Email is undeniably alive and well as a communication tool for companies, associations and nonprofits. In addition to being an effective and economical way to nurture your connection with supporters, an eye-catching email can mobilize advocates to take action.
There are dozens of email platforms, but most are not optimized for advocacy. Many emailers are built for companies that sell products or services to customers—not for organizations building communities of advocates and supporters around policy issues.
A emailer built for advocacy will offer “must haves,” such as an easy-to-use editor, attractive templates, an exceptional delivery record and procedures that make it simple for advocates to take action. There are also additional capabilities you should look for in order to fully leverage email to build a successful, high-converting advocacy program.
Segment Your List by Activity and Issue
You need to be able to quickly and easily send emails to your list based on segments relevant to your advocacy program. The best email software for advocacy will be able to segment based on whether or not individuals on your list took action, as well as on their location, voting district, issue interests and preferred method of contact (e.g. text versus email). Not only should all of these segments be possible, but they should be available to you without complex imports or manual work.
Sending messages tailored to specific segments of your list results in better email open and click rates. The result will be better conversion rates on your advocacy campaigns.
Autofill Advocate Details for Faster and Higher Conversion Rates
With an all-in-one platform for your email campaigns, you can provide an autofill feature to supply your advocate’s information. With autofill, advocates who click call-to-action links and buttons are automatically recognized by the campaign page and don’t need to fill out a form.
This leads to substantially higher action rates , because all advocates need to do is edit their message (if they want to customize it) and hit “submit,” rather than having to enter their name, email address and physical address manually.
Track Advocacy Campaign Conversions
The best advocacy emailers go beyond traditional metrics such as opens and clicks and actually track unique conversions—without complexity. This means you can effortlessly track email engagement and how it maps to actions taken on your campaigns. While some email platforms can be integrated with your advocacy platform, conversion tracking will be seamless if they are on the same platform.
An email broadcasting tool built specifically for advocacy can display real-time conversion metrics about specific advocacy actions taken (e.g., emails, tweets or calls advocates made to lawmakers). It will instantly display which advocates converted. Your advocate list will be perfectly synched with your email list in real-time, with no risk of lost data. You can then drill-down into the details of the advocates who converted. You’ll have a more comprehensive view of how your advocates engage with your advocacy program as a whole.
Send Integrated Follow-up Emails
Follow-up communication and consistent engagement with your supporters is an important part of grassroots advocacy. The best advocacy emailers make it easy for you to create follow-up emails based on what advocates actually do. Without having to export or compile data, you can thank those who took action on a campaign and send a reminder to those who haven’t. You’ll increase the total number of actions taken on your campaign.
Control Email Operations Within Your Advocacy Team
If you need to coordinate with the marketing department every time you want to send an email, you lose valuable time. In this case, you don’t have full ownership of the list, which can also create its own set of slowdowns and inefficiencies.
When you have dedicated email software for your advocacy program, there’s no slowdown or disconnect when your team decides an email campaign is necessary.
If you’re already using text messaging and social media to communicate with advocates, your communication strategy will also be much more integrated.
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