SlideShare a Scribd company logo
How to turn down
 the suck on your
      email.
A presentation on advocacy email

   Lisa Lewis - @lovedbylisa
Roadmap


• Online Fundraising
• Advocacy Messages
• Best Practices
30,000 foot view



• There is no silver bullet.
• You are not your audience.
• Self-medication is key.
• Bet small, then bet big.
Overall Email
       Tactics

• Subject lines matter.
 • http://slidesha.re/KEwBCA
• If it was important enough for
 a first message, it’s probably
 important enough for a resend.
What does Mises know
   about successful
            email?
The Human Action Model:
 1.Uneasiness
 2.Vision of a better state
 3.Belief that your behavior can
   lead to the better state
 http://mises.org/humanaction/ch
   ap1sec2.asp
Online
Fundraising
What does Romney
 want you to do?
Without Images...
What does Obama want
     you to do?
Why does this work?
Advocacy Messages
How to make the
pivot into advocacy
Here’s the
      CliffsNotes
• Communicate with a purpose.
• Tell them what they need to
 do, and how to do it.
• Test everything.
• Think benefits, not features.
Questions?
     Lisa Lewis
lovedbylisa@gmail.com

    @lovedbylisa

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Turn down the suck on your email

Editor's Notes

  1. - First things first: there is no silver bullet. “best practices” are 95% subjective and based on your audience. we’re all experts in our own craft. - However, figuring out a self-diagnosis is key--you need to know what needs the most help first before you start experimenting. Look at the gaps between your open, clickthrough, and action rates. Where are the most significant gaps? Start working there first. - Test the shit out of your email. First you’ve gotta create your hypothesis. Then test it with strong examples of the “yes” result and the “no” result. Then take your result and scale it up.
  2. 1. Uneasiness 2. Vision of a better state 3. Belief that you can get there 4. Action item - donate Focus on you - benefits, your contribution
  3. This message had a subject line of Urgent Action: Congress to Vote on Drilling, which garnered a decent but not spectacular open rate, but the kicker is that this message had a 13.3% ACTION rate. Meaning that of the people who opened it, 70% not only clicked through but completed the action.