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Email Subscribers Not Engaging? Try This.

Are your email subscribers not engaging with your content? Here’s one of my very favorite email concepts to write when we need to get an email audience interested again:

An introduction to a behind-the-scenes staff member or volunteer. It takes A LOT of people to make a campaign or advocacy organization run, so try highlighting someone new through a first-person introduction email.

The basic structure is, “Hi, my name is Alesa, and here’s what my role is. Here’s something personal about why this work matters to me, and here’s what you can do to help.”

This kind of email often works for our clients because:

a) It’s personal. People don’t give their time or money to a faceless entity. They want to support PEOPLE who are doing good work.

b) It gives a behind-the-curtain look at what grassroots dollars are supporting. Transparency is a great way to build long-term relationships with supporters. You’d be surprised how often we see people donating to a sincere email about an unglamorous topic like staffing or internal operations!

c) The new sender name can stand out in an authentic, non-clickbaity way. You’re able to get a new name into subscribers’ inboxes without tricking them into opening. They’re really going to get a new voice and a new story when they open the email.

d) Caring is contagious. When someone shares their personal reasons about why a cause matters to them, it inspires others!

Try it out this week and let me know how it performs with your audience!


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