Three weekly sends, end to end
Planned the calendar, wrote and built the emails, created multiple newsletter layouts, segmented the audience, tested subject lines, watched deliverability, and reported on performance.
38% opens · 10% CTRCase study · TaxQuotes / TaxStache · 2025–2026
Made tax content feel less like tax content.
For one year, I ran three weekly newsletters, the SEO calendar, social, paid ads, site tools, downloads, segmentation, deliverability, and analytics. I also wrote 250 articles and grew the email list to more than 12,000 active subscribers.
EmailSEOSocialPaid mediaToolsAnalytics
12K+Active subscribers
3×/weekNewsletters managed
250Articles in one year
$0.30Meta CPC for 3 months
38%Average open rate
10%Email CTR
One send, under the microscope
Specific problem. Useful next step.
This issue targeted small-business and S-Corp owners with a narrow financial problem instead of sending generic tax education to everyone.
57%Open rate
13.2%Click-through rate
11,438Segment subscribers
01
Segment around the audience, not the calendar.The send went to the small-business segment and opened on the S-Corp salary question they were already trying to solve.
02
Teach enough to earn the click.Three short article angles gave immediate value without turning the email into a textbook.
03
Make the CTA genuinely useful.The “Goldilocks” salary worksheet gave readers a practical reason to take the next step and drove the majority of clicks.
Related editorial concept · small business finance
Cash Flow and Irregular Income
A banking-adjacent content sample built around the real decisions small businesses face: forecasting cash timing, setting reserves, tightening collections, stress-testing slow periods, and evaluating credit before a gap becomes an emergency.
Portfolio editorial concept rather than a claim of published TaxStache performance.
What I owned
One role. A lot of moving parts.
I was not handing pieces off and waiting for them to come back. I was running the editorial system from idea to send, publish, report, and next test.
250 articles in one year
Wrote and managed search-led tax content across IRS relief, filing, deductions, forms, legislation, and evergreen questions while maintaining a high publishing cadence.
+25% first-page ranking liftBuilt the creative and ran the channel
Turned long-form research into social-first posts, managed the publishing rhythm, and created a Meta ad that held a $0.30 CPC for three months.
+30% cross-platform engagementMade tax pages easier to use
Designed several site tools and reference experiences that turned dense tax rules into visual, scannable answers people could actually navigate.
Tools · guides · reference UXKept the list healthy while it grew
Managed segmentation, re-engagement, list quality, analytics, deliverability, and ongoing optimization across a list that grew to more than 12,000 active subscribers.
Audience growth with guardrailsBuilt the next useful step
Created checklists, guides, downloadable assets, landing-page paths, and reporting that connected content performance to subscriber growth and conversion.
1.2% → 3.5% visitor-to-subscriberSite work
Not just articles. Useful things.
The screenshots here show the range. I worked on editorial pages, large reference guides, tax-form tools, and the homepage experience around the newsletter itself.
Editorial + brand voice
The IRS Snooze Button
A technical tax-relief topic, written and packaged like something a normal person might willingly read. This was the editorial sweet spot: clear, useful, and still unmistakably TaxStache.
View live article ↗
Interactive guide + information design
OBBBA Explained
A huge tax-law change broken into sections people could jump through without reading a wall of legalese. The structure did as much work as the copy.
View live guide ↗
Reference tool + UX
Forms and Notices Library
Designed to answer the question people actually have when an IRS form lands in front of them. The page combines a visual breakdown, plain-English guidance, and a persistent reference menu.
View live library ↗Homepage + newsletter funnel
Earn it, keep it
The homepage had one job: make the brand feel approachable, give the newsletter a clear reason to exist, and turn interest into a subscriber without overexplaining.
Visit TaxStache ↗Social + paid
3 weekly
Newsletters managed 100% by me
Planning, copy, build, segmentation, scheduling, QA, analytics, and iteration lived in one workflow, which made it easier to move fast without losing the thread.
12K+
Active subscribers
Built the list while keeping a close eye on engagement and deliverability instead of treating raw list size as the only goal.
38% / 10%
Open rate and click-through rate
Subject lines, segmentation, useful content, and a distinct voice helped the newsletter earn attention in a category people usually avoid.
2.9×
Visitor-to-subscriber conversion
Lead-capture improvements moved organic visitor conversion from 1.2% to 3.5% within six months.
40%
Faster production turnaround
AI-assisted research and editorial workflows handled repetitive work faster, while judgment, fact checking, and voice stayed human.
Long-form assets
Content that could leave the browser.
I also built downloadable assets that turned the same research into practical resources people could save, use, and share.
Guides
Tax Season Prep
Checklists and filing resources built to turn a stressful process into a clear next step.
Research-driven downloadsThe Big Book of Missing Money
A dense set of deductions repackaged into something skimmable, useful, and very on-brand.
Lead magnetsSubscriber growth assets
Downloadable resources, landing pages, and calls to action designed to give readers a reason to join the list.
The short version