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EMAIL CAMPAIGNING

Presented by Lauren Miller, Elizabeth Warren for MA

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INTRODUCTIONS

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You

Norms

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FOLLOWING THE LAWELECTIONS.NEWORGANIZING.COM

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FOLLOWING THE LAW

WWW.AFJ.ORG

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Presenter:

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Lauren Miller

New Media Director

Elizabeth Warren for MA@laurenm

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OBJECTIVE

Learn best practices, tips & tricks to write awesome emails and run an excellent email program.

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AGENDA

Why email is importantTheory of changeBasic structure of an email10 tips for better emailsQuestions

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• Enhance what you’re doing offline• Quick, cost effective communications

to supporters• Rapid response to breaking news• Activate and empower your members• Raise money

WHAT CAN EMAIL DO FOR YOU?

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• Email is part of a larger communications strategy

• It’s about telling a story over time• Plan ahead• Email is results driven

A FEW KEY PRINCIPLES

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THEORY OF CHANGE

A cause-and-effect sequence that begins with something the reader can tangibly do and ends with the resolution of the moment.

OR

How does the action you are asking your supporters to take lead to the change you want to see?

Key: authentic and plausible.

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THEORY OF CHANGE

#1: College football won't have a true national champion until there is a playoff system. Sign our petition to demand a playoff.

Theory of Change: MISSING

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#2: Wisconsin Gov. Scott Walker is pursuing a radical anti-worker agenda. Call his office and tell him to stop.

THEORY OF CHANGE

THEORY OF CHANGE: IMPLAUSIBLE

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› #3: Puppy mills are more concerned with their bottom line than the health and well being of the dogs in their care. Americans for Puppies Everywhere is rallying day and night to stop them. Contribute now to keep us going.

Theory of Change: TRUST ME

THEORY OF CHANGE

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OK, ENOUGH TALK.HOW DO I WRITE AN EMAIL?

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• 1st Sentence: Attention Grabber

• Try to keep it to one sentence -- one line, if possible

BASIC EMAIL STRUCTURE

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• 2nd Sentence/Paragraph: Summary of why you’re sending the email

• Don’t include too many details, facts, quotes, etc -- that’s what the rest of the email is for

BASIC EMAIL STRUCTURE

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• 3rd-4th Paragraph: Take Action

• Explain what you want people to do

• Remember to explain your theory of change

• LINK (before the fold)

BASIC EMAIL STRUCTURE

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• Links should be stand-alone links (not as part of another paragraph)

• Should you use hyperlink text or written-out url’s? It depends.

• Don’t just have picture links

BASIC EMAIL STRUCTURE

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• After the First Link (if needed)

• 2-4 paragraphs with more background information, blockquotes, details, etc.

• Another explanation of why it’s so important for people to take action, and another link.

• Repeat if necessary

BASIC EMAIL STRUCTURE

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SO HOW OFTEN CAN I SEND THESE AWESOME EMAILS?

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WELL, IT DEPENDS….How often do you have something urgent, important and interesting to say?

Quarterly Monthly Weekly

TYPICAL

Daily

Probably too much

Almost certainly too

little

Credit: Idealware

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10 TIPS FORBETTER EMAILS

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1. KEEP IT SHORT

• People don’t want to read a long essay. They’re skimming what you write.

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2. THINK ABOUT YOUR SUBJECT LINEIt’s the most important part of your email.

Be concise (5-7 words)

Grab attention, but don’t cry wolf

Be creative & mix it up

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GOOD SUBJECT LINES

• Reality 2, Bush 0 (John Kerry)• I agree with George W. Bush (Howard Dean)• Did you get my email?

(MoveOn.org)• I have a confession to

make (Courage Campaign)

• Spill baby spill (Brave New Foundation)

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• The McCain Update (John McCain)• Tell your Senators to • vote NO on S. 2191 (Eagle Forum)• Urgent FEC Deadline (Mitch McConnell)• Maryland GOP Calls

for end to new poll tax for absentee voters (Maryland GOP)

BAD SUBJECT LINES

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3. KEEP IT CONVERSATIONALHow do you sound

when you write an email to coworkers?

• Snarky is ok. A formal letter isn’t.

• Have voices, personalities in your emails. It keeps things from getting stale.

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4. NEVER SEND AN EMAIL WITHOUT AN ACTION…

All people can do is unsubscribe.

Sign a petition

Write a letter

Tell a friend

Watch a video

Call Congress

Make a donation

Give us your feedback

Attend an event

Remember your theory of change!

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4. NEVER SEND AN EMAIL WITHOUT AN ACTION…

…But try not to have more than one action per email. Don’t confuse people.

• Multiple actions/links overwhelm people • Splits the returns of your action• Better solution: Daisy-chain your actions• Exception: PS Message

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5. ASK PEOPLE WHAT THEY WANT Surveys are good for

you and your list

• Find out who your audience is, what they’re interested in

• Solicit new ideas without hiring a new staff member

• Make your supporters feel like they’re a part of the team

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6. TREAT NEW SUPPORTERS DIFFERENTLY

Make a good first impression.• Send an introduction/auto-response email, describing the

group/org and what they can do • Trying to raise money? Don’t ask immediately – but don’t

wait too long to ask

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7. USE IMAGES SPARINGLY & AVOID FANCY FORMATTING

Don’t use images just for the sake of using images.

• Simple buttons that clearly explain the action can help action rates• Compelling images can help grab attention• Don’t hold up your email just for an image• Don’t make your whole email an image

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8. TIMING IS EVERYTHING Sometimes it’s better to be the first than be the

best

• General wisdom: Tuesday Thursday late morning send best• More important: Getting an email out when news breaks, something happens• If you’re waiting 3 days for policy experts to fact-check your brilliant email, you’re too late.

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9. CHECKLIST YOUR EMAILSOne bad mistake will ruin your otherwise

excellent email

• Ask someone who didn’t write it to proofread it• Ask someone to look at a test

message to read every sentence, click every link, and take every action.

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10. TESTING AND SEGMENT

Test:

• Sender: name/format • Subject lines: long/short, punchy,

snarky, questions, current events themed, “invite” or “video”

• Time of day (tough to implement)• Images: yes/no, upper right vs.

across, header or no header, simple vs. artistic, colors, language

• Email length: full email vs. up to 1st link

• Link style: hyperlinked text vs. urls• Landing pages

Segment:

• Donors/non-donors• Highest previous contribution• Geography (including stories)• Past actions• Signup date• Whatever info you’ve got!

Figure out best for your own list

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QUESTIONS?

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WWW.NEWORGANIZING.COM/TOOLBOX