How to Write the Best Email Ever

  • View
    1.361

  • Download
    4

Embed Size (px)

DESCRIPTION

Presented at the OEC's Legislative Summit 2012. by Matt Trokan, Sierra Club.

Text of How to Write the Best Email Ever

  • 1. How to write the best Dang email ever! Jed Thorp Ma9 Trokan Chapter Manager Conserva8on Manager Ben Wickizer Natalie Fox Conserva8on Coordinator Conserva8on Coordinator
  • 2. Email by the numbers 2.8 emails are sent every second 294 billion emails are sent every day 90 trillion emails are sent every year 90% of emails are spam or viruses 1.9 billion people send emails each year h9p://email.about.com/od/emailtrivia/f/emails_per_day.htm Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 3. Why do we email? Share stories Spread the news Arrange a mee8ng Fundraising Call to ac8on To say Thank you And any other reason you might think of? Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 4. Write the best dang email overview Prewri8ng (Natalie Fox) Content (Ma9 Trokan) Examples (Ben Wickizer) Ques8ons (all) Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 5. Know Your Audience Communicate on a regular basis Use a standard and consistent format Include Story of Self, Story of Us, and Story of Now. Keep it concise, well- wri9en and real. Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 6. A ladder to victory Ladder of Engagement Oine Ac8on & Volunteer Recruitment Call decision makers Forward to a friend Email decision makers Submit online comments for hearings Sign an online pe88on Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 7. Campaign ARC First email: Build a founda:on for Growth & Depth Introduce your campaign Tell your campaign story (through story of self, us, and now) Oer an easy online ac8on to get the largest number of ac8vists. Second Email: Focus on Depth Reect on success of rst email and con8nue the campaign story. Make your second ask -- a "bigger," more invested ask of the ac8vist. This will hone on the list an iden8fy poten8al oine volunteers. Third Email: Focus on Growth Reect on the success of the second ask. Give "insider" info on how campaign strategy is working. Con8nue to move people up the leadership ladder. Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 8. Iden:fy your Target Select a target that is moveable Avoid mul8ple targets when possible Make sure your target has the power to fulll your ask Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 9. Subject Line Stand out from the crowd Avoid spam Personaliza8on Urgent Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 10. Sender Important Persons First and last name Organiza8ons Name Does not have to be the same address for replies Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 11. Messaging Voice Programma8c Friendly, but professional Dont be a wonk Timely One ask and only one ask Structure 200-400 words Several links Bold key sentences but avoid shou8ng characters *@#*! *# Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 12. Pictures worth a thousand words? Moving an emo8ve Real people working on local issues Baby animals Environmental destruc8on Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 13. Links Dont include full URL but highlight text Two links per email max Embolden links and test them 90% mortality per link Dont under es8mate the power of baby animals Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 14. P.S. and Thank You Dont forget to Thank those that take ac8on Take the next step up the ladder Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 15. Examples of what worked well Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 16. Examples of what worked well Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 17. Examples of what worked well The Ohio State Wetlands are in Danger Thank you for suppor8ng us on this issue. Please join us on Saturday October 22nd from 10-12 at the OSU wetlands for a Save Our Wetlands Cleanup. Follow this link for full details and to RSVP. Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 18. Examples of What Worked well Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 19. Even beUer ifs Dear Ma9hew, Every day during the legisla8ve session, our commi9ed band of environmental lobbyists go toe to toe with highly-paid industry lobbyists. But they can only do so much - what is needed is your voice. Your legislators need to hear from you and there is no be9er way than mee8ng them one-on-one in Olympia during Environmental Lobby Day. As a ci8zen advocate you can urge your legislators to take crucial stances against environmental rollbacks and ght for the quality of life Washingtonians cherish. Environmental Lobby Day When: Wednesday, January 25 from 8:30 am - 5:00 pm Where: United Churches of Olympia, 110 11th Ave SE, Olympia Bus Transporta,on, carpooling, and nancial assistance oered. Pre-registra:on deadline is January 22nd, 2012: $15. [Fee includes breakfast, coee, tea, fruit and materials.] Student Rate: $10 (student I.D. required) Bag lunch op:on: $7.50 Day of Event: $20 without lunch op8on Register today at www.pugetsound.org/lobby-day. Introduc:on Pre-wri:ng Content Examples Ques:ons
  • 20. Even beUer ifs con:nued A ci8zen from our district who communicates an issue to us is more powerful than any paid lobbyist, because at the end of the day we represent you. You dont need to be an expert. Speak from the heart. --- Rep. Dave Upthegrove (33rd) At Lobby Day you will: Receive detailed briengs on each priority; Receive training on how to lobby from top environmental lobbyists; A9end cons8tuent mee8ngs with all three of your legislators; Celebrate the unveiling of the Puget Loop Birding Trail with Audubon Washington; Get fueled up with complimentary breakfast snacks and all the coee you can drink! If you choose just one day to come to Olympia to support a healthy Washington and healthy environment, this is the day to do it! Your voice will be joined with over 400 other concerned ci8zens to speak out on three key environmental issues. You will be advoca8ng for: Pollu:on-Free Prosperity. Preven8ng a9empts to weaken, delay or roll back state environmental laws and programs that are cri8cal for clean air, clean water, and healthy communi8es. Toxic-Free Kids. Protec8ng childrens health from cancer-causing ame retardants and helping to put businesses on the path to using chemicals that wont harm the environment or the bo9om line. Fulll Our Clean Energy Ini:a:ve. Sustaining the success of I-937, our states voter-approved clean energy ini8a8ve, in bringing investments, jobs, and economic development throughout Washington. No experience is necessary, youll get