how to write the best email ever

How to write the best Dang email ever!

Jed Thorp Chapter Manager Ben Wickizer Conserva8on Coordinator

Ma9 Trokan Conserva8on Manager Natalie Fox Conserva8on Coordinator

Email by the numbers

•  2.8 emails are sent every second •  294 billion emails are sent every day •  90 trillion emails are sent every year •  90% of emails are spam or viruses •  1.9 billion people send emails each year •  h9p://email.about.com/od/emailtrivia/f/emails_per_day.htm

Introduc:on Pre-‐wri:ng Content Examples Ques:ons

Why do we email?

•  Share stories •  Spread the news •  Arrange a mee8ng •  Fundraising •  Call to ac8on •  To say Thank you •  And any other reason you might think of?


Write the best dang email overview

•  Prewri8ng (Natalie Fox) •  Content (Ma9 Trokan) •  Examples (Ben Wickizer) •  Ques8ons (all)


Know Your Audience

•  Communicate on a regular basis

•  Use a standard and consistent format

•  Include Story of Self, Story of Us, and Story of Now.

•  Keep it concise, well-‐wri9en and real.


A ladder to victory

•  Ladder of Engagement

•  Offline Ac8on & Volunteer Recruitment

•  Call decision makers

•  Forward to a friend Email decision makers

•  Submit online comments for hearings

»  Sign an online pe88on


Campaign ARC •  First email: Build a founda:on for Growth & Depth –  Introduce your campaign Tell your campaign story (through story of self, us, and now) Offer an easy online ac8on to get the largest number of ac8vists.

•  Second Email: Focus on Depth –  Reflect on success of first email and con8nue the campaign story. Make your second ask -‐-‐ a "bigger," more invested ask of the ac8vist. This will hone on the list an iden8fy poten8al offline volunteers.

•  Third Email: Focus on Growth –  Reflect on the success of the second ask. Give "insider" info on how campaign strategy is working. Con8nue to move people up the leadership ladder.


Iden:fy your Target

•  Select a target that is moveable •  Avoid mul8ple targets when possible •  Make sure your target has the power to fulfill your ask


Subject Line Stand out from the crowd

• Avoid spam • Personaliza8on • Urgent


Sender

•  Important Persons First and last name •  Organiza8ons Name •  Does not have to be the same address for replies


Messaging •  Voice

•  Programma8c •  Friendly, but professional •  Don’t be a wonk

•  Timely •  One ask and only one ask •  Structure

•  200-‐400 words •  Several links •  Bold key sentences but avoid shou8ng characters “*@#*!*#”


Pictures worth a thousand words?

•  Moving an emo8ve – Real people working on local issues – Baby animals – Environmental destruc8on


Links

•  Don’t include full URL but highlight text •  Two links per email max •  Embolden links and test them •  90% mortality per link

Don’t under es8mate the power of baby animals


P.S. and Thank You

•  Don’t forget to Thank those that take ac8on •  Take the next step up the ladder


Examples of what worked well


Examples of what worked well

•  The Ohio State Wetlands are in Danger •  Thank you for suppor8ng us on this issue. •  Please join us on Saturday October 22nd from 10-‐12 at the OSU wetlands for a Save Our Wetlands Cleanup.

•  Follow this link for full details and to RSVP.


Examples of What Worked well


Even beUer ifs… •  Dear Ma9hew, •  Every day during the legisla8ve session, our commi9ed band of environmental lobbyists go toe to toe with highly-‐paid

industry lobbyists.

•  But they can only do so much -‐ what is needed is your voice. •  Your legislators need to hear from you and there is no be9er way than mee8ng them one-‐on-‐one in Olympia during

Environmental Lobby Day.

•  As a ci8zen advocate you can urge your legislators to take crucial stances against environmental rollbacks and fight for the quality of life Washingtonians cherish.

