1. & #noiOnDemand If you are experiencing technical difficulties, please visit www.CandidateProject.org/help www.CandidateProject.org/help to read frequently asked webinar tech questions. Welcome! We will be starting the training session shortly.

2. & #noiOnDemand INTRODUCTIONS NOI On Demand You Norms

3. & #noiOnDemand FOLLOWING THE LAW ELECTIONS.NEWORGANIZING.COM

4. & #noiOnDemand FOLLOWING THE LAW WWW.AFJ.ORG

5. & #noiOnDemand Presenter: & #noiOnDemand Lauren Miller New Media Director Elizabeth Warren for MA

6. & #noiOnDemand OBJECTIVE Learn how to write awesome emails and run an excellent email program.

7. & #noiOnDemand AGENDA Why email is important Basic structure of an email 10 tips for better emails Questions

8. & #noiOnDemand Enhance what you’re doing offline Quick, cost effective communications to supporters Rapid response to breaking news Activate and empower your members Raise money WHAT CAN EMAIL DO FOR YOU? 8

9. & #noiOnDemand Email is part of a larger communications strategy It’s about telling a story over time Plan ahead Email is results driven A FEW KEY PRINCIPLES 9

10. & #noiOnDemand OK, ENOUGH TALK. HOW DO I WRITE AN EMAIL?

11. & #noiOnDemand 1 st Sentence: Attention Grabber Try to keep it to one sentence -- one line, if possible BASIC EMAIL STRUCTURE

12. & #noiOnDemand 2 nd Sentence/Paragraph: Summary of why you’re sending the email Don’t include too many details, facts, quotes, etc -- that’s what the rest of the email is for BASIC EMAIL STRUCTURE

13. & #noiOnDemand 3rd-4th Paragraph: Take Action Explain what you want people to do LINK (before the fold) BASIC EMAIL STRUCTURE

14. & #noiOnDemand Links should be stand-alone links (not as part of another paragraph) Should you use hyperlink text or written-out url’s? It depends. Don’t just have picture links BASIC EMAIL STRUCTURE

15. & #noiOnDemand After the First Link (if needed) 2-4 paragraphs with more background information, blockquotes, details, etc. Another explanation of why it’s so important for people to take action, and another link. Repeat if necessary BASIC EMAIL STRUCTURE

16. & #noiOnDemand SO HOW OFTEN CAN I SEND THESE AWESOME EMAILS?

17. & #noiOnDemand WELL, IT DEPENDS…. How often do you have something urgent, important and interesting to say? Quarterly Monthly Weekly TYPICAL Daily Probably too much Almost certainly too little Credit: Idealware

18. & #noiOnDemand 10 TIPS FOR BETTER EMAILS

19. & #noiOnDemand 1. KEEP IT SHORT People don’t want to read a long essay. They’re skimming what you write.

20. & #noiOnDemand 2. THINK ABOUT YOUR SUBJECT LINE It’s the most important part of your email.  Be concise (5-7 words)  Grab attention, but don’t cry wolf  Be creative  Mix it up

21. & #noiOnDemand GOOD SUBJECT LINES Reality 2, Bush 0 (John Kerry) I agree with George W. Bush (Howard Dean) Did you get my email? (MoveOn.org) I have a confession to make (Courage Campaign) Spill baby spill (Brave New Foundation)

22. & #noiOnDemand The McCain Update (John McCain) Tell your Senators to vote NO on S. 2191 (Eagle Forum) Urgent FEC Deadline (Mitch McConnell) Maryland GOP Calls for end to new poll tax for absentee voters (Maryland GOP) BAD SUBJECT LINES

23. & #noiOnDemand 3. KEEP IT CONVERSATIONAL How do you sound when you write an email to coworkers? Snarky is ok. A formal letter isn’t. Have voices, personalities in your emails. It keeps things from getting stale.

24. & #noiOnDemand 4. NEVER SEND AN EMAIL WITHOUT AN ACTION… All people can do is unsubscribe.  Sign a petition  Write a letter  Tell a friend  Watch a video  Call Congress  Make a donation  Give us your feedback  Attend an event

25. & #noiOnDemand 4. NEVER SEND AN EMAIL WITHOUT AN ACTION… …But try not to have more than one action per email. Don’t confuse people. Multiple actions/links overwhelm people Splits the returns of your action Better solution: Daisy-chain your actions Exception: PS Message

26. & #noiOnDemand 5. ASK PEOPLE WHAT THEY WANT Surveys are good for you and your list Find out who your audience is, what they’re interested in Solicit new ideas without hiring a new staff member Make your supporters feel like they’re a part of the team

27. & #noiOnDemand 6. TREAT NEW SUPPORTERS DIFFERENTLY Make a good first impression. Send an introduction/auto-response email, describing the group/org and what they can do Trying to raise money? Don’t ask immediately – but don’t wait too long to ask

28. & #noiOnDemand 7. USE IMAGES SPARINGLY & AVOID FANCY FORMATTING Don’t use images just for the sake of using images. Simple buttons that clearly explain the action can help action rates Compelling images can help grab attention Don’t hold up your email just for an image Don’t make your whole email an image

29. & #noiOnDemand 8. TIMING IS EVERYTHING Sometimes it’s better to be the first than be the best General wisdom: Tuesday Thursday late morning send best More important: Getting an email out when news breaks, something happens If you’re waiting 3 days for policy experts to fact-check your brilliant email, you’re too late.

30. & #noiOnDemand 9. CHECKLIST YOUR EMAILS One bad mistake will ruin your otherwise excellent email Ask someone who didn’t write it to proofread it Ask someone to look at a test message to read every sentence, click every link, and take every action.

31. & #noiOnDemand 10. TESTING AND SEGMENT Test: Sender: name/format Subject lines: long/short, punchy, snarky, questions, current events themed, “invite” or “video” Time of day (tough to implement) Images: yes/no, upper right vs. across, header or no header, simple vs. artistic, colors, language Email length: full email vs. up to 1 st link Link style: hyperlinked text vs. urls Landing pages Segment: Donors/non-donors Highest previous contribution Geography (including stories) Past actions Signup date Whatever info you’ve got! Figure out best for your own list

32. & #noiOnDemand & #noiOnDemand QUESTIONS?

33. & #noiOnDemand WWW.NEWORGANIZING.COM/TOOLB OX