Lessig MayOne SuperPAC Email UX

I just got the MayOne SuperPAC email announcing it’s hit $500,000 in funding.

I backed the SuperPAC as I’m pretty disenfranchised with the current “pay-to-play” political landscape, which I don’t feel serves the public interest. </rant> While reading, I noticed that the messaging and on the SuperPAC email is really effective.

ImageLet’s explore the email and how this email is effective at delivering a message and inciting action:

1 – Concise, at 154 words and < 700 characters.

ImageJeez! Half of the emails an audience gets are long, while the other half are a nonsensical mish-mash of photos. How am I supposed to read and really digest any of that quickly? Averaging 10 emails I recently received, I found there were an average of 322 characters per email. SuperPAC comes in far below the average word count making it quick to read.

2 – The Email Subject: This is incredible.

It’s victorious, uplifting, and a firm statement of wonder. As the recipient of this email the audience has played a key role in making this campaign an unbelievable success already.

3 – Positive Language and Tailored Message

“Wow,” and “in just five days, we’ve raised more than $500,000!” are very positive, and again add to the feeling that something bigger is going on. The wording is also accessible, so the audience understands what the message is trying to communicate.

4 – Low Stakes Actionable Sharing

“All you need to do is convince one friend to join you in donating. There are easy ways to do this, like sharing on Twitter and Facebook.” If someone signed up for the SuperPAC, it’s likely they want to tell people about it. Leveraging social sharing is a great way to build buzz and social networks are an easy way to share. The links embedded in the email make sharing incredibly easy, just two clicks away.

But the best way is to forward this email with a personal note to friends and family who care about this issue too.” Easy ways to share are fine, but even more effective than blasting a social network is sending a targeted email to someone who shares the audiences viewpoint.

And hey look, SuperPAC has started the email already: “PS — Need some guidance on how to craft your personal message? We’ve posted an example here.

5 – Friendly Hassling

“Think you can do that?” is something a friend would say. Closing with a bit of a nudge and a “c’mon” wink is a great way to encourage the audience to act while staying congenial.

6 – Thinking of the Future

“More hopeful than ever, Lessig” shows that the author believes in the audience. There’s hope, which is a good thing.

Final Thoughts

Delivering an impactful message with concision and thought toward the desired outcome is critical when composing any message with a specific audience in mind. Please share any examples you’ve found of this sort of effective communication.

If you’d like to learn more about effective communication, the fine folks at MailChimp have put together a free PhD on the topic over at http://mailchimp.com/resources/

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