2. Email is still The King
Despite the hype for Social Media, the
“killer app” is still good ol’ email.
What advertising channels performed the strongest for your company in 2009?
Source: Datran Media - 2010 Marketing and Media Survey
7. Facts are fine, but
email is about emotion
• Anger • Compassion
• Fear • Connection
• Egotism • Hope
• Self Interest • Love
8. Anatomy of an Email
Find the “CRISISTUNITY” in your
campaign
• In order to be effective, you must convey both
Crisis and Opportunity in your email
• E.g. The government has introduced
legislation harmful to our cause (Crisis), but
the opposition parties can defeat it
(Opportunity)
Credit: Ben Brandzel
9. Anatomy of an Email
Develop a “READER FOCUSED
THEORY OF CHANGE”
• A chain of events that begin with your
supporter
• Answer “Why me? Why now?”
• E.g. The Government has introduced
legislation harmful to our cause (Crisis), but
the opposition parties can defeat it
(Opportunity), but only if they get pressure
from you and me (RFTOC)
Credit: Ben Brandzel
10. Anatomy of an Email
Have a specific and focused “ASK”
• The ASK is the actual action that starts the
RFTOC
• E.g. Write a letter to the opposition party
leaders
• Most important...
Credit: Ben Brandzel
12. Anatomy of an Email
Detail “SUPPORTING INFORMATION”
• Some people will automatically be “with you”
after the first few lines, while others will need
more information to be convinced
• Address any weaknesses in your argument
• Good practice to site news articles and other
outside sources of info
• Provide another link after the supporting
information
Credit: Ben Brandzel
13. Anatomy of an Email
Provide a “MOVEMENT STORY”
• If “supporting information” appeals to logic, the
“movement story” appeals to emotion
• Describe “what is really going on” – e.g. "this is about
ordinary people taking back our democracy”
• Describe “what we are doing” - e.g. "we're building a
network strong enough to get our message heard"
• Describe the world we are trying to create – e.g.
"together we can ensure no child goes to bed hungry"
Credit: Ben Brandzel
19. Segmentation
• Stated interests • Geography
• Issue of previous action • Their riding/MP
• Recency of action • Customization of letters
• Number of actions • First contact
• Donation history • Other socio-economic
criteria
31. Summary
• Remember you are dealing with real people who have
complex, personal emotional ties to your issue
• Send email when it makes sense, not on some
artificial schedule
• Create an email you would want to read
• Reduce the barriers to action
• Do your own benchmarking and track effectiveness
over time
• Remember what you are fighting for
32. Jason Meyers
jason@fivestones.ca
fivestones.ca
twitter.com/jasonmeyers
Special thanks to Duane Raymond and FairSay
for the use of Tactics slide material