•  Environmental Lobby Day •  When: Wednesday, January 25 from 8:30 am -‐ 5:00 pm •  Where: United Churches of Olympia, 110 11th Ave SE, Olympia •  Bus Transporta,on, carpooling, and financial assistance offered. •  Pre-‐registra:on deadline is January 22nd, 2012: $15. [Fee includes breakfast, coffee, tea, fruit and materials.] •  Student Rate: $10 (student I.D. required) •  Bag lunch op:on: $7.50 •  Day of Event: $20 without lunch op8on •  Register today at www.pugetsound.org/lobby-‐day.

•  Introduc:on Pre-‐wri:ng Content Examples Ques:ons

Even beUer ifs con:nued… •  A ci8zen from our district who communicates an issue to us is more powerful than any paid lobbyist, because at the end of

the day we represent you. You don’t need to be an expert. Speak from the heart.” -‐-‐-‐ Rep. Dave Upthegrove (33rd)

•  At Lobby Day you will: •  Receive detailed briefings on each priority; •  Receive training on how to lobby from top environmental lobbyists; •  A9end cons8tuent mee8ngs with all three of your legislators; •  Celebrate the unveiling of the Puget Loop Birding Trail with Audubon Washington; •  Get fueled up with complimentary breakfast snacks and all the coffee you can drink! •  If you choose just one day to come to Olympia to support a healthy Washington and healthy environment, this is the day to

do it! Your voice will be joined with over 400 other concerned ci8zens to speak out on three key environmental issues. You will be advoca8ng for:

•  Pollu:on-‐Free Prosperity. Preven8ng a9empts to weaken, delay or roll back state environmental laws and programs that are cri8cal for clean air, clean water, and healthy communi8es.

•  Toxic-‐Free Kids. Protec8ng children’s health from cancer-‐causing flame retardants and helping to put businesses on the path to using chemicals that won’t harm the environment or the bo9om line.

•  Fulfill Our Clean Energy Ini:a:ve. Sustaining the success of I-‐937, our state’s voter-‐approved clean energy ini8a8ve, in bringing investments, jobs, and economic development throughout Washington.

•  No experience is necessary, you’ll get all the informa8on you need to be an effec8ve environmental advocate. This is a crucial 8me for the state -‐ and your voice will make a difference.

•  Register today at www.pugetsound.org/lobby-‐day.

•  Thanks for all you do, •  Kerry McHugh


Really I swear this is all one email •  This alert is part of a series of ac8on alerts from the Environmental Priori8es Coali8on, a network of leading environmental

groups in Washington state who believe we can have a strong economy that provides everyone with the opportunity to prosper and a clean, healthy and safe environment for ourselves and our children. Formed in 2003, the Environmental Priori8es Coali8on selects priority issues each legisla8ve session that are important to protec8ng public health and welfare.

•  The Environmental Priori8es Coali8on is a combined effort of: •  American Rivers •  Cascade Bicycle Club •  Climate Solu8ons •  Conserva8on Northwest •  Earth Ministry •  Environment Washington •  Faith Ac8on Network •  Fuse •  Futurewise •  Heart of America Northwest •  The Lands Council •  League of Women Voters of Washington •  Na8onal Wildlife Federa8on •  The Nature Conservancy •  NW Energy Coali8on •  People For Puget Sound •  Sierra Club Washington •  Surfrider Founda8on •  Transporta8on Choices Coali8on •  Washington Conserva8on Voters •  Washington Environmental Council •  Washington State Audubon •  Washington Toxics Coali8on •  Washington Wildlife and Recrea8on Coali8on

•  Zero Waste Washington •  In order to ensure delivery of this email, please add

[email protected] to your address book or safe senders list. •  You have received this email because you are a member of one (or more!) of these organiza8ons. This email is part of a

special series of ac8on alerts on urgent environmental issues facing the Washington state legislature. This email was originally sent to [email protected] . If you would prefer not receive addi8onal alerts from the Environmental Priori8es Coali8on, you can unsubscribe below.


Ques:ons


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