Email Best Practices for Organizing

Email is still the number one driver of action for most people. Here is some guidance to help you use it most effectively in your organizing!

Includes key topics such as how to build your list, how to maximize deliverability by curating your list - including detailed curation recommendations; how to measure success beyond open rates and clicks; and how to increase engagement.

Advanced email session covers how to:

  • Diagnose deliverability issues and resolve them
  • Maximize the impact of your A/B testing — what to test, what size audience, and when statistical significance is important
  • Determine whether a welcome series makes sense
  • Grow your list effectively
  • Design a reactivation program
  • Manage a medium to large email program: planning, approving and check-listing procedures & docs (templates provided)
  • Free and low-cost vendors/services to improve your email program


Will Easton, SMT Staff Partner. Has managed email programs for progressive causes since 2005. Currently directs fundraising and email strategy for the Mozilla Foundation. Previously served as an Email Advisor for NextGen Climate and Vote.org, Director of Email Engagement for the Bernie 2016 campaign, and as a Senior Manager at CREDO. Will’s offline organizing experience is in the electoral arena – including leading barnstorm meetings as the Midwest Distributed Organizing Director for Bernie 2016 and as a co-founder of San Francisco for Democracy. Holds a Masters in Nonprofit Administration (MNA) from the University of San Francisco, and taught Management Information Systems in both the MNA and Masters of Public Administration programs as adjunct faculty at USF.

Hannah Roditi, SMT Executive Director

Your Instructor


Frequently Asked Questions

When does the course start and finish?
The course starts now. There’s no end date. It is a completely self-paced online course - you decide when you start and finish.

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