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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.
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Relevance5 ways to make your audience
care about your emails
emailSocial networks, crowdsourcing and
mobile
What do they all have in
common?
Meet your supporters
ALL OF THEM HATE THEIR
INBOXES
1. Show them the benefit
97% off* FREE monkey butler in every
hotel room*
Half price everything… if
you book RIGHT NOW!*
*terms and conditions may apply
Subject: Can you see your
message in our video
2. Personalise it
PERSONALISED CREATIVE
She was on your flight!!
PERSONALISED CREATIVEYOUR sponsored child
Changes depending on when the email is opened
3. Plan and segment
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.
Made my boss get her wallet out
4. Test every time
Testing is easyMeasureMail email campaign for the Haiti emergency.
2 subject lines, 2 CTAs, 2 images, and the best version did 100% better than the worst.
5. Learn from social
networking
Look at this pathetic letter from SABMiller
Relevance
Relevance
1.Show them the benefit2.Make it personal
3.Plan and segment4.Test every time
5.Learn from social networking