How to Create Kick Ass E-blasts
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The document provides guidelines for creating effective e-blasts to inform and mobilize constituents, focusing on narrative building and member empowerment. It outlines key principles, such as the importance of a compelling subject line, brevity, conversational tone, clear action prompts, and optimal timing for email distribution. The blueprint of an effective e-blast includes key elements like a strong opening, explanation of the problem, specific action requests, and minimal additional information to drive engagement.
How to Create Kick Ass E-blasts
- 1. You can do it. We can help.How to Create Kick Ass E-BlastsYour Hosts:Tex Dworkin - tex@globalexchange.orgZarahPatriana- zarah@globalexchange.org
- 2. Thanks to…Courage CampaignBlue State DigitalDemocracy for AmericaNew Organizing InstitutePCCC
- 3. What We’ll Talk About Today:Two Principles of email campaigns
- 4. Five Goals of effective online organizing
- 5. Seven keys to opening the minds of our members to take action
- 6. From Subject Line to Signature: blueprint of an effective email action
- 7. Q and A*What We Won’t Talk About Today: Metrics and measuringBut First…What is the difference between an an E-Newsletter and an E-Blast?E-Newsletter: A digest; aggregate of information. Picture our quarterly newsletter…electronified.E-Blast:Brief, concise email message that informs + mobilizes constituents around a specific topic or issue.
- 8. Today is all about the E-Blast
- 9. Two Core Principles:Build a narrative: tell a story in each email and from email-to-email in a campaignThink story arc (make Gunner proud!)
- 10. Each email is like a next chapter in a really good bookEmpower your members: Each email action is part of a larger ongoing dialogue with members that communicates a “Theory of Change.”
- 11. 5 GOALS OF EFFECTIVE ONLINE ORGANIZINGMessage Delivery: Develop an ongoing narrative that drives expectationsRecruitment: More members means more actionActivation: Use a “tiered engagement” strategyRetention: Build a community that binds members to the success of your organizationFundraising; Build a donor base that invests in your campaigns
- 12. The Seven Keys …To effective email campaigns that inspire your readers to take action.
- 13. The Seven Keys…#1: Communicate a “theory of change”.Q: What is a Theory of Change? A: A plausible way that the action you are asking people to take online will actually lead to real change.Ask Yourself 2 Things:Does my ‘ask’ match my campaign goals?Is my ‘ask’ something my constituents will want to do?Assess whether your message is: Clear?
- 14. Engaging?
- 15. Emotional? Don’t necessarily write in editorial/expert voice…write from personal approach
- 16. Empowering?
- 17. Urgent?The Seven Keys…#2: Effective subject lines open the “envelope”.Is your subject line…Vague or specific? Open rate vs. click rate Vague= teaser, higher open rate; Specific= more targeted, higher click through rateProvocative? Be creative, but don’t cry wolfConcise? Shorter is betterUrgent? If urgency is credible
- 18. Subject Line Things to RememberRemember…Context and timing mattersKeep to 30 characters or less if possibleWho sends email can affect what is good/badSend email from a person not a thing/use name
- 19. Subject Lines: The “Envelope” MattersThe GoodThe BadI agree with George W. Bush (Howard Dean) <who sent it>Beat Texas (CREDO Action) <timely>What you just saw (BarackObama.com) <timely>The McCain Update (McCain campaign)
- 20. Tell your senators to vote NO on S. 2191 (Eagle Forum)
- 21. Maryland GOP calls for end to new poll tax for absentee ballot voters (Maryland GOP) too long
- 22. Subject Line Epic FailsGreat Actions You Can Take First_Name!
- 23. TEST EMAIL—Update with Clay’s changes
- 24. January NewsletterThe Seven Keys…#3: Keep it short. But tell a story.Keep it shortPeople skim, so don’t write a long essay; (emails are not Op-Eds)
- 25. Short paragraphs; no more than 2-3 sentences
- 26. Should be readable at a glance; mobile worthyTell a storyBuild a narrative; longer only as exceptions and if compelling
- 27. Think of each email in a campaign as the “next chapter in a really good book”
- 28. But each email should stand on its ownThe Seven Keys…#4: Keep it conversational.Create a dialogue not a monologue. If you see a lot of “I”s, chances are good that it’s a monologue not a dialogueIt’s not about you or your organization
- 29. It’s about the person reading your email
- 30. Will the reader feel empowered to participate?
- 31. Think “You” and “We” vs. “I”
- 32. Exception: A personal plea/ask from a guest authorWrite a personal letter, NOT a newsletter Write to one person, not a group of people
- 33. Don’t be too formal; casual language is OK
- 34. Don’t be stale; have voices/personalitiesThe Seven Keys…#5: Empower your members to act.Never send an email without an actionNo action? Only link option for members is “unsubscribe”Some (low, medium and high barrier) action options:Sign a letter, petition, statement or thank you
- 35. “Like” your organization on Facebook
- 36. Watch and share a video
- 37. Give feedback/take a survey/submit a story
- 38. Make a donation
- 39. Tell-a-friend (Email, Facebook, Twitter, etc)
- 41. Write a letter to the editor
- 42. Sign up to volunteer
- 43. Attend/Host an eventThe Seven Keys…#6: Keep it Simple.One action link per emailAll links lead to the same landing pageMultiple actions lowers your response rateThe more links, the less click throughs)
- 45. Splits the return on each actionExceptionsThe P.S.: If you don’t care about response rate
- 46. One ask, but you give the reader multiple choicesExample: (from moveon.org)Charles, There isn’t one pundit or political observer who can deny it: with just 7 days left, our campaign has all the momentum in this race. Now we need to finish strong, and contact another 50,000 undecided voters in these closing days. I know we can do it – can you join us and make some calls from home?Yes! I can do a shift today – Tuesday!Yes! I can do a shift later this week!Sorry, can’t make calls – but I’ll chip in $5 or more to fund the campaign!Thanks for everything you do,Elaine Marshall
- 47. The Seven Keys…#7: Timing is everything.Weekday vs. weekend? Day vs. night? MorningSometimes it’s better to be first than be the best (“Olberman SUSPENDED”-PCCC)If you’re waiting 3 days for a policy expert to fact-check your brilliant email, you’re too late.Take advantage of bold movements and massive gaffesIf news breaks, don’t wait to take action
- 48. Blueprint of an Effective E-blastFrom Subject Line to Signature: the basic structure of an effective email action.
- 49. Blueprint of an Effective E-blast…#1: Strong, provocative openingFirst sentence: Short, compelling sentence that grabs the reader and sets up the action.
- 50. Should relate to subject line, grab readers attention, strike their imaginationExample: Lt. Dan Choi email to Courage members“In March, I went on Rachel Maddow’s show and spoke three truthful words: “I am gay.”
- 51. Blueprint of an Effective E-blast…#2: Explain the problem that needs solvingSecond (and third) paragraph(s): What’s wrong?Break down the problem as quickly as possible.
- 52. Set up the ask; explain why it’s important to take action
- 53. Only include background that is absolutely necessary.Example: Lt. Dan ChoiAs a result, the Army sent a letter discharging me on April 23. The letter is a slap in the face to me and the soldiers I have commanded. For the last decade, I have served under “Don’t Ask Don’t Tell” – an immoral policy that forces American soldiers to lie about their sexual orientation. Worse, it forces others to tolerate deception. As I learned at West Point, deception and lies poison a unit and cripple a fighting force.
- 54. Blueprint of an Effective E-blast…#3: The solution is the askNext paragraph: The “ask” Decide this first and shape email around it
- 55. The solution shouldn’t take more than one paragraph to explain. If it does, then reevaluate your Theory of Change.Example: Lt. Dan ChoiI need support now. Please ask President Obama not to fire me. Click here to watch my recent interview on Rachel Maddow’s show and sign the Courage Campaign’s petition asking the President to end the “Don’t Ask, Don’t Tell” policy: http://www.couragecampaign.org/DontFire Dan
- 56. Blueprint of an Effective E-blast…#4: The rest of the message…Additional paragraphs and links(if necessary)Only if necessary; gage by asking yourself “will it help readers decide to act?”
- 57. Same pitch, more background: more about the opposition, more about success, press, and/or momentum.Quote from a “legitimizer”Signoff and signature (could be a group)P.S.? Keep it short and to the point
- 58. Blueprint of an Effective E-blast…#5: Final TipsWrite drunk, edit sober (write provocatively but then edit; two sets of eyes rule)Read out loud for clarity and cadenceMinimal bolding helps skimming/scanning; easier on the eyes. Happy readers do more.Share successes relentlesslyMix it up to keep from getting stale or cookie cutter“Superfriends strategy”: Team up w/ allies (pick ones w/similar target audience and wide network)Easy on the !!!!!!!!!!Include at least 1 photo; less is more>loading time
- 59. Final Thoughts…What e-blasts worked in your experience? Always be thinking about what YOU like in an e-blast.
- 60. When was the last time you followed through on a call to action in an e-blast? Ask yourself what made you act. Bounce ideas/get editing help from TexYour goal: convey that you and the reader are on a journey togetherLess is more: you may have a lot to say, but if there is an overwhelmingly large amount going on, you’ll lose your audience and accomplish littleAim for clean and organized; it puts the reader at ease and thus more likely to actE-blast sample: Dan Noi’s ring
- 61. GXE-blast HousekeepingDon’t Forget Text Only E-blastsSend test blasts in html AND plain textReference e-blast in cueTwo pair of eyes, it’s the law (of GX)
- 62. Q and A Time!