This document discusses email strategies for digital communications. It is from Blue State Digital, a firm that provides digital communications services. The document outlines that email is still a major driver of online action. It then provides some fundamentals of email strategy, such as integrating email into the larger communications strategy and using email to tell supporters a story over time. The document concludes by listing some tips for effective email, including having a clear call to action, being authentic, segmenting lists, testing elements, and thoroughly checking emails.

1. Email for action!
Blue State Digital
Beth Lowell and Georgia Warren, Digital Communications Strategists
© 2011 Blue State Digital |State Digital and Confidential Confidential
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2. We do digital comms for these people:
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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.
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4. A few fundamentals
E M A IL IS P A R T O F YO U R L A R G E R
C O M M U N IC A T IO N S S T R A T E G Y
It 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 e
EMAIL IS ABOUT TELLING YOUR SUPPORTERS A STORY
F 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 ld
e ng a g e a nd e mp o w e r the m
PLAN YOUR EMAIL CALENDAR AHEAD OF TIME
B 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 ly
s p e e d y w a y to b re a k ne w s
EMAIL IS RESULTS-DRIVEN © 2011 Blue State Digital | Proprietary and Confidential 4

5. Our top 5 tips
for effective email
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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 !)
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7. 2. Be authentic
Send from a real
person, use an
informal tone and be
transparent about
your purpose
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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.
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9. 4. Test, test, test!
• SUBJECT LINES
• SALUTATIONS
• CALLS TO ACTION
• GRAPHICS / IMAGES SENDER
NAME
• TIME AND DAY OF SEND
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10. 5. Check *everything*
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11. Thanks
© 2011 Blue State Digital |State Digital and Confidential Confidential
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