© 2011 Blue State Digital | Proprietary and Confidential 1© 2011 Blue State Digital | Proprietary and Confidential

Email for action!Blue State DigitalBeth Lowell and Georgia Warren, Digital Communications Strategists

© 2011 Blue State Digital | Proprietary and Confidential

We do digital comms for these people:

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© 2011 Blue State Digital | Proprietary and Confidential

One strategy underpins them all…

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WE DRIVEMeasurableResultsBY inspiring& engaging

people.

… and email is still the biggest driver of online action

© 2011 Blue State Digital | Proprietary and Confidential

A few fundamentals

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EMAIL IS PART OF YOUR LARGER COMMUNICATIONS STRATEGYIt can enhance the work you’re doing offline

EMAIL IS ABOUT TELLING YOUR SUPPORTERS A STORYFollowed over time, this narrative should engage and empower them PLAN YOUR EMAIL CALENDAR AHEAD OF TIMEBut remember that email is a brilliantly speedy way to break news EMAIL IS RESULTS-DRIVENKeeping testing to lessons quickly

© 2011 Blue State Digital | Proprietary and Confidential

Our top 5 tips for effective email

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© 2011 Blue State Digital | Proprietary and Confidential

1. The golden rule of email

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An email should always contain one call-to-action

(Avoid e-

newsletters!)

© 2011 Blue State Digital | Proprietary and Confidential

2. Be authentic

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Send from a real person, use an informal tone and be transparent about your purpose

© 2011 Blue State Digital | Proprietary and Confidential

3. Segment your lists

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Show your supporters you know who they are, what they’ve done and what’s relevant to them – they’re less likely to unsubscribe.

© 2011 Blue State Digital | Proprietary and Confidential

4. Test, test, test!

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• SUBJECT LINES• SALUTATIONS• CALLS TO ACTION• GRAPHICS / IMAGES SENDER NAME• TIME AND DAY OF SEND

© 2011 Blue State Digital | Proprietary and Confidential

5. Check *everything*

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© 2011 Blue State Digital | Proprietary and Confidential 11© 2011 Blue State Digital | Proprietary and Confidential

Thanks