Most of us are quite selective about which of the thousands of emails we receive are actually opened and read.  We tend to open emails that:

·     Are from a recognized sender and/or

·     Have an enticing subject line.

 

For political campaigns hoping to use cost-effective email to recruit volunteers and raise money, there are some simple lessons to be learned from the emails that I deleted from my inbox!

 

Who is Chip?

 

When emails began appearing from "Chip Saltsman" with subject lines like "Help us Reach our Goal", I deleted them.  Who is Chip?  After several more emails from "Chip", I opened one and realized it was from Mike Huckabee's campaign manager, Chip Saltsman.

 

Tip #1 - Ensure that the "From Name" in your email is recognizable to voters who signed up to receive your email!

 

Huckabee's campaign figured this out--messages now come from "Governor Mike Huckabee".

 

Have I met Sara?

 

When sporadic emails from "Sara ____@sbcglobal.net" showed up, I ignored them.  I didn't recall meeting "Sara" and had no idea that she was associated with a local political campaign I am supporting. 

 

Tip #2 - Use an email address associated with your campaign website (i.e., CandidateName@CandidateWebsiteAddress.com)

 

 

Why do I Care?

 

While overcoming the first two stumbling blocks is pretty straightforward, creating an attention getting subject line takes a little more work.   Put yourself in the place of a potential supporter.  Do they care that your campaign needs money?  Are they impressed by your latest endorsements?  Likely not!

 

Voters will get behind a candidate based on issues that are important to them.  As a candidate running for office, you are in the perfect position to validate your credentials by being an expert on the issues. 

Tip #3 - An email subject line addressing an issue of concern to the voters is a good way to get your email opened.  After discussing the issue and establishing your credibility, the recipient is more likely to consider volunteering or contributing.

 

 

Need help?

 

Red State New Media gets you started in the right direction.  We'll set you up with a professional email template and even draft and send your messages for you if you wish.

 

Call us today toll free at 1-888-486-8156.

 

Regards,

 

Jan Soule

Vice President