The Secrets of Email Outreach
A few simple tips can dodge spam filters and increase "opens"
“Progress is possible,” says a suffragist in the Broadway musical SUFFS, “but it’s not guaranteed.” And this year, those alternating between hurling things at TV news and finding some way to prevent our country from sliding into autocracy can take heart. It turns out that e-mail, losing popularity as an outreach tactic, can be master-minded into an effective tool.
With a little e-mail savvy, Jim Roberts, a volunteer in California, has joined with an inner-city Milwaukee cohort in an email-based voter engagement program called Be a Voter 2024. Robert claims the program has been successful at conquering voter apathy and increasing the number of Democrats who make it to the polls.
How did they do it?
FIRST — WORK THE LISTS
Roberts and Be a Voter 2024 focused on reaching voters online, establishing firm connections. About one-third of Milwaukee voters provide an email address when they register. Using registration files, Roberts’ volunteers wrote voters multiple times, sending a consistent message.
Be A Voter targeted the poorest wards, with Democratic registration at 75% but historically low turnout. Building on success in 2020, the group aims to get even more of those voters to the polls in 2024. Their method: “Repeated, periodic brief messages to voters highlighting (1) specific accomplishments of Joe Biden and Democratic leadership directing benefiting residents of Milwaukee. and (2) the damage that is likely to Milwaukee residents in event of MAGA Republican victory in 2024.”
Targeting Democrats reluctant to vote this year, Roberts’ team uses a positive message — “Your Vote Matters!” They often add a kicker: “You have the same number of votes as a billionaire.”
NEXT: AVOID “SPAM I AM”
Dodging spam filters is key to effective email. Roberts’ team avoids certain mass mail words, especially in headers. Words like “Give,” “Now,” “donate” or “We’re begging,” send email straight into spam purgatory.
Images, too, can trigger spam filters, so avoid images that suggest mass mailings. Google flags as Junk anything that looks like an ad. (See link below).
Another way to avoid spam sentries is to reduce the number of bcc (blind copy) addresses that are common to mass mailings. But what is the magic number? This seems to be a closely-guarded secret, but smaller e-mail batches work better than massive lists. Use your own or a friend’s email to test what gets relegated to spam and what does not.
BE CREATIVE!
A successful email operation requires creativity. To get your e-mails opened, test-send a concise message. “JOE BIDEN works for working class voters” may be more convincing than a message critical of that other guy. Put your core message in the header, so even those scrolling past will see: “JOE BIDEN fights to save OBAMACARE,” or “Biden and Harris work to restore Choice.”
And always give voters a link to a site where they can learn more. Following that advice, click here for a set of tips on dodging spam filters.
Once you build a team of volunteers, have them cut and paste to share messages and trade header suggestions. By varying messages on your list, you will enhance your chances of getting through the dreaded spam filters.
LEARN MORE
BeAVoter2024.com provides additional strategies and inspiration. But keep checking back. The group’s guidelines are constantly revised because what worked for the primaries may not work for the general election. Be A Voter learned this sad truth after a 45% open rate dropped to 5% when spam filter algorithms changed.
Along with Be a Voter 2024, Jim Roberts gives high marks to WISDEMS, “the best state party in the country for working with volunteers.” He also salutes Souls to the Polls for its effectiveness at turning out the Milwaukee vote.
A final thought: Voter rolls provide addresses for every voter. Following up with post cards to likely voters remains a tried-and-true tool for notifying voters of important dates and generating excitement.
The playbill of the musical, SUFFS, quotes the Talmud: “You are not obligated to complete the work,” the Talmud says, “but neither are you free to abandon it.” And Be A Voter 2024’s email strategies can make that work more effective.
The Be a Voter website seems to be down? Or not really working, anyway. But great piece!