Great email advocacy campaigns don’t happen by themselves but we know they are a huge part of advocacy professionals’ jobs. Organizations rely on email to create awareness for their issues, reach their supporters, ask for donations, and inspire them to mobilize and take action to move the needle on key legislation and regulations.
But the truth is that the average person gets more than 150 emails a day, and a good percentage of those have an “ask” — buy this, read that, take action. If you’re serious about getting your members or advocates engaged, you need to be systematic about the email advocacy component of your campaign.
How to Increase Email Advocacy Engagement
Almost daily, our advocacy clients ask us what sort of benchmarking rates they should be comparing themselves to. Our FiscalNote data science team analyzed 394 million emails sent from our advocacy tools to build our 2020 Advocacy Benchmark Report so we know a thing or two about successful email advocacy campaigns. Here, we bring you some of the best practices we’ve learned from working with 2,000+ organizations running frequent advocacy campaigns:
CHOOSE AN ENGAGING SUBJECT LINE
At a job interview, you’ve got 30 seconds to make an impression. Your email subject line has less than two. In those two seconds, your recipient has also scanned the subject lines of another five emails. Needless to say, you should be spending some time perfecting your subject line.
In doing so, remember these five tips:
- Be brief — keep it under 40 characters
- Add a metric — numbers help quantify value and resonate with people
- Get to the point — be direct in what you need from your recipients
- Add a consequence for not acting
- Give a timeline — help convey the sense of urgency
INCLUDE A CLEAR CALL TO ACTION
Once you get people to open your advocacy email, the call to action is the next most important piece to work on. Whatever it is, it’s an ask that will eat up some of their valuable minutes, so spend some time considering how it will look to the reader.
Be clear about the action you want the advocate to take, and use the words that describe the specific action; for example: sign the petition, make a donation, tweet to your representative, etc.
RUN TESTS BY SEGMENTING YOUR AUDIENCE
Slicing and dicing your email database list, and using data you already have about your members to create smaller subgroups, lets you hone your advocacy email message. That allows you to craft more targeted, relevant emails, which will help increase your campaign results.
Be it by the level of engagement or affinity to a specific issue, segmenting your list and tweaking your message for each can go a long way in boosting engagement with your advocacy emails and lowering unsubscribe rates.
FOCUS MORE ON ENGAGEMENT THAN OVERALL NUMBERS
While you want to always make sure you are growing your lists and educating a larger number of people about your issues, sometimes in email advocacy, quality is better than quantity. If you have a large list of unengaged supporters, that can throw off all your benchmarks.
Keep good list hygiene and make sure to remove from your main communications those who haven’t engaged with your advocacy emails in the last six months to a year if you’ve been sending regular communications. This is an important practice to be able to really understand who your supporters are and how you can better target them.
OPTIMIZE LAYOUT FOR MOBILE
In our 2020 Advocacy Benchmark Report, we found that 51 percent of traffic to our clients’ action centers came from mobile devices in 2019, and in the first half of 2020, it was 60.5 percent. Needless to say, you should be creating and testing your advocacy emails (including your subject lines) for mobile viewing first.
STICK TO YOUR ORGANIZATION’S PURPOSE
Always link your advocacy email messages to your overall organization’s mission and goals. People join — and stay in — organizations that speak to their needs, deliver relevant information, and connect them to opportunities for meaningful involvement.
Your message should be concise and clearly linked to your organization’s core values. Avoid flowery language and highly detailed specifics about the legislation. Focus on their specific pain point or the consequence your request will help with, and tell them the impact their action (or non-action) will have.
AVOID ACRONYMS AND INDUSTRY JARGON
Even if you’re in a specialized industry, make sure you use language that empowers your advocates to share with others even outside their industry to help widen your influence. You work in government relations, they don’t — so don’t get wonkish.
Email Advocacy Benchmarks
The open rate is the percentage of recipients who received your emails in their inboxes and opened them, regardless of whether they had a call-to-action or not.
- Open rate benchmark: 22.7 percent
This is the percentage of recipients who opened your call-to-action emails and followed through by taking the action you requested of them.
- Action rate benchmark: 9.4 percent
This metric refers to the number of people who saw your email in their inbox and decided its content wasn’t relevant to them, so they asked to be taken off your email list.
- Unsubscribe rate benchmark: 0.2 percent
These are overall benchmarks, but they can vary by industry. We do a deep dive into 17 sectors and 48 industries in our report.
Examples of Successful Email Advocacy Campaigns
THANK YOU EMAILS
The National Corn Growers Association, a nationwide trade association for corn farmers, built a comprehensive, multi-touch advocacy campaign that went far beyond email. While the campaign overall was extremely successful, one of the strategies worth noting was a thank you note after their supporters took action. Since to take action NCGA required the person’s email, they had this list they could retarget for this final push.
“We explained again what they’d done, citing the ad they’d clicked on, so they’d know who this was coming from,” says Steve Uram, marketing manager for NCGA. At the end of the thank you email, his team added a final call to action asking advocates to share the link with a friend they thought might be interested. While this might not yield as much participation as the original outreach, adding this final ask can be a low-hanging fruit.
Trinity Health, one of the largest Catholic health systems in the country, used email pushes to get a legislation halted in 72 hours by asking their employees in one local hospital to write to the county officials. Using FiscalNote advocacy tools, the company was able to identify all of the 30 or so county-level legislators in Albany who would be voting on the initiative, so they could target them with their advocacy campaign.
The local Albany grassroots coalition decided to push out an advocacy email campaign when they determined the proposal had lost favor and momentum, and would probably not be realized. They composed an email to all the employees who lived in Albany County, asking them to participate in the advocacy email campaign. The subject line specified what needed to be done, the urgency of the matter, and had three hyperlinked calls to action throughout. It also came from the vice president of mission services at the center, rather than from the advocacy team at Trinity Health’s national headquarters.
“We finalized the email on a Friday evening, before the county was going to vote on it the following Monday,” says Stephanie Armstrong-Helton, who leads communications & grassroots advocacy at Trinity Health.
The email was sent out on Saturday morning to capture the weekend employees, and then again as a reminder on Monday — the morning before the vote. A total of 90 advocates participated, which resulted in almost 3,000 letters in as little as 48 hours.
Advocate for Your Cause Through Email with FiscalNote
FiscalNote’s flagship advocacy solution, VoterVoice, makes it easy to build a successful email advocacy strategy. Build your advocacy campaign in minutes and mobilize your supporters to message lawmakers in multiple ways — be it email, phone, or social media.
VoterVoice allows you to personalize subject lines, segment your audience, and track all the important metrics you need to build a successful strategy and an impressive advocacy report.