Email as a Series: Petal Pusher
Thank you so much for considering my application for the Poynter Leadership Academy for Women in Media. Below are links to each of the emails in the Petal Pusher newsletter series. Petal Pusher was discussed in a presentation at the International Regional Magazine Association conference. I have included a portion of that presentation to download. The PowerPoint includes a little about our process and analytics on how the series performed.
Petal Pusher began March 14, 2020, and was available as an 8-email series exclusively for those who signed up. We closed sign-ups for the series in June when our wildflower season was ending. The series was brought back in 2022.
You can see the inaugural series below:
Based on the data from our 2020 release, we updated the format to relaunch a couple of years later. We shortened the series and gave the emails a new template. Our staff had produced new content that could be included in the series too. This was also a great opportunity to look back at how we structured the content. With the initial series, we received feedback that readers wanted the field guide and wildflower drives a lot sooner. Therefore, we moved those emails further up in the automation.