Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will be unfamiliar with what you sent last time. Some recipients will be new to your list entirely. That’s a big gap. And a massive challenge for long-haul campaigns.
It doesn’t matter if this is the 50th email you’ve sent on the topic; we can never assume our supporters will appreciate the gravity of what’s at stake, unless we always restate the problem.
“With your help, we can force the government to uphold their own rules and hold live exporters to account.” (why should I care?)
“With your help, we can force the government to hold live exporters accountable for cruelty. No-one should be allowed to get away with neglecting, abusing, or ‘cooking animals alive’ for profit.” (ah, that’s why)
Draw on this next time you’re rushing out a rapid-response action alert. You’ll notice that this tactic works equally well across all knowledge levels. Let’s say your supporter is fully informed—restating the problem will reignite the fire that drives actions and support. Use it!
From: How ‘why’ is the most important question you need to answer
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