An Advocacy Driven Approach to Email

Description: As every advocacy professional knows, email is the engine that drives grassroots programs. While text messaging and social media are important, email accounts for 98 percent of all communications to Congress and other elected officials, according to Phone2Action’s 2019 State of Advocacy report. Yet it is also clear that the engine is aging. On average, advocacy emails yielded a 16 percent open rate, according to the M&R 2020 Benchmarks report, which is far lower than the averages reported in many other industries. A study by Mail Chimp, which sends more than a billion emails a day, shows the average open rate across industries is 21 percent.