5. Basic structure of an email
1st sentence: Attention
grabber
Try to keep it to one
sentence. One line if
possible.
6. Basic structure of an email
2nd paragraph:
Summary. Why are you
sending this email?
Avoid too many facts,
figures. Thatâs what the
rest of the email is for.
7. Basic structure of an email
3rd-4th paragraph: Take
Action.
What do you want
people to do?
What is the theory of
change?
8. Basic structure of an email
Links
Stand-alone (separate
from paragraphs)
Should you hyperlink
text or write out urls? It
depends
Donât just use picture
links
9. Basic structure of an email
After the link
2-4 more paragraphs
with background info,
quotes, bullets, etc.
Repeat your theory of
change, action, link
11. 1. Keep it short.
People donât want to read a long essay.
12. 2. Think about your subject line.
Be concise (5-7 words)
Grab attention, but
donât cry wolf
Be creative
Donât be too wonky
13. Good Subject Lines
Can I dial you in? (DCCC)
For your eyes only (YES to
Fairer Votes)
I agree with George W.
Bush (Howard Dean)
Missing you (Kiva.org)
Weâre 54.7% sureâŚ
(Families USA)
Spill baby spill (Brave New
Films)
14. Bad Subject Lines
The ____ Update
June 2011 Newsletter
Tell your Senators to
vote no on S. 2191
Urgent FEC Deadline
Maryland GOP Calls for
End to New Poll Tex for
Absentee Ballot Voters
15. 3. Keep it conversational.
Snarky is ok. A formal
letter isnât.
Have voices,
personalities in your
email.
16. 4. Never send an email without
an actionâŚ
All you can do is unsubscribe.
Sign a petition
Write a letter
Tell a friend
Watch a video
Follow us on Facebook or
Twitter
Call Congress
Make a donation
Share your story
Give us your feedback
Attend an event
17. 4b âŚBut donât ask people to do a
million things.
Multiple actions
confuse/overwhelm
Splits the returns of
your actions
Better solution:
Segmentation & Daisy
Chain
18. 5. Ask people what they want.
Find out more
about your list
Solicit new ideas
Make your
members feel
like theyâre part
of the team
Surveys are good for you and your list.
19. 6. Treat new supporters differently.
Send an intro message describing your org & what
youâll be asking them to do.
Donât ask for money â but donât wait too long.
Make a good first impression.
20. 7. Keep formatting simple.
Use images sparingly.
Compelling buttons can
help action rates
Most donât matter
Donât hold up an email
for an image
Donât make your whole
email an image
21. 7. Keep formatting simple.
Avoid fancy formatting.
You are not
writing direct
mail
Fancy
formatting
distracts from
links
22. 8. Timing is everything.
Sometimes itâs better to be the
1st than to be the best.
General wisdom:
Tuesday-Thursday late
morning
In reality: Whenever
something urgent
happens
23. 9. Checklist your emails.
One bad mistake can ruin your
email.
Ask someone who didnât
write it to proofread it
Ask someone to click every
link & take every action
24. 10. Test & Segment Your emails
Tests:
Sender name/format
Subject lines
Time of day
Images (including
headers)
Length
Links
Landing pages
Segments:
Geography
Donation history
Past actions taken
Signup date
Whatever youâve got
Hinweis der Redaktion
Introduce the topics you will cover in your presentation
Introduce the topics you will cover in your presentation