As the ALP prove with this gem of a persuasion email which they sent out today.
Much like the UK Labour Party in 2015, the ALP has been cutting their emails down as short as they can get them – but this one retains all the vital bits. A strong target, with the implied theory of change (that mate) – and a simple action.
Short emails have been proven again and again to convert best for the majority of actions, yet over and over we see campaign teams bloating their emails with message and explanation. Maybe they just aren’t aware of this and other best practice – but GCC clients certainly are.