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2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
2b Increase email response rates AO community conference
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2b Increase email response rates AO community conference

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  • 1. Best Practices: Improving email response rates Jason Meyers
  • 2. Email is still The King Despite the hype for Social Media, the “killer app” is still good ol’ email. What advertising channels performed the strongest for your company in 2009? Source: Datran Media - 2010 Marketing and Media Survey
  • 3. Declining Response advocacy emails 2007 2008 2009 20% 17.0% 16.0% 14.6% 15% 10% 6.3% 5.5% 4.8% 4.5% 4.6% 5% 4.0% 0% Open Click Action Source: 2009 NTEN eNonprofit Benchmark Study
  • 4. Engaging Action Alerts • Part I - Content • Part II - Timing • Part III - Your List • Part IV - Tactics
  • 5. Part I - Content what to say
  • 6. A letter to a friend
  • 7. Facts are fine, but email is about emotion • Anger • Compassion • Fear • Connection • Egotism • Hope • Self Interest • Love
  • 8. Anatomy of an Email Find the “CRISISTUNITY” in your campaign • 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
  • 9. Anatomy of an Email Develop a “READER FOCUSED THEORY OF CHANGE” • 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
  • 10. Anatomy of an Email Have a specific and focused “ASK” • 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
  • 11. There can be only one.
  • 12. Anatomy of an Email Detail “SUPPORTING INFORMATION” • 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
  • 13. Anatomy of an Email Provide a “MOVEMENT STORY” • 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
  • 14. Part 2 - Timing when to send
  • 15. The moment of relevance • Watch the media • Watch your web stats and search queries • Watch twitter trending topics
  • 16. “enough is enough”
  • 17. Part 3 - Your List who to send to
  • 18. This isn’t about you “Help me, help you!”
  • 19. Segmentation • Stated interests • Geography • Issue of previous action • Their riding/MP • Recency of action • Customization of letters • Number of actions • First contact • Donation history • Other socio-economic criteria
  • 20. Part 4 - Tactics tips to maximize response
  • 21. Email similar to landing page Credit: FairSay
  • 22. Auto-populate Credit: FairSay
  • 23. The Ladder of Engagement Credit: FairSay
  • 24. Ensure your emails are recognizable when they arrive Credit: FairSay
  • 25. Easily scannable in preview pane of email software Credit: FairSay
  • 26. Keep the formatting simple Credit: FairSay
  • 27. Tell the story with images Credit: FairSay
  • 28. Links to action Credit: FairSay
  • 29. “A big red button” 16% 3% 20% 52% 9%
  • 30. Personalize when possible
  • 31. 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
  • 32. Jason Meyers jason@fivestones.ca fivestones.ca twitter.com/jasonmeyers Special thanks to Duane Raymond and FairSay for the use of Tactics slide material

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