Controlling the Narrative: Effective Email and SMS campaigns


Now more then ever we are fighting over the story that will shape our understanding of the current crisis and what comes next. In Controlling the Narrative we will learn the mechanics of building email templates, composing beautiful and responsive messages, segmenting your lists, sending mass SMS messages, measuring and understanding our click through rates, as well as strategies around messaging and integrating these efforts across your campaign.

Prerequisite: Comfortable creating and using groups.


Training materials, including login information on the training database will be sent to everyone who is registered.

Day 1: Creating and organizing your lists, understanding opt outs

12:00 pm Eastern Time

  • Ground rules and introductions (tech and rev) - A
  • Orientation - N
  • Logging in and getting around - J
    • Hand out usernames and passwords
    • The training site does not send out actual email messages
  • Preparing for Mailings: Groups, Unsubscribe and opting out - J
    • Mailings always start with group you want to send to. If your contacts are not in a group, put them in a group first (smart or static). Demonstrate: All contacts who have attended an event in the last year. Should we make this group a mailing list? Yes (for now...)
    • Question: When sending an email, you can insert either an "opt out" link or an "unsubscribe" link. What's the difference?
    • Demonstrate removing contact from group (show contacts, select one, choose Remove from Group option).
    • Let's reconsider the "Mailing list" option for our group: Organizing groups vs Mailing groups: don't mix them! Create extra groups for mailings.
    • Need to brush up on groups? Here are screen casts on working with regular/static groups and smart groups
  • Question: How would you organize a workflow and your groups to regularly send email to those donors who give more than >$500? - A
  • Anatomy of an effective mass email message - Watch screen cast on the anatomy of an effective mass email message - J
  • Working with Mosaico templates - Watch screen cast on creating Mosaico mailing templates - A
  • Introduce next assignment: A
    • Create a Mosaico template for your organization or project in the training database, make sure to include your first name in the name of the template - we will review templates you've created tomorrow

Day 2: Reporting and ensuring your email gets into Inboxes

12:00 pm Eastern Time

Day 3: Putting it all together

12:00 pm Eastern Time

  • Review Scheduled & Sent emails results from homework, answer questions - N
  • Online email signups and handling email subscriptions [screen cast and tip sheet]
  • All about SMS - J
    • Need third party account: Twilio or Clickatell
    • What do I need to know about 10DLC? need tip sheet
    • Must code phone numbers as "mobile" numbers
    • Send and receive [screen cast and tip sheet]
    • SMS Inbox - screenshot
  • Demo: Use schedule emails and groups for Drip Emails or Drip Campaigns - Drip Campaign Concept slides by Yee Won Chong - A
  • Don't forget "boring" ways to communicate: N
  • Peer-to-Peer time - Breakout session: A
    • Question: How do you combine all methods for an effective campaign? Describe your most recent communications campaign; write some workflows on the riseup pad
    • Share riseup pad with participants for breakout sessions
  • Report Backs from groups - A
  • Evaluations - N
  • Wrap-up and Final Questions - N
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