by Kevin George


In the contemporary digital landscape, email continues to serve as a fundamental pillar of advocacy efforts, serving as a vital channel for engaging with supporters, mobilizing action, and influencing decision-makers. While the importance of email in advocacy is undisputed, its effectiveness hinges on employing best practices that ensure optimal deliverability, engagement, and impact. In this article, we will delve into an extensive array of strategies and techniques for running successful email advocacy campaigns. From understanding key engagement metrics to crafting compelling content and optimizing sending practices, this guide will equip advocacy professionals with the knowledge and tools needed to maximize the effectiveness of their email outreach efforts.

Understanding Email Engagement Metrics:

  • Open Rates:
    • Like counting guests at a party.
    • Tells us how many people open the emails we send.
    • Example: If you send 100 emails and 20 people open them, your open rate is 20%.
  • Click Rates:
    • Similar to seeing how many guests interact with the stuff inside our emails, like clicking on links.
    • Example: If out of those 20 people who opened your email, 5 clicked on the video link, your click rate is 25%.
  • Conversion Rates:
    • Comparable to measuring how many party guests buy something from our bake sale.
    • Tells us how many people take action based on what they read in our emails.
    • Example: If out of those 5 people who clicked on the video link, 2 donated money, your conversion rate is 40%.

Understanding these metrics helps us figure out what’s working well in our emails and what we can do to make them even more effective.

Cleaning and Segmenting Your Email List:

Imagine your email list is like a garden. If you don’t take care of it, weeds (or inactive subscribers) can take over and make it messy. That’s why it’s important to clean and organize your email list regularly.

Cleaning your list means getting rid of those email addresses that never open your emails anymore. It’s like pulling out the weeds so your garden can grow better. For example, if you have 1000 people on your list but only 500 are interested in what you send, it’s better to focus on those 500 who care.

Segmenting your list is akin to categorizing various plants into distinct sections of your garden. Just as you might reserve one area for flowers (representing highly engaged subscribers) and another for vegetables (depicting moderately engaged subscribers), segmenting allows for tailored communication. Utilizing custom Salesforce email templates enhances this process. For example, if you identify individuals passionate about the environment, you can craft emails tailored specifically to environmental issues, fostering deeper engagement and resonance.

Keeping your email list clean and organized helps ensure that your emails reach the right people and that they read and engage with them. It’s like making sure your garden is tidy and full of beautiful flowers, ready to impress anyone who walks by.

Minimizing Blocks and Bounces:

Ever sent an email and it never reached the person you wanted it to? It’s like trying to throw a ball to your friend but someone keeps catching it before it gets to them. That’s what happens with email blocks and bounces. But don’t worry, there are ways to minimize these problems!

One way is to keep your email list up to date. Just like you clean out your closet when it gets too full, you should clean out your email list too. Remove any old or invalid email addresses so your emails have a better chance of reaching the right people.

Another tip is to keep an eye on your sender’s reputation. It’s like your email reputation score. If it’s good, your emails are more likely to go where they’re supposed to. If it’s bad, they might end up in the spam folder. So, make sure you’re sending emails that people want to receive and that you’re not sending too many at once.

Lastly, using a double opt-in process can help. This means that when someone signs up for your emails, they have to confirm that they want them. It’s like making sure your friend wants to catch the ball before you throw it. This way, you know your emails are going to people who want them, reducing the chances of them bouncing back.

Crafting Compelling Email Content:

Alright, picture this: You open your inbox, and boom! There’s an email waiting for you, begging to be clicked. How do you make yours that irresistible? Let’s break it down.

First off, your subject line needs to be catchy. None of that “Newsletter #10” stuff. Try something like “Ready to Change the World?” Much better, right?

Now, the call-to-action (CTA). It’s like giving your readers a mission. Make it crystal clear what you want them to do. Instead of “Donate now,” try “Help us reach our goal – click here!” See? Much more motivating.

Personalization is key too. Nobody wants to feel like just another name on a list. Address them by their name – it’s like a little nod saying, “Hey, we see you.”

And stories? Oh, they’re golden. Share real-life tales that tug at the heartstrings. Like how Sarah from Ohio joined the cause and made a real difference. That’s the stuff that’ll have people reaching for that “Join Now” button faster than you can say “advocacy.”

Optimizing Email Sending Frequency and Timing:

Alright, let’s talk about finding that sweet spot for sending emails – not too much, not too little, just right. Think of it like Goldilocks and her porridge.

You don’t want to flood people’s inboxes till they’re drowning in emails. That’s email fatigue, and it’s a real thing. But you also don’t want to disappear completely, right? That’s where finding the right frequency comes in.

One way to do it is by segmenting your audience. Remember, not everyone wants to hear from you every day. Some might be cool with a weekly update, while others prefer a monthly check-in.

Now, timing is everything. You don’t want your email to get buried under a pile of others. So, experiment with different sending times. Maybe mornings work better for your peeps, or perhaps they’re night owls who check their emails after dinner.

The key is to test, test, and test some more. See what works best for your audience, and adjust accordingly. Eventually, you’ll find that perfect timing and frequency that keeps your supporters engaged without overwhelming them.

Monitoring and Analyzing Email Performance:

Monitoring and Analyzing Email Performance:

Let’s talk about keeping an eye on how your emails are going. It’s like checking the scoreboard during a game to see how you’re doing.

So, after you’ve sent out your emails, it’s important to see how they’re performing, right? Are people opening them? Clicking on links? Taking action? That’s where email analytics tools come in handy.

These tools can show you all sorts of cool stuff, like who’s opening your emails, which links they’re clicking on, and whether they’re doing what you want them to do. It’s like having a secret spy who tells you everything.

And the best part? You can use all this data to make your emails even better. Maybe you notice that people like it when you talk about a certain topic, so you can do more of that. Or maybe you see that nobody’s clicking on a certain link, so you can try something different.

The point is, by keeping an eye on your email performance, you can learn what works and what doesn’t, and then use that knowledge to make your advocacy campaigns even more awesome.


As advocacy professionals navigate the complex landscape of digital communication, mastering the art of email advocacy campaigns is essential for driving meaningful change and amplifying voices. By adopting the best practices outlined in this guide, organizations can harness the full potential of email as a strategic tool for mobilizing supporters, influencing policymakers, and advancing their advocacy goals. With a keen understanding of engagement metrics, a clean and segmented email list, compelling content, optimized sending practices, and vigilant monitoring of performance, advocacy professionals can unlock new levels of impact and effectiveness in their email advocacy campaigns.