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engaging your community - how to build a huge email list


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engaging your community - how to build a huge email list

  1. 1. Engaging Your Community: Emerging Best Practices August 29, 2007
  2. 2. "[The Dean campaign's] emails spawned much more organizing and raised much more money than the Dean blog did... It's just a numbers thing: not all 600,000 Dean email subscribers visited the blog every day. But they did check their email everyday." Zack Exley, 12/21/04
  3. 3. Massive email communities <ul><li>American Family Association 3,246,532 </li></ul><ul><li>MoveOn 3,200,000 </li></ul><ul><li>ONE 2,421,838 </li></ul><ul><li>Hillary Clinton 1,000,000 Kerry had 250,000 at this point in ‘04 </li></ul><ul><li>Al Gore 500,000 </li></ul><ul><li>Wake Up Wal-Mart 381,696 </li></ul>
  4. 4. Most online marketing is viral, unpredictable, and hit-or-miss. Good e-mail marketing is predictable, with a steady revenue stream. (But you have to be viral to get the list.)
  5. 5. <ul><li>500,000 x $0.25 x 2 x 12 </li></ul><ul><li>= $3,000,000 / year </li></ul><ul><li>= $6 per member / year </li></ul>
  6. 6. Conservative audience Self-identifies with your cause; supports your issue Member of your Organization Donor / Super Activist Lower the barriers to entry Get Their Email Here!
  7. 7. Tap into a responsive chord. Start a petition on a big issue.
  8. 8. Splash pages can more than double signups.
  9. 9. Be creative. Set up contests & online events that drive media coverage and buzz.
  10. 10. Offer incentives to sign up. At $6/year, it’s worth it.
  11. 11. Create a sense of energy and momentum. Empower your community to meet a big goal. <ul><li>Romney campaign goal: 24,000 supporters in 24 hours </li></ul>
  12. 12. All of these successful examples create low barriers to entry, create the sense that the activist is joining something big and special, and offer a clear value proposition for signing up.
  13. 13. <ul><li>Are you… </li></ul><ul><li>Emailing constituents who have contacted your office with regular updates? </li></ul><ul><li>Collecting email in every medium (town halls, rallies, events, phones)? </li></ul><ul><li>Matching emails on existing members? </li></ul>
  14. 14. What to do with a list? <ul><li>Inform </li></ul><ul><li>Engage </li></ul><ul><li>Mobilize </li></ul><ul><li>Fundraise </li></ul>
  15. 15. <ul><li>Press </li></ul><ul><li>Releases </li></ul>
  16. 16. <ul><li>Too much email </li></ul><ul><li>People aren’t as immersed as you are. Sending news clips daily to casual users will kill the list. </li></ul><ul><li>Too little email </li></ul><ul><li>Long email silences can cause supporters to lose interest and forget why they subscribed. </li></ul>Rule of thumb Only send when you have something important to say. Once a week is plenty!
  17. 17. Getting great open rates <ul><li>(First, build your list organically) </li></ul><ul><li>Key factors: Sender, subject line, timing </li></ul><ul><li>Subject line more important than copy </li></ul>
  18. 18. Good subject lines <ul><li>Short, provocative, intriguing, highly topical </li></ul>Off the Record You’re Invited Impeachment? Disgraceful Fraud and Intimidation FW: Getting It Done
  19. 19. Fundraising success <ul><li>Urgency – tied to actual events </li></ul><ul><li>Goals & deadlines </li></ul><ul><li>Recurring donations </li></ul><ul><li>Don’t be shy about ASKING </li></ul>