Email marketing is a necessary evil in today's day and age. More times than not we're so bogged down with email that we rarely even take a glance at what's coming through our inbox unless it provides us with a clear call to action. 

The emails featured here were part of a three-part campaign. An association's board of directors chose to support and financially back a 2015 ballot issue. This campaign was used to educate the members and encourage them to do something with the knowledge provided to them.

The first email was purely informational, (1) Who made the decision, (2) Why was the decision made, and (3) Who to contact with questions. The second email provided a bit more for the member to do. It encouraged them to reach out to clients in the area affected and provided them with copy to use when contacting them. The final email was released the day of the vote and included an infographic for them to share on their social media accounts. 

A successful campaign provides the audience with all the tools they need to do what you're asking for them. This campaign did just this. It not only provided them information, but it provided them resources to use when speaking on behalf of the campaign.

In the end, the campaign had an average open rate of 47.9% and the ballot issue won by an extremely large margin.