Desire and UX

In 2013 Lamborghini, the car firm founded by the Italian industrialist Ferruccio Lamborghini, produced 2,121 cars. By hand. And these cars sold for about $200,000 apiece.

Meanwhile in the same year Fiat, the Netherlands-based manufacturer, produced over 2 million cars, with mid-range Fiats costing about $25,000.

As a product they broadly serve the same function. But the question is, which is the more desirable car? Which would you rather own, a Fiat or a Lamborghini?

And how do we choose?

Once asked that question we find ourselves assessing the qualities of the two cars. We rationalise the miles-per-gallon and insurance costs, sure. But with the Lamborghini we find ourselves thinking about the speed, the design, the workmanship, the materials, the aesthetics. We visualise it.

And very quickly we realise that one of the main factors in our decision-making is desire.

Desire in UX

Desirability is established in users – and instilled in a product – through brand, image, identity and aesthetics.

But aren’t brand and identity separate disciplines to UX? Does adding brand, identity and image into the remit of UX design stretch the concept of UX until it becomes too broad and unworkable?

Such questions lead us down the wrong path. And in order to show why, let’s break it down a little…

Beep beep! What does a classic Merc say about its owner?

Aesthetics, brand, image and identity

The aesthetics: Lamborghini cars have a very strong aesthetic – you can always recognise a Lamborghini. A Fiat, probably less so.

Their brand is clear too: luxury and high end. Lamborghini cars are expensively finished, highly-engineered and probably have way higher quality parts than would typically be required of an everyday driver.

They also come with – and impart to their owners – a strong image: the cars have associations with the world of motor-racing (and shh… a historical connection to the world of tractors, but that’s another story).

Through this they allow their buyers to attain a certain identity: only a few thousand Lamborghini cars are made each year, so owning one means being part of a highly exclusive club.

Finally, all of these aspects of desirability mean Lamborghini cars, as products, instil strong emotional feelings in their users. This is likely to include pride and confidence, but overall it’s satisfaction.

Satisfaction in the UX formula

Satisfaction is the elusive quality that sits alongside utility and usability to create the user experience.

User Experience = utility + usability + satisfaction

Just one of the many UX formulae out there…

So back to the right way of thinking about this issue…. The question we should be asking ourselves as product designers and UX professionals is: what elements of brand, identity and image can we include in our product world that increase the satisfaction of our user?

There’s a lot of opportunity here: from major features that build tribes, that create exclusivity and reward power users; to the aesthetic decisions we can make on interaction animations, transitions, the colour palette, imagery, content tone/language and more.

Window Seater

This is a question I’m thinking about as we grow Window Seater. For a travel app, how can we leverage brand, identity and image in the user experience?

At Window Seater, Pete and I believe that, as travellers, we should build connections to the people, history and cultures through which we pass. And we believe in a new approach to storytelling: handmade, high quality stories that better connect us to the world and its people.

So how can we build desire around this and bake it into Window Seater’s products? How can we make users desire to be a part of our tribe?

Desire in the digital world

An example we can all learn from is Maptia – ‘home to a world of stories’ about the world and its peoples – and see how they’ve employed thinking about brand, identity and image in their UX.

Take a look at Maptia’s journey from 2014 to present day. Notice the enhancements to its design and the creation of a high-end feel via its typography, imagery and palette. Notice too the visual priority given to the Maptia community in the 2018 design.

Maptia homepage in 2018

And of course, the focus and pull of its improved mission statement, from:

At Maptia, we believe that if people from every country, every culture, and every background shared the stories of their lives and of their travels, then the world would be a more understanding and empathetic place. We also believe that this would encourage people to get out there and make the most of their short time on this planet. Our mission is to gather these stories together and create the most inspirational map in the world.

Maptia’s Mission Statement circa 2014


At Maptia, our mission is to foster empathy through storytelling.

We aim to provide a platform for those who document and capture the world around us, bringing them together to create a lasting record of life on Earth; so that people everywhere can experience the cultural and natural wonders of our planet, can feel more connected to the biggest issues facing the world today, and can be empowered to create a better future.

Maptia’s Mission Statement circa 2018

Notice how the vision is now so much grander.

Also the focus has moved from 2014 team’s internal ambition, to 2018’s focus on appealing to and servicing an existing tribe: the photographers, writers, explorers and those passionate about our planet.

For us Maptia’s approach is hugely inspiring and definitely something to learn from.

So what exactly can we learn from all this?

As product managers and UX professionals, when we’re building products we need to factor desire into our product world to increase the satisfaction of our users.

When building our product we need to identify early on, what are the brand values it stands for.

We need to consider the image it presents, and the identity that it will impart to its users and which delivers them emotional satisfaction.

Seth Godin, in his writing on marketing and his excellent podcast Akimbo, talks about the refrain that people repeatedly tell themselves. Namely:

People like us do things like this.

Seth Godin

Or, taken another way, “people like us use products like this”.

Seth explains that anyone involved in marketing needs to reach out to these people, to this audience. Because these are the true believers and advocates for your product.

Before we can do that though, we need to know what the “this” is.

We need to think about image – or the reflective qualities of our product (thanks Don Norman!). What are the stories that the product tells about itself, and which the user can then tell about themselves? Whether it’s a travel app that signals that we, the users, believe in fundamentally connecting to the places and people through which they pass, or a luxury sportscar that signals their owner has status, that they’re powerful and part of an exclusive group.

When we do this, we’re on the right path to deliver satisfaction and increase the chances of a successful product. So yes. Yes desirability is 100% part of UX.


Online payments: one step closer for Myanmar’s startups?

Fantastic news this month for Myanmar’s startups and entrepreneurs: The Central Bank of Myanmar has finally removed restrictions on the use of domestically issued Visa cards.

But what does this mean for startups?

Until recently, domestically issued cards couldn’t be used for purchases within the country. This meant that anyone who held a card could only use it to make payments overseas, or through overseas-based online platforms. (On top of this, if you were using one of the pre-paid cards, you often faced the situation of reaching a checkout page only to find that a pre-paid card wouldn’t be accepted, and all your previous form-filling efforts were for naught.)

In a country where internet access has gone from 2 million to an estimated 39 million in just 3 years, over half of Facebook’s Myanmar 15+million users joined in the last 6 months, and mobile phone penetration has equally zipped up from 6% to a (possibly disputed) 90% since 2012, this was a major problem for startups looking at generating online revenue.

Non card-based payment channels for Myanmar digital startups

As a solution, for revenue many online startups relied on cash-in-hand payments, such as handing cash to delivery drivers or payments made in person direct to business representatives (esp. in the case B2B businesses).

Some (including myself) have also experimented with revenue models that rely on transferring phone credit – a complicated scenario when factoring in the three (soon to be four) different, incompatible operators. Others still have relied on printing their own scratch card vouchers which are stocked by local partners and redeemed online or by phone (actually, this can be quite a good solution when you consider the low cost of printing, low financial literacy and the cash based economy).

These recently announced changes herald a new era where online payments are increasingly possible and revenue at last flows directly from individual customers to startups via online payment gateways.

Slow or fast? The adoption of a digital economy in Myanmar

However, it’s not the answer to the startup entrepreneur’s prayers just yet: we must accept that true change will take time.

Like others, I’ve been excited to see the appearance of ATMs around Yangon in the past year, but the card-carrying culture is not yet established. The country still only has an estimated 1,500 ATMS for a population of 54million. That’s 1 ATM for every 36,000 people. Meanwhile neighbouring Vietnam has a much healthier ratio of 1 ATM for every 5,200 people.

On top of this, cash is in Myanmar is something special. Of course physical currency everywhere is something tangible and known, however within Myanmar it is also associated with mighty levels of distrust, trust and authenticity.

The Myanmar Kyat – emerging from a turbulent history

Myanmar’s Kyat has gone through two horrendous currency demonetisations in recent years – the 1987 demonetisation of a range of notes without warning or compensation made 75% of the currency worthless overnight. The Kyat does not feel inherently stable.

Additionally, as Myanmar returns to the world stage, Myanmar people are eager to help restore the previously-hobbled country to the powerful economic status it once enjoyed and deserves.

Could these be push factors that encourage an explosion in card uptake and which fuel a growth in Myanmar’s digital economy, to mirror that of smartphones and internet penetration?

And yet, and yet… go into any Myanmar bank today and you will see people withdrawing bricks upon bricks of notes. And, where they are collecting US dollars, still inspecting each and every note with a close eye, ready to reject them upon detecting the slightest blemish. This is despite these notes being handed to them by the bank itself, and in blatant rejection of recent decrees that it is no longer acceptable to refuse blemished dollars.

With so much energy and scrutiny going into the printed currency, can we imagine that Myanmar’s people will so readily embrace the opaque world of cards and digital transactions?

So, how should startups view the opportunities in Myanmar’s digital economy?

We must lean to the optimistic; online card payments are the future, but will be just one amongst multiple payment mechanisms.

The case for card payments:

Despite the Kyat’s turbulent history, and despite the physical comfort of cash-in-hand, there is an internal, undeniable drive to restore Myanmar to the world stage that is remarkable in its pressure. This will quickly overcome caution and reticence about cards and card payments.

Plus, significant numbers of Myanmar’s digital startup entrepreneurs have experience working or studying overseas, and are looking to opportunities in their country of birth. Returning to Myanmar, integrating online payment gateways into their platforms is a normal practice to them, and these digital entrepreneurs will help drive a wider uptake of cards and online transactions.

So startups that begin building for and strategizing for online payments now will