engaging your community - how to build a huge email list
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Post on 09-Feb-2015
- 1. Engaging Your Community: Emerging Best Practices August 29, 2007
- 2. "[The Dean campaign's] emails spawned much more organizing and raised much more money than the Dean blog did... It's just a numbers thing: not all 600,000 Dean email subscribers visited the blog every day. But they did check their email everyday." Zack Exley, 12/21/04
- 3. Massive email communities
- American Family Association 3,246,532
- MoveOn 3,200,000
- ONE 2,421,838
- Hillary Clinton 1,000,000 Kerry had 250,000 at this point in 04
- Al Gore 500,000
- Wake Up Wal-Mart 381,696
- 4. Most online marketing is viral, unpredictable, and hit-or-miss. Good e-mail marketing is predictable, with a steady revenue stream. (But you have to be viral to get the list.)
- 500,000 x $0.25 x 2 x 12
- = $3,000,000 / year
- = $6 per member / year
- 6. Conservative audience Self-identifies with your cause; supports your issue Member of your Organization Donor / Super Activist Lower the barriers to entry Get Their Email Here!
- 7. Tap into a responsive chord. Start a petition on a big issue.
- 8. Splash pages can more than double signups.
- 9. Be creative. Set up contests & online events that drive media coverage and buzz.
- 10. Offer incentives to sign up. At $6/year, its worth it.
- 11. Create a sense of energy and momentum. Empower your community to meet a big goal.
- Romney campaign goal: 24,000 supporters in 24 hours
- 12. All of these successful examples create low barriers to entry, create the sense that the activist is joining something big and special, and offer a clear value proposition for signing up.
- Are you
- Emailing constituents who have contacted your office with regular updates?
- Collecting email in every medium (town halls, rallies, events, phones)?
- Matching emails on existing members?
- 14. What to do with a list?
- Too much email
- People arent as immersed as you are. Sending news clips daily to casual users will kill the list.
- Too little email
- Long email silences can cause supporters to lose interest and forget why they subscribed.
- 17. Getting great open rates
- (First, build your list organically)
- Key factors: Sender, subject line, timing
- Subject line more important than copy
- 18. Good subject lines
- Short, provocative, intriguing, highly topical
- 19. Fundraising success
- Urgency tied to actual events
- Goals & deadlines
- Recurring donations
- Dont be shy about ASKING
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