© 2011 Blue State Digital | Proprietary and Confidential 1 © 2011 Blue State Digital | Proprietary and Confidential Email for action! Blue State Digital Beth Lowell and Georgia Warren, Digital Communications Strategists
© 2011 Blue State Digital | Proprietary and Confidential 1© 2011 Blue State Digital | Proprietary and Confidential
Email for action!Blue State DigitalBeth Lowell and Georgia Warren, Digital Communications Strategists
© 2011 Blue State Digital | Proprietary and Confidential
We do digital comms for these people:
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© 2011 Blue State Digital | Proprietary and Confidential
One strategy underpins them all…
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WE DRIVEMeasurableResultsBY inspiring& engaging
people.
… and email is still the biggest driver of online action
© 2011 Blue State Digital | Proprietary and Confidential
A few fundamentals
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EMAIL IS PART OF YOUR LARGER COMMUNICATIONS STRATEGYIt can enhance the work you’re doing offline
EMAIL IS ABOUT TELLING YOUR SUPPORTERS A STORYFollowed over time, this narrative should engage and empower them PLAN YOUR EMAIL CALENDAR AHEAD OF TIMEBut remember that email is a brilliantly speedy way to break news EMAIL IS RESULTS-DRIVENKeeping testing to lessons quickly
© 2011 Blue State Digital | Proprietary and Confidential
Our top 5 tips for effective email
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© 2011 Blue State Digital | Proprietary and Confidential
1. The golden rule of email
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An email should always contain one call-to-action
(Avoid e-
newsletters!)
© 2011 Blue State Digital | Proprietary and Confidential
2. Be authentic
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Send from a real person, use an informal tone and be transparent about your purpose
© 2011 Blue State Digital | Proprietary and Confidential
3. Segment your lists
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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
4. Test, test, test!
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• SUBJECT LINES• SALUTATIONS• CALLS TO ACTION• GRAPHICS / IMAGES SENDER NAME• TIME AND DAY OF SEND
© 2011 Blue State Digital | Proprietary and Confidential
5. Check *everything*
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© 2011 Blue State Digital | Proprietary and Confidential 11© 2011 Blue State Digital | Proprietary and Confidential
Thanks