Anatomy of an Email
To drive the next generation of viral replication, a ‘vector’ must be used – in the case of Shuru, this ‘vector’ or replication mechanism is either: 1) email, 2) text messaging, 3) direct word of mouth, and 4) classic media coverage. Of these, email and text message replication are the most important to Shuru
Email replication:
Each Shuru cause campaign has actions chosen by the cause author, and one mandatory action: replication, or ‘tell 10 friends’. When a user selects this action, she can paste a whole block of email text for our filters to sort out – it can be messy! [more on that later]. Then, each email address receives a message, or a plea for help.
Isn’t this spamming, or making a real junk email problem? No – the reputation system harshly punishes people who forward to people who are ‘consistent non participators’ – in this way. There will be designed social pressure to avoid this problem. [more on this later]
What should the email contain? This section of the Shuru design will evolve many times before we find the ‘right’ structure. The overall success of a campaign is HIGHLY sensitive to email design. SO, please make suggestions. Here is the first version:
To: <email address>
From: <sender name> via Shuru
Subject: Join <number of participants> others, <short cause objective – i.e.
‘save the arctic wildcats> in only 60 seconds!
Body:
<testimonial appeal – written by most recent generation forwarder, i.e. the person SENDING this message… this should work most of the time, but if the sender doesn’t enter a personal message, or has a HISTORY (tracked) of low response rates, we should supplant a prefabbed message defined by the cause author>
Join me and 2,398,243 friends, spend 60 seconds and make your world a better
place.
http://shuru.org/c/save_the_cats
<cause description>
It’s so easy to help, but if you don’t want to participate this time, please forward this message to someone who will!
It’s your world. Start something.
To start your OWN world saving campaign, visit Shuru.org
Eh? What do you think? This is a very important section. Please critique the
hell out of it.
{edit}
If I, the recipient, forward this to Esmeralda and she clicks the link, how will Shuru know it’s Esmeralda and not me? Will Shuru ask her if she’s me?
Maybe the ‘tell 10 friends’ could be ‘tell X friends’, and the x could be calculated from the number required to keep the cause growing 1. So… people would know how many people they would have to tell. This number would be proportional to the current ‘forward rate’ – i.e., if the forward rate is 10%, you must send it to 11 people for it to grow. Something like that…
The subject line should have a number of different templates to choose from. Maybe:
1. Give me a minute, and you can help me VERB the TARGET;
2. TARGET: One minute from you can help me VERB it…Shuru!
Is there a way through the e-mail to indicate the level of involvment the sender has in the cause? A way to show off to the recipient as to what type of shuru user they can evolve to?
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