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Re-engage email list

Guest blogger Karla Capers specializes in using the internet to raise visibility for progressive issues and engage people more deeply in campaigns. She has worked for advocacy organizations since 1996. 

The Union of Concerned Scientists (UCS), where I’m Director of Engagement, faced a daunting challenge a couple of years ago: How to re-engage the many folks who were not reading or acting on our emails. It’s a common problem, for nonprofit organizations and beyond, and one that’s crucial to address.

Here’s how we tackled our “dead” email list:

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Nancy Schwartz in Email and E-Newsletters | 10 comments
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untitledSince 1996, Karla Capers has been working for advocacy organizations, figuring out ways to use the internet to raise visibility for progressive issues, engage people in campaigns, and try to make the world a better place.

Note from Nancy: I came upon Karla’s terrific guidance for re-engaging folks on the Progressive Exchange list serv, and got her permission to repost here.

I’m Online Director at the Union of Concerned Scientists, and we were faced with a real challenge—how to re-engage the many folks who were not reading or acting on our emails.

Here’s our three-part reactivation method:

We Segmented Our Inactives
We defined “inactive” as anyone who’s never given the organization a donation (online or off) and hadn’t opened, clicked, or taken any action online in the last year.

Then, in February, we started to segment out the “inactive” people on our list and excluding them from all outgoing messages. That “inactive” segment turned out to be about 25% of our deliverable email file.
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Guest Blogger in Email and E-Newsletters | 3 comments
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Tom_FurtwanglerGuest blogger Tom Furtwangler manages digital communications and social media for a large international development nonprofit based on the west coast.

There’s a headline arms race on the web these days. Upworthy’s “curiosity gap” approach to click-enticing headlines is now widely imitated and even parodied. You know what I mean: those “You won’t believe…” headlines that we don’t believe anymore.

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Guest Blogger in Email and E-Newsletters | 4 comments
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