Tuesday, 31 March 2009

eCampaigning forum: Email is still the no1 way of engaging supporters

Open rates
one example
- general list - 20 -25%
- segmented list of 30k - 75%%
other example
general list - 15-19%, segmented list - 35%-45%

27k list about public broadcasting. If content is related to the recession
- open rates increased - from 25% to 40%
12% action rate (conversion)

- a lot of email activity lately because it's cheaper
- not always able to test emails due to lack of time/staff
- quick wins - easy to forget that there are many areas to look at to make an email successful
- split AB test with a new subject line
- test the landing page

- email content - Obama example - some emails are only 300 words
- user journeys need to be thought out - emails tailored accordingly. Need to be careful in how you welcome then and what they'll receive next.
- Thank you email should always be personalized
- some emails are building capital (giving info, fun) and some emails are taking capital (data)
- different from name
- donation is a form of political action

Social networks

- Facebook - people keen to join up but it doesn't convert people
- forward this email to a friend - needs to be more prominent
- set the target - it works well for the people - donations go higher and people re-visit the page to check if the donation got higher due to their donation
- relating email that you are writing now to the next email - like a soap-opera - so that every email works on its own


- based on who is likely to respond to the action
- based on people's behaviour and based on people's preferences

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