Optimizing Email Outreach: Top Ten
This year, take the time to engage with the people who sent you to Washington. Your state may still be in a blackout period with various restrictions on your outreach. But that doesn't mean you can't proactively communicate with your constituents - within Franking rules. Sending 499s is a great way to communicate with targeted groups or random selections of contacts. Whether you are restricted by blackout rules or not, we can help make sure your next email campaign is effective as possible. Here are a few tips for optimizing your next newsletter:
Did you know that 84% of email users aged 18-34 use a preview pane to manage their inboxes? Emails that don't pass the sniff test in the preview pane are destined to wind up in the trash. Using intriguing design elements is a great way to engage your constituents before they get to your primary message. Don't have an in-house design team? We do. Our graphic artists design custom eNewsletter templates for IQ offices - free of charge.
2. Subject Line
A catchy, succinct subject line can sometimes be the difference between a successful email campaign and one that falls flat. In fact, studies show that 69% of email users in the U.S. may report an email as spam based on the subject line alone! Try to keep your subject line under 50 characters and resist the urge to use splashy clichés.
3. Use Social Media
Social media is a excellent way to generate opt-ins, build your contact lists organically and promote meaningful engagement in your district. After all, anyone who follows the Member on Twitter, Facebook, Instagram, etc. has already taken an active interest in what the Member is up to in Washington. Using the IQ eNewsletter Wizard you can push your latest newsletter out to your social channels in just one click and direct your followers to your email opt-in page.
Live events in the district are another great way to increase your opt-ins and build better contact lists. IQ is integrated with Eventbrite, a leading global event management platform, which allows you to capture the contact data for everyone who registers for an event in your district, and then import into IQ for use in your next outreach campaign.
5. Call to Action
As simple as it may be, a strong, consistent call to action is vital to generating opt-ins. If you want people to sign up for your mailing lists, don't forget to ask!
6. Optimize for Mobile
Last year, 48% of all emails in the U.S. were opened via mobile devices. Optimize for mobile and make sure your message is accessible in any format. Clickable areas should be between 40-50 pixels and any images you use should be compressed. This way, your audience can access and interact with your message on a mobile device, even with a weak cell signal.
7. Purchase Scrubbed Contact Lists
While we do believe that organic growth through opt-ins is the best way to build your lists, sometimes it is necessary to augment by purchasing new data. If you do decide to go this route, it's very important to work only with trusted sources. Leidos offers fully vetted, scrubbed data files to Congressional offices in a variety of purchasing options that can meet any budget.
8. Quality vs. Quantity
In some Congressional offices, staff are under pressure to reach out to the largest possible number of constituents, regardless of the quality of the contacts or the likelihood of an interaction. We encourage you to focus on fostering meaningful conversations with engaged constituents rather than simply looking at the total number of outgoing emails in a given campaign.
When planning your next email campaign, consider conducting a simple A/B test to better understand when you can best reach your constituents. To perform an A/B test, simply split your list in two, choose different day/time combinations for each group, then send and review the results after about 48 hours. While every district is different, Tuesdays and Thursdays, mid-mornings and late afternoons are historically considered "sweet spots" for email campaigns.
10. Targeting Your Message
The audience of your message is one of the most fundamental componenets of any outreach campaign. However, even the most experienced communications staffers sometimes neglect to take the time to properly understand who will receive their messages. IQ gives you the ability to easily slice and dice your data until you've targeted the exact group you want to reach. For example if you wanted to reach out to retired veterans in a certain ZIP code who also consider agricultural legislation their top issue, you can identify and select this group in just a few clicks and then craft messaging specifically for that group.
To learn more about how we can help your office optimize email outreach and generate opt-ins, get in touch with us today.