Email Engagement

When to Send an Email ‘Chaser’

Quick Read
When to Send an Email ‘Chaser’

You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency. Enter, the chaser email.

This is one of the simplest tricks in the book. And it works. Chasers allow you to resend entire emails, along with a mildly guilt-inducing nudge. Chasers work on two levels:

  1. They make your readers feel personally accountable for reading your message (because you draw attention to the fact that you noticed that they missed it)
  2. Repetition suggests importance (so long as you reserve the tactic for priority actions only)
Email chaser

Avoid sending chasers to anyone who has already acted on your original message. Use segmentation to avoid this trap.

From: Anatomy of an action email

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Karen Nilsen

Hi there! I’m Karen. I’m on a mission to reach my former self. Had I known 10 years ago what I know today, I could have achieved more good, made fewer mistakes, and had more weekends. Every time we share what works, we win faster. Let’s create digital experiences that move people — that grow our base and fuel our movements. Are you with me? Please share this with someone you know who wants to up their digital game!

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