How to write emails that mobilise people.

Email is still the cheapest, most effective digital channel for mobilising people to do meaningful things for your cause.

But it's not always clear how to write a killer email that'll activate as many people as possible. So here are six principles that can help guide you.

1. Be audience-focused

This is the most important principle of effective email campaigning — and all my other tips follow on from it. You must always strive to put the person reading the email at its centre. This overarching principle relates to language choice, formatting, narrative and everything else in your email. Far too often, we're tempted to write about ourselves or for ourselves, not our supporters. Reversing that will get you more actions and donations. This doesn't mean don't make asks of people, but do so in a way that puts them first.

2. Give a compelling reason to act?

People will do what you ask if you give them a good reason. And I mean a genuinely good reason. Never just say ‘spread the word’. Instead, explain specifically why spreading the word now and in this way could have a tangible impact.

3. Use accessible language.?

The purpose of language is to be understood. It’s easy to talk like the industry professional you are. You might think you avoid acronyms and jargon in your copy, but challenge yourself to use language that will be understood by the widest number of people possible.?

For example, why write ‘go to the polls’ when you could write ‘vote’? How many people know about full titles, such as ‘Leader of the House of Commons’? Isn’t ‘draft law’ clearer than ‘Bill’? Do normal people say ‘Today we have launched a campaign’ or just NGOs? I could go on and on.??

4. Don’t assume knowledge.?

Time and time again, when a big news story breaks in the political world, I receive emails that assume the person reading already knows what has happened. However, loads of people on your list don’t. But don't worry - often you can give enough context in a single sentence.?

5. Don’t persuade them of your cause, but of your plan.?

In most circumstances, email subscribers agree with you on your issues. You don’t need to fill the email with messages intended for ‘swing voters’. You do need to convince them that what you're asking of them is worth doing, though.?

6. Make things intuitive. ?

If you are asking someone to do something, make it as easy as possible. That’s why big buttons and full line hyperlinks early on in an email increase clicks - there’s simply more surface area to press, and it’s clearer where you want them to click.

Similarly, explain exactly how people do the action and give them any information they need to do it. Make sure you’re sending them direct to the landing page with the action on it, and optimise the page too.

Now, get drafting — and winning!?

If you’d like to talk to me about staff training, email reviews?or freelance copywriting, reach out on [email protected].