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Beth Lowell and Georgia Warren, Blue State Digital

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Beth Lowell and Georgia Warren, Blue State Digital

  1. 1. Email for action!Blue State DigitalBeth Lowell and Georgia Warren, Digital Communications Strategists © 2011 Blue State Digital |State Digital and Confidential Confidential © 2011 Blue Proprietary | Proprietary and 1
  2. 2. We do digital comms for these people: © 2011 Blue State Digital | Proprietary and Confidential 2
  3. 3. One strategy underpins them all… W E DRIVE Meas urable Re sults … and email is still the biggest BY ins piring driver of online & eng aging action pe ople. © 2011 Blue State Digital | Proprietary and Confidential 3
  4. 4. A few fundamentals E M A IL IS P A R T O F YO U R L A R G E RC O M M U N IC A T IO N S S T R A T E G YIt c a n e n h a n c e t h e w o r k y o u ’ r e d o in g o f f lin eEMAIL IS ABOUT TELLING YOUR SUPPORTERS A STORYF o llo w e d o v e r t im e , t h is n a r r a t iv e s h o u lde ng a g e a nd e mp o w e r the mPLAN YOUR EMAIL CALENDAR AHEAD OF TIMEB u t r e m e m b e r t h a t e m a il is a b r illia n t lys p e e d y w a y to b re a k ne w sEMAIL IS RESULTS-DRIVEN © 2011 Blue State Digital | Proprietary and Confidential 4
  5. 5. Our top 5 tipsfor effective email © 2011 Blue State Digital | Proprietary and Confidential 5
  6. 6. 1. The golden rule of email An email should always contain one c a l l - t o - a c t io n ( A v o id e- n e w s le t t e r s !) © 2011 Blue State Digital | Proprietary and Confidential 6
  7. 7. 2. Be authentic Send from a real person, use an informal tone and be transparent about your purpose © 2011 Blue State Digital | Proprietary and Confidential 7
  8. 8. 3. Segment your lists Show your supporters you know who they are, what they’ve done and what’s relevant to them – they’re less likely to unsubscribe. © 2011 Blue State Digital | Proprietary and Confidential 8
  9. 9. 4. Test, test, test! • SUBJECT LINES • SALUTATIONS • CALLS TO ACTION • GRAPHICS / IMAGES SENDER NAME • TIME AND DAY OF SEND © 2011 Blue State Digital | Proprietary and Confidential 9
  10. 10. 5. Check *everything* © 2011 Blue State Digital | Proprietary and Confidential 10
  11. 11. Thanks © 2011 Blue State Digital |State Digital and Confidential Confidential © 2011 Blue Proprietary | Proprietary and 11

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