Radicle Digital
Email Marketing & Ad Placement
Skills Highlight: Copywriting, CRM Targeting, Social Listening, A/B Testing
Overview
As a partner at Radicle Digital, I specialize in digital strategy for mission-driven organizations, with a focus on email marketing and ad placement. Among a portfolio of other clients, I work on the email messaging programs of California Assemblymember Buffy Wicks (D-14) and Prosperity California, and I place meta ads for Only one (climate policy nonprofit).
Email Marketing
Buffy Wicks & Prosperity California
Strategic Planning & Social Listening
To ensure email campaigns align with legislative priorities and audience interests, I conduct bi-weekly social listening by tracking press coverage and policy discussions related to Assemblymember Wicks and Prosperity California. This research informs a press report shared with their teams, helping shape timely and relevant email messaging.
Copywriting & Audience Segmentation
Crafting persuasive copy requires balancing education and action. I tailor messaging to fit the clients respective voices while ensuring clear calls to action. Using CRM data, I segment email lists to target the right audiences, increasing engagement and ensuring relevant outreach.
Email KPIs
Open Rate: 26.82%
Conversion Rate: 7.79%
Sender: Buffy Wicks
Subject Line: 🏡 The rent is too damn high. Let’s fix it.
Preview Text: It’s time to fight like hell to lower rents and build more housing
Conversion Goal: Petition Signatures
Targeting: Full list
Open Rate: 25.81%
Conversion Rate: 4.84%
Sender: Buffy Wicks
Subject Line: Here are my priorities for 2025 — what are yours?
Preview Text: I’d love to hear from you before the February 21st deadline
Conversion Goal: Survey Responses
Targeting: Recipients who have shown activity in recent email messaging -
all time clickers
openers in the last 180 days
Open Rate: 27.78%
Avg. Donation: $106
Sender: Melissa Breach, Prosperity California
Subject Line: [Name], will you invest in Prosperity California before 12/31?
Preview Text: We’re excited to work alongside you to put the California dream within reach for EVERY Californian
Conversion Goal: Fundraising
Targeting: Recipients who are most likely to donate including -
emails ending in .gov
list members self-identified as elected officials
list members self-identified as donor prospects
Ad Placement
Only One
A/B Testing with Meta Ads
To maximize ad effectiveness, I conducted A/B tests using Meta’s dynamic creative feature. By analyzing ad variations, I optimized budget allocation toward the highest-performing creatives, improving engagement and conversion rates.
Targeting Strategy
I most commonly use geographic and interest-based targeting to reach the right audiences for Only One’s ad campaigns. By understanding audience segments and testing different targeting parameters, we ensure budget spending is allocated to the best performing ads.
Ad copy 1: 🚨 We are drowning in plastic. The big plastic industry wants us to believe burning plastics is the solution, but we know the truth — ❌🔥 plastic incineration releases toxic pollutants into the air we breathe. Join Only One and Mom’s Clean Air Force in telling congress to 🚫 say NO to burning plastics in America 🚫
Ad copy 2: 🚨 Big plastic has greenwashed the practice of incinerating plastic as “advanced recycling” to sell us on a cheap way out of the plastics crisis, but we know the truth — burning plastic pollutes our air with toxic chemicals. Join Only One and Mom’s Clean Air Force in telling congress that plastic incineration is not the solution. ❌🔥
A/B Test Results
Best Performing Ad Combination
Ad Creative 1 + Ad Copy 1
Budget: $750
Conversion goal: petition signatures
Targeting:
Geographic - nationwide (U.S.)
Interest-based - “pollution”, “environmentalism”, “recycling”, “parenting”
🚨 We are drowning in plastic. The big plastic industry wants us to believe burning plastics is the solution, but we know the truth — ❌🔥 plastic incineration releases toxic pollutants into the air we breathe. Join Only One and Mom’s Clean Air Force in telling congress to 🚫 say NO to burning plastics in America 🚫