California State Parks Foundation’s monthly E-News shares park stories, advocacy updates, volunteer opportunities, and ways to get involved. I lead the strategy and production while expanding the program with more tailored communications for members, nonmembers, and volunteers.

E-News needed to balance priorities from across the organization while remaining clear, useful, and easy to scan. The program also needed a more consistent approach to planning, audience segmentation, promotion, testing, and performance measurement.

• Develop the annual strategy, performance targets, and editorial calendar

• Coordinate content and priorities across departments

• Write, edit, build, test, and schedule emails in EveryAction

• Manage audience segmentation, tracking, quality assurance, and reporting

• Maintain the E-News webpage and online archive

• Use performance insights to improve future communications

Create a Clearer Structure

I developed a consistent content hierarchy that prioritizes timely stories, useful information, and clear calls to action.

Tailor Content by Audience

I use segmentation to make content more relevant for different supporters. This includes separate member and nonmember E-News editions and a dedicated volunteer email stream focused on upcoming workdays and community engagement.

Connect Email and Website Content

I plan E-News alongside blog, social media, advocacy, membership, and campaign communications. I also created a dedicated webpage and archive so editions can be found, shared, and promoted beyond the inbox.

Test and Improve

I developed an ongoing testing and measurement plan focused on subject lines, audience segments, content placement, and calls to action. Monthly performance reviews help guide future editions and broader content decisions.

• 160,000+ average recipients per monthly edition

• 43% increase in average E-News open rate from FY24 to FY26

• 75% increase in average E-News click-through rate from FY24 to FY26

• 40.7% growth in the broader email audience in under one year

• FY27 work is ongoing, with a focus on member and nonmember segmentation, audience-specific content, continued testing, and stronger connections between email and website engagement.