engaging your community - how to build a huge email list

Download engaging your community - how to build a huge email list

Post on 09-Feb-2015

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  • 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.)
  • 5.
    • 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.
  • 13.
    • 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?
    • Inform
    • Engage
    • Mobilize
    • Fundraise
  • 15.
    • Press
    • Releases
  • 16.
    • 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.
    Rule of thumb Only send when you have something important to say. Once a week is plenty!
  • 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
    Off the Record Youre Invited Impeachment? Disgraceful Fraud and Intimidation FW: Getting It Done
  • 19. Fundraising success
    • Urgency tied to actual events
    • Goals & deadlines
    • Recurring donations
    • Dont be shy about ASKING
  • 20.