Presentation to the 2011 eCampaigning Forum by ActionAid UK's Samuel Bueno de Mesquita on increasing engagement by making your email comms relevant to your supporters.

1. Relevance 5 ways to make your audience care about your emails

2. email Social networks, crowdsourcing and mobile

3. Meet your supporters What do they all have in common?

4. ALL OF THEM HATE THEIRINBOXES

6. 1. Show them the benefit

7. 97% off* FREE monkey butler in every hotel room* Half price everything… if you book RIGHT NOW!* *terms and conditions may apply

8. Subject: Can you see your message in our video

9. 2. Personalise it

11. PERSONALISED CREATIVE She was on your flight!!

12. PERSONALISED CREATIVE Changes depending on when the email is opened YOUR sponsored child

13. 3. Plan and segment

14. Made my boss get her wallet out Last week over 900,000 of us sent messages and made calls to key government officials... The next step towards freeing Sakineh is to fund international experts... If thousands of us donate in the next three days we can hire an elite team of advocates, keep campaigning to free Sakineh and work on behalf of others facing brutal injustice.

15. 4. Test every time

16. Testing is easy MeasureMail email campaign for the Haiti emergency. 2 subject lines, 2 CTAs, 2 images, and the best version did 100% better than the worst.

17. 5. Learn from social networking

18. Look at this pathetic letter from SABMiller

19. Relevance

20. Relevance Show them the benefit Make it personal Plan and segment Test every time Learn from social networking