Excellent analysis of Clinton fundraising email

Some great "do's & don'ts" from Michael Moschella at the organizing.center. 

Here's the GOOD:

1) Catchy subject line - it got me to open it by creating what is called a "knowledge gap." 

2) Right off the bat it assumes I'm in the "us" group and contrasts that with the "they" of Bernie Sanders. This us vs. them messaging is called ingroup/outgroup and it is very powerful. 

3) When asking me for $17, the email justifies the ask with the claim, "what most supporters donate the first time." This is brilliant and it is referred to as "social proof." It sets a norm the reader subconsciously needs/wants to follow. 

4) The email is personalized, even in the red donate button image.

But, here's where the email FAILS BIG TIME:

1) It frames Bernie as the campaign with the momentum, and Hillary as the one losing out. People like to join up with winners, and "we're losing!!!" rarely changes behavior unless it's a life-or-death situation. This might have worked if it were the general election and Hillary were losing out to racist Donald Trump.

There's more and the whole thing is worth reading. Go read the rest.


Tim Wayne - NationBuilder Consulting - Interaction Design

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