Case study · email & eDM

City of Darwin subscriber growth

I grew the council's Vibrant Darwin e-newsletter with an end-to-end acquisition campaign, a scannable creative, paid distribution on Meta, and a segmented capture page, sitting on a rebuilt, compliant email foundation.

+22%

YoY subscriber growth

$0.50

Cost per sign-up click

+321%

Campaign-quarter clicks

The problem

The council wanted to grow its Vibrant Darwin e-newsletter, but the old email setup was non-compliant and manual, and there was no coordinated path from public attention to a confirmed, segmented subscriber.

The campaign

I ran it as one connected flow: a creative that made signing up effortless, paid distribution to put it in front of Darwin residents, a capture page that sorted new subscribers by interest, and the email program that kept them engaged.

The creative

A "Be the first in the know" creative for digital screens and print, with a QR code that opened the sign-up page directly. No typing a URL, just scan and subscribe.

The paid distribution

A Meta campaign put the sign-up offer in front of the local audience and drove clicks to the capture page, tracked for cost efficiency.

$1,000 spend 234,656 impressions 38,101 reach 1,989 sign-up clicks $0.50 per result

The capture page

The destination: a subscribe page that captured the essentials and let people self-select interests across community life, environment, infrastructure, arts and culture, and business, so future sends could be segmented.

darwin.nt.gov.au

The email engagement

The payoff: the relaunched, compliant eDM program kept new subscribers engaged. Over the period, clicks rose 321% versus the prior 91 days, and clicks per unique open reached 14%.

City of Darwin email performance dashboard: 8,340 emails sent, 14% clicks per unique open up 9.1 percent, 295 clicks up 321 percent

8,340 emails sent 14% clicks / unique open +9.1% engagement 295 clicks +321% vs prior period

Result

+22%

Year-on-year subscriber growth. The paid campaign added 1,989 sign-up clicks at $0.50 each from a $1,000 spend, and the relaunched, compliant eDM program lifted campaign-quarter clicks by 321%.

What I did

Campaign strategy Paid social (Meta) Creative direction Landing & capture Audience segmentation Email compliance & automation