I’m a visual person, so I love to see concepts and processes mapped out. So I found this “Psychological Hierarchy of an Email Campaign” pretty interesting.

You are the Email Marketer, and the people on your email list are the Subscribers. Your pinnacle is likely not “Purchase and Share” but something more like “Donate” or “Register” or some other more common nonprofit call to action, plus share. WIIFM = What’s in it for me?


Email Marketing Pyramid

Are you focusing too much on the tip top without making sure you have the foundation in place? Does your email content captivate, engage, surprise and delight your readers, so they will follow through on your calls to action and share that with their friends?