A well-written email is a very useful tool in informing and activating your supporters. One that’s not so well-written or targeted can be counter-productive. There have been a fair few howlers in the past few years from LDHQ, not least that Annette Brooke email following the elections in May this year and one from Nick Clegg a couple of years before in similar circumstances. I also remember a Simon Hughes one in 2011 the week after the appalling Scottish elections when we were still all punch-drunk and heartbroken that started: “This is a good week to be a Liberal Democrat.”
That opening line is oh, so important. It draws the reader in, grabs their attention, persuades them to read on and to take the action requested within it. If the opening is poor, the red mist descends and people hit the delete key.
And so it was last night with an email from Director of Strategy Ryan Coetzee. This presumably went to members and supporters alike. It was nowhere close to even the field next to the ballpark of being as bad as previous examples, but, unfortunately it started with the words:
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Back to reality on datacentres
Dysfunctional council to be abolished after years of controversy and "all out civil war"
Jack Nicholls 
David Le Grice 
Jason Connor 
Richard Whelan 
Peter Davies 