Introduction
Email might seem like an archaic way of reaching out to supporters in the age of artificial intelligence and social media. Email is still king, however, and campaigns that lack a sophisticated email strategy miss out on one of the most reliable avenues for organizing and mobilizing their supporters.
Avoiding both the algorithms of social media and the whims and interests of the editorial board at media companies, email allows you to reach out directly to your supporters. No gatekeepers: it’s just you and them.
As in any form of communication, however, your success in mobilizing people depends not just on what you say but on how you say it.
Four Guiding Principles
1. One Call to Action
Emails should mobilize people. You’re not informing them, and you certainly aren’t persuading them. These supporters are on your email list for a reason: they want to act and contribute!
Before you write to them, therefore, have a clear idea of what it is that you want from them:
- petition signatures,
- volunteer sign-ups,
- donations.
If there are several things you would like to ask of your supporters, write them separate emails!
2. Why this? – Stress to supporters what is at stake
Supporters must know that you are mobilizing them for something important. But they do not live in the same informational, social, and political bubble as you.
Use accessible language to explain the campaign, the election, and the actions that you would like your supporters to take. Explain what is at stake!
3. Why me? / Reader-Focused Theory of Change
It’s your job to break the big and difficult task of winning an election or creating a successful campaign into bite-size tasks: ones that supporters can realistically help you with.
Give your supporters a role in the campaign, a way to work towards the change they want to see.
People are sick of only being asked to vote every few years; the problems we face are simply too great. People want to help, so give them a role.
4. Why Now – Sense of Urgency
Once you’ve made clear what is at stake and how your supporters can help, create a sense of urgency. Readers of your email must understand why they have to act now and not later.
Supporters are busy, bombarded by a thousand demands on their time and attention. Let them know why this cannot wait.
Example Email
Subject lines
The only purpose served by the subject line is to encourage people to open your email. An email that isn’t opened, won’t lead to engagement. Be ruthless and goal oriented: use A/B tests.
Experiment
The sender name, subject line, and preview test are the only info people have when deciding if they should open your email. Experiment and see what leads to the highest open rates.
Use Names
If your CRM and emailer allows, pull in data you have on supporters and call them by name.
Sense of Urgency
Why now? Start your email by creating a sense of urgency – so that your supporter understands why this needs their attention right now.
Explain
This explains clearly what it is you are trying to do, and how your supporter can help you do it.
Buttons
Buttons visually lead supporters to the call to action. Make it easy for them to skim the email and act.
Shared purpose
Creates a sense of community, a shared purpose – making your supporter feel part of something bigger than themselves.
Call to Action
If your campaign doesn’t need money – although progressive campaigns that cannot use extra resources are far and in between – you can change the call to action to anything like Sign up to volunteer, share this post, come to this rally , or sign the petition here.
Act now
Your supporter gets tons of emails everyday. Their attention, time and money gets pulled in thousands of directions. Making the action you need from time-bound, helps create this feeling of imperativeness. The time to act is now!
Explore Further
- Email tips and worksheet when writing to or asking something of your supporters
- Building Digital Power: A playbook for changemakers
- Grassroots Led Campaigns: Lessons from the new frontier of people-powered campaigning platforms and programs
- Email best practices
- Fundraising: Start Here
- European Digital Center for Action Collection