Achievement Principle No. 5: Keep it simple when emailing

It’s the first Tuesday in February and I’m finally getting around to sending this mail, the first Achievement Principle of 2013.

And it was Obama who prompted me to send it. You see, I changed my email approach in 2012..with great results. The main change I made was to keep it simple.

One email, one message. That’s it. If you look back, that’s what I’ve been doing. And that’s what you’ve been reading.

And I’ve seen my open rates go up, an increase in subscribers with sales made on the back of each email sent.

Just recently I got this mail from Obama:

Friend —

I just renewed my oath of office to serve as your president for four more years.

Thank you for making this possible. It’s an honor to be your president.

Now it’s time to finish what we started — let’s get going.


P.S. — Organizing for Action is the next step in our grassroots movement and will be crucial to finishing what we started. If you haven’t already, say you’ll be part of it. (and this links to another page so they can track click throughs)

And I realised that Obama copied me and my approach!

Seriously, throughout his campaign, I’ve watched the emails coming from his team. From an email marketing perspective, it has been excellent. Each email has one message in it. The emails may have come from Barack, Michelle, Joe Biden and various members of his team – but they were all kept simple. One message with one call to action.

And this email approach worked. Obviously Obama got re-elected but most of the $690 million Obama raised online came from fundraising e-mails.

So if it’s good enough for Obama, then it’s good enough for us. His team tested headlines, formatting, tone, content but from my experience of it, they had one main message.

Think about it the next time you send out an email to your leads and customers. Ask yourself what you want to say and bring it back to one main topic.

Don’t confuse your message – a confused mind doesn’t buy.

To your continued success.

Take care,

PS You’ll be hearing more from me about email marketing over the next couple of months. It really is a great marketing tool when used well, can create results for every business. If you want to talk more about email marketing, get in contact by emailing me at denise @

About Denise Fay

Denise Fay is an author, speaker and international marketing consultant and copywriter. She set up the marketing agency, Achieve Marketing in 2006 working with SMEs. She became an authority on copywriting when she wrote her first book, the award-winning ‘31 days to write better copy in 2011.

Denise has been featured as an expert in the Irish Independent, Sunday Business Post, Evening Herald and Irish Sun, on radio with the John Murray show on RTE Radio and on TV including TV3’s IrelandAM.

Her company, Achieve Marketing, provides business, marketing, copywriting and success advice to SMEs and multi-nationals.

If you liked this principle, you’ll love Denise’s approach to marketing and copywriting to help you start, market, and grow your business. Learn more at


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