Netroots California: Growing Your Email List
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This training will look at various case studies from CREDO Action, which added 550,000 names to its list in seven months, to illustrate advanced techniques to grow an e-mail list. There will be an emphasis on practical lessons that can be replicated and applied by smaller organizations. Trainer: Matt Lockshin of CREDO
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Netroots California: Growing Your Email List
- 1. Matt Lockshin CREDO Action GROWING YOUR LIST
- 2. CREDO engages in progressive advocacy campaigns across a wide range of issues
- 3. Originally called Working Assets Since 1985 has given $65 million to progressive nonprofits Largest corporate donor to Planned Parenthood Current and past recipients include netroots groups such as: ABOUT CREDO •New Organizing Institute •Brave New Foundation •Color of Change •Free Press •Courage Campaign •Change Congress •Media Matters for America •Center for Independent Media We’re hiring: www.credoaction.com/jobs
- 4. Originally called Working Assets Since 1985 has given $65 million to progressive nonprofits Largest corporate donor to Planned Parenthood Current and past recipients include netroots groups such as: ABOUT CREDO •New Organizing Institute •Brave New Foundation •Color of Change •Free Press •Courage Campaign •Change Congress •Media Matters for America •Center for Independent Media We’re hiring: www.credoaction.com/jobs
- 5. 1,034,701 LIST GROWTH SINCE 11/06/09 (GROSS)
- 6. What’s the secret sauce? Exceptional organic growth Great partnerships Paid growth
- 7. Organic growth: Definition Unpaid growth that happens naturally from people spreading the word about your action
- 8. Organic growth: Key point By hook or by crook…
- 9. Organic growth: Key point …when something works, milk it for all it’s worth
- 11. Organic growth: How to get there Good actions Frequent actions Effective tactics
- 12. What makes a good action? Well-timed Unique and compelling POV Sound theory of change
- 13. Why frequent actions? To some degree it’s just a numbers game
- 14. Top 20 Health Care Petitions Date Launched Signers New to CREDO Action We need a public health care option. 06/13/2009 35315 3189 Tell Tom Daschle: Don't undermine a public health care option. 06/20/2009 27793 841 Tell Max Baucus: You're fired. 08/14/2009 67622 3882 Tell Barack Obama: The public option is not optional. 08/18/2009 146483 40453 Tell Senator Reid: It's time to take bipartisanship out of the health care bill. 09/18/2009 44497 1952 Thank Speaker Pelosi for showing leadership in the public option fight. 09/24/2009 40356 1087 Tell Obama: Lead the fight for the public option. 10/01/2009 86574 9298 Tell Harry Reid: Don't let the Baucus bill kill the public option 10/14/2009 80558 7975 Joe Lieberman must go. 10/28/2009 166625 22814 Did 20 pro-choice Democrats forget what happens when women are denied access to abortion? 11/13/2009 122561 38067 Tell Harry Reid: Don't let them filibuster the public option. 11/30/2009 35716 976 Tell the Senate Democratic Caucus: Don't give up on the public option. 12/08/2009 51545 1455 Tell Reid and Obama: Stop begging and start breaking arms to get real health reform. 12/10/2009 64257 1382 Will Senate progressives sit silently by as the public option dies? 12/16/2009 60563 3247 Sen. Bernie Sanders can save health care from Joe Lieberman. 12/18/2009 69325 1876 Tell House progressives: Keep fighting for real health care reform. 01/05/2010 56394 828 Senate Democrats: Use reconciliation to pass a public option 01/19/2010 126734 5542 We'd rather have a good bill than a bipartisan one. 02/22/2010 88634 2547 Tell Obama: Let us fight for the public option. 03/05/2010 88163 1818 The Democratic Party needs to stop taking its pro-choice supporters for granted. 03/22/2010 29924 418 Totals 1489639 149647
- 15. Some effective tactics Integrated tell-a-friend features Appropriate list segmentation Kicker e-mails
- 16. List segmentation allows you to: Hit the list more frequently Send more relevant actions Test out actions before a full list send
- 17. KICKERS Resending the same (or nearly) identical e-mail to people who didn’t open/click/sign. Lower response rate but still not insignificant Tolerable unsubscribe rates
- 18. Example campaign: Top-level data 146,479 Signers 40,451 New to Action List (27.62% of Signers) 10,909 Facebook Share 1,928 Twitter 8,607 Tell-a-friend Emails Action Results
- 21. E-mail Send Emails Rec. Open Rate Recip. Who Opened Click Rate Clicks Per Open Recip. Who Clicked Unsubs Unsub Rate TARGETED SEND 117,263 40.12% 47,046 38.13% 95.03% 44,710 152 0.13% FULL SEND 505,457 9.82% 49,655 3.90% 39.72% 19,721 842 0.17% KICKER #1 08/21/09 477,736 5.70% 27,230 3.75% 65.84% 17,929 657 0.14% KICKER #2 09/08/09 497,976 5.46% 27,193 3.72% 68.18% 18,541 708 0.14% E-mails and kickers sent to our action list
- 22. PARTNERSHIPS
- 23. •Good reputation •Ear to the ground and legwork •Ask orgs to partner, ask again, ask some more •K.I.S.S. •Partnerships beget partnerships HOW DO WE GET GOOD PARTNERSHIPS?
- 24. Typical partner deal for mutual list growth •Established a metric of parity •Dual opt-in language •Both CREDO and our partner send people to the action •Action must be good enough for us to send to our own list •Action is framed as CREDO and partner joining together
- 25. What can possibly go wrong? The partner organization’s list doesn’t perform well on our site Huge list overlap between CREDO and the partner org Partner org over-promises and doesn’t live up to commitments We invest time and energy but aren’t able to pull the trigger Technical problems when the action is hosted by partner group