From drafting and designing to testing and checklisting, a lot goes on before an email reaches your inbox. This month’s Action Ready feature focus is on Ladders! Action Network has built-in templates to activate your email list and strategies to implement good deliverability practices into your email program.
Good deliverability is essential for a strong email program. For best practices and strategies to maintain good deliverability, read the Deliverability Guide. Today, I'm going to focus on some the best practices listed in the guide that can be automated with Ladders.
What are Ladders?
This feature gets its name from ladders of engagement, a series of actions an activist goes through to become more involved in your organization's cause. Activists are triggered into a Ladder by a specific action and then move through the Ladder’s steps. When creating the Ladder, you set the time, conditions, and decisions to move activists through each step.
How does it work?
One of the recommendations from the Deliverability Guide is an Email Reactivation Campaign. This is one of many ways to use the Ladders feature. Activists will be triggered into the ladder after they receive an email. After a set waiting period, we will evaluate if they have engaged (clicked, opened, or taken action) with any of our emails. If they have not, we will send them an email prompting them to re-engage. If they still haven’t engaged after seven days, we will send them a final email asking them if they want your emails before unsubscribing them from your list.
Email Reactivation Campaigns are a great way to activate dormant activists. As your email list keeps growing, it is important that you reach out to activists that are interested in hearing from you. This means that activists are opening your emails and engaging with your actions. By re-engaging activists with reactivation campaigns, you ensure higher email engagement.
Get started with Built-In Templates
Action Network has built-in templates for Ladders, including an Email Reactivation Campaign. You can view all the templates when creating a new Ladder in the Action Menu or from the drop-down menu under People.
Ladders are an essential part of maintaining good deliverability for your email program! Learn more about Ladders here, and be sure to join us on June 15th for our live 103 — Email training!
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