Essentials in Creating an Email Campaign
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Transcript of Essentials in Creating an Email Campaign
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Essentials for Email CampaigningUsing the Right Words, Images and
Strategies to Engage Your Supporters
Partner Logo
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Goals for today…
• Learn how to get people to take action• Increase your open and conversation rates• Improve your design and formatting• Incorporate social media sharing
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Planning Your Campaign
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What are your goals?
• Before starting a campaign, determine your endgame:– Influence policy?– Grow your list?– Get media attention?– Educate supporters?– Bring people together?
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What is your ask?
• Determine your specific ask based on what will help meet your goals
• Don’t waste people’s time – make the ask worth their time
• Why does this matter?
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Expand Your Audience
• Reach larger and more diverse base than you would by only promoting among your own supporters
• Multiple organizations supporting one petition• Target organizations with different
demographics• Strange Bedfellows = Good Allies
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Example: Free Speech for People
• Coordinates many actions with partner organizations with similar interests
• Both groups benefit from gaining more supporters
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Example: Save the Internet
• Bipartisan legislation can create bedfellows with a different political or social leaning
• Makes great press and reaches a new audience
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Capture the Moment
• Make your ask timely so that policy-makers and supporters pay attention
• Coordinate with external events• Illustrate how your issue impacts their daily
lives
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Example: Global Zero had less than two months to ensure there was enough public pressure to support this initiative in the European Parliament
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Communicating Your Message
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Start Where People Are
• Move away from the language you use internally
• Explain your message clearly• Present a concise explanation
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Create Urgency
• All actions must have a deadline• Convey to supporters “If you don’t take
action now, something bad will happen”
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Surprise Me!
• Tell me something I don’t already know• Avoid repeating familiar rhetoric• Create a “facepalm” moment• Make it emotional
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Open me!
• Great subject lines are: – Short– Direct/Actionable– Intriguing– Controversial– Timely
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Open me!
• Boehner wants you to delete this message• A little privacy, please?• One gun owner’s message to the NRA• You are not alone• Did you get this?• Share this with everyone you know• Tell Lansing: Don’t trade away our health• Unbelievable!
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Clear Win or Lose
• Communicate your goals• If people don’t know what the result of their
action will be, they won’t take action
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Create Competition
• People like competition• Incorporate voting to generate user
feedback• Let people personalize their vote, actions
or how well they are doing
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Images, Not Just Words
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Keep Up the Momentum
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Send Follow Ups
• After your initial message, send follow up messages if someone: – Did not open the message– Opened the message, but didn’t act– Opened the message and acted
(yes, that means everybody)
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Sharing
• Incorporate social media sharing wherever you can
• Use sharing features in your email platform to encourage people to take action
• Use addthis.com or sharethis.com to share email and web pages with little effort
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Report Back
• Share your results: send out the results of your campaign
• Provide additional actions for previous action-takers
• Encourage people to share links on social media sites
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