Reimagining Us Weekly’s
Email STRATEGY
SEGMENTING THE AUDIENCE
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For the SWIFTIES
A proven audience identified during the Eras Tour; since its launch last year, the newsletter has grown to 170K subscribers and accumulated 350K+ page views.
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KUWTK KOLLECTIVE
Our strongest segment, even during quieter news cycles. This 90K-subscriber list consistently maintains a 7.3% CTR.
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Housewives Hive
One of Us Weekly’s largest digital segments. This franchise’s Us audience has grown into a powerhouse of 150K subscribers, receiving weekly newsletters and daily breaking news. This loyal fanbase simply can’t get enough!
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Bachelor Nation
The first segment, identified by Blake Morgan, sparked this initiative. Starting with 50K+ highly engaged users, it now drives over 30K weekly page views during the Bachelor season. What began as a simple newsletter has since evolved into a fully curated, end-to-end user lifecycle.
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DWTS Stans
Built around a complete user lifecycle, this 125K-subscriber newsletter achieves a 7% CTR during its highly anticipated season. Sustaining that performance even through off-season breaking news alerts.
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The Islanders
Leveraging the hype of Love Island USA season 7, we engaged fans in real time with a newsletter after each episode. The list quickly grew to 120K subscribers, with each send driving ~20K page views.
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For the Fashion-Forward
Formerly known as Us Stylish, this rebrand drove +1200% YoY growth. Cross-promotion between our commerce fashion newsletters and Star Style expanded the audience and boosted active engagement in this segment by over +50%.
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Bravoholics
Building on the success of our cult-following Real Housewives audience, we expanded into the broader Bravo segment, rapidly growing to 100K subscribers in just two months.
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SPORT LOVERS, IN & OUT OF THE GAME
Grew The Sideline Scoop newsletter 3x within its first 90 days; now reaching 265K subscribers and driving 50K+ monthly page views.
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Led email marketing strategy at Us Weekly, managing 55+ weekly campaigns to an audience of 500K+ subscribers. Founded and scaled the Expanded Efforts initiative, leveraging curated segmentation to deliver 400K+ monthly page views—now accounting for nearly 30% of all email-driven traffic.
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Recognized as a Possibilities Pioneer for spearheading Us Weekly’s Expanded Efforts program. By leveraging automation and aligning content with reader interests, I scaled the initiative 10X to drive 100K+ monthly page views, establishing a framework for sustainable, MoM growth.
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Spearheaded Amazon Prime Day email and onsite lightbox strategy, driving $2.3M in attributed sales, a 2.5x YoY increase, through targeted commerce messaging and optimized product placements.
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Optimized LiveIntent ad placements by repairing and updating HTML, and creating custom native formats with the LiveIntent team. Across McClatchy L&E brands, these improvements drove $8K+ in recurring monthly ad revenue.
“Amber’s innovative spirit, data-driven decision-making and adaptability embody the qualities of a Possibilities Pioneer.”