Best Practices:
Improving email response rates
Jason Meyers
Email is still The KingDespite the hype for Social Media, the
“killer app” is still good ol’ email.
Source: Datran Media - 2010 Marketing and Media Survey
What advertising channels performed the strongest for your company in 2009?
Declining Response
0%
5%
10%
15%
20%
Open Click Action
4.0%4.6%
14.6%
4.5%5.5%
16.0%
4.8%6.3%
17.0%
2007 2008 2009
Source: 2009 NTEN eNonprofit Benchmark Study
advocacy emails
Engaging Action Alerts
• Part I - Content
• Part II - Timing
• Part III - Your List
• Part IV - Tactics
Part I - Contentwhat to say
A letter to a friend
Facts are fine, but email is about emotion
• Anger
• Fear
• Egotism
• Self Interest
• Compassion
• Connection
• Hope
• Love
Anatomy of an Email
• In order to be effective, you must convey both Crisis and Opportunity in your email
• E.g. The government has introduced legislation harmful to our cause (Crisis), but the opposition parties can defeat it (Opportunity)
Credit: Ben Brandzel
Find the “CRISISTUNITY” in your campaign
Anatomy of an Email
• A chain of events that begin with your supporter
• Answer “Why me? Why now?”
• E.g. The Government has introduced legislation harmful to our cause (Crisis), but the opposition parties can defeat it (Opportunity), but only if they get pressure from you and me (RFTOC)
Credit: Ben Brandzel
Develop a “READER FOCUSED THEORY OF CHANGE”
Anatomy of an Email
• The ASK is the actual action that starts the RFTOC
• E.g. Write a letter to the opposition party leaders
• Most important...
Credit: Ben Brandzel
Have a specific and focused “ASK”
There can be only one.
Anatomy of an Email
• Some people will automatically be “with you” after the first few lines, while others will need more information to be convinced
• Address any weaknesses in your argument
• Good practice to site news articles and other outside sources of info
• Provide another link after the supporting information
Credit: Ben Brandzel
Detail “SUPPORTING INFORMATION”
Anatomy of an Email
• If “supporting information” appeals to logic, the “movement story” appeals to emotion
• Describe “what is really going on” – e.g. "this is about ordinary people taking back our democracy”
• Describe “what we are doing” - e.g. "we're building a network strong enough to get our message heard"
• Describe the world we are trying to create – e.g. "together we can ensure no child goes to bed hungry"
Credit: Ben Brandzel
Provide a “MOVEMENT STORY”
Part 2 - Timingwhen to send
The moment of relevance• Watch the media
• Watch your web stats and search queries
• Watch twitter trending topics
“enough is enough”
Part 3 - Your Listwho to send to
This isn’t about you
“Help me, help you!”
Segmentation
• Stated interests
• Issue of previous action
• Recency of action
• Number of actions
• Donation history
• Geography
• Their riding/MP
• Customization of letters
• First contact
• Other socio-economic criteria
Part 4 - Tacticstips to maximize response
Email similar to landing page
Credit: FairSay
Auto-populate
Credit: FairSay
The Ladder of Engagement
Credit: FairSay
Ensure your emails are recognizable when they arrive
Credit: FairSay
Easily scannable in preview pane of email software
Credit: FairSay
Keep the formatting simple
Credit: FairSay
Tell the story with images
Credit: FairSay
Links to action
Credit: FairSay
“A big red button”
16%
3%
20%
52%
9%
Personalize when possible
Summary• Remember you are dealing with real people who have
complex, personal emotional ties to your issue
• Send email when it makes sense, not on some artificial schedule
• Create an email you would want to read
• Reduce the barriers to action
• Do your own benchmarking and track effectiveness over time
• Remember what you are fighting for
Jason [email protected]
fivestones.catwitter.com/jasonmeyers
Special thanks to Duane Raymond and FairSayfor the use of Tactics slide material
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