You receive 77 emails everyday. (According to the The Radicati Group, anyway. Doesn't it feel like they under-shot that by roughly half?)
Today, I received the email pictured above from CARE-which is the most effective email I've yet received in a long line of emails!
First, some background and disclosure: I am a CARE Ambassador. I spent time with CARE in Africa, and it changed me in every way a person can be changed. While there, a forlorn mother asked if I would be willing to drink the same cholera-infected water she had to give her baby girl (who was the same age as my baby girl). I started weeping, right there, in front of 100 people-with documentary film cameras rolling. The day after I returned home, I sold my new Aston Martin (monolithic testament to testosterone) and made a monolithic donation to CARE.
My agency, Resonate, does email/funnel work like this for clients every day. And, something about this email "resonated" with the social strategist/marketer in me: Anatomically, this is the perfect email to compel action.
1. It's emotional. CARE hijacked my emotions. I don't mean that in a crass way. It's an expression I learned recently, and it's accurate. CARE made me feel first and think second. In humans, the old brain calls the shots; the frontal cortex merely justifies the decisions. "Pounding Mid-Day Sun." That hit me right in the amygdala. It made me feel. The headline copy grabbed me. Journalism 101. I felt hot. So, I read on...
2. It asked for my input. People love to give their input and be asked questions. This was a savvy way move me deeper into their message (marketingspeak for: "funnel").
3. It didn't make me think. Simplicity is the ultimate sophistication. This is fewer than 50 expertly-crafted words. I'll read that every time.
4. It's from a person, not a company. Not just any person, the person: Dr. Helene Gayle. I don't want to hear from companies; I want to hear from people, preferably their leaders.
5. It moved me deeper into their funnel with even more emotion. Kids carrying water? Another powerful emotional hook. Now, I'm theirs. And, at the height of my emotional vulnerability...
6. They close the deal with that big, beautiful Call-to-Action (CTA) button. You have to close the sale-and it has to be compelling. (Minor improvement. In lieu of "DONATE NOW" (that's asking for something), "CHANGE THIS PICTURE" would be more effective. It inspires and galvanizes me and makes me want to be a better person.
Oh, there's a #7-and it's critical: The landing page is congruent with the email: in look, feel and messaging. I learn the answer to the question about the weight of water. I learn more ways my money will help. And, I can do it in under two minutes from one page. Seamless.
Well done, CARE. I made another donation to you-and it felt great. I know, from first-hand experience, how much of a difference it will make, and I am profoundly grateful to you for that.
And, stellar work on the email marketing! This was an email that actually moved me. How rare--and how refreshing.