I’m on many newsletter lists, including the Environmental Defense Fund’s list. I love EDF’s mission, and that’s why I love re-writing their e-mail campaigns.

An e-mail campaign is a great way to reach your audience, but you’ve got to grab attention immediately, hold it, and then convert that interest into action.

I’ve rewritten and restructured a recent EDF e-mail, trying to do just that…

***

Daniel,

Imagine life as a polar bear.

Imagine swimming in frigid arctic waters, crossing melting ice sheets drifting farther and farther apart, and watching your cubs barely staying afloat.

Imagine your hunting grounds shrinking with each ice thaw, pangs of hunger churning your stomach more and more, and your cubs suffering from starvation.

Imagine being shoved closer to extinction with each breathe you take, your entire world disappearing in front of you, and being unable to do anything about it.

Now stop imagining, and hear this.

Two out of three polar bears will be gone by 2050.

That’s right. Two out of three, vanquished from existence.

But now, imagine something different.

Imagine YOU could help end this awful reality for polar bears.

Imagine YOU could help change this tragically bleak future.

Imagine YOU could help create a more hospitable environment for these magnificent animals.

Well, Daniel, here’s the great news:

You HAVE THE CHANCE to do something RIGHT NOW.

Start your monthly gift of $15 or more today and help protect polar bears from their increasingly hostile environment.

Donate NOW and help create a more stable and viable climate for them and millions of other animals.

Make your pledge and your first 12 monthly gifts will be matched $1-for-$1 by the Robert W. Wilson Charitable Trust.

And as special thanks, start your gift before midnight tonight we’ll send you your choice of a polar bear plush animal or stainless steel water bottle!

Daniel,

We CAN do something to change this sad reality for polar bears.

But we NEED to START NOW.

Make your pledge TODAY.

Thank you for your kindness.