout, I created a multi-phase email marketing program that spanned several months before, during, and after the paywall launch. I built audience-specific email journeys that aligned with key launch milestones, ensuring each segment received relevant and timely communications throughout the transition. From campaign planning and content development to email design, buildout, and deployment, I managed the full email creation process while maintaining consistent branding and messaging. The campaigns were designed to educate prospective subscribers, address common questions, and guide recipients toward subscription decisions.

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The initiative generated thousands of inquiries from individuals and institutions interested in learning more about subscription offerings. Through strategic audience segmentation, compelling content, and sustained communication throughout the launch period, the campaigns helped drive strong engagement and contributed to the successful adoption of both individual and group subscription plans. This project highlighted my ability to manage complex email marketing initiatives, build targeted campaigns for diverse audiences, and support major business objectives through thoughtful lifecycle marketing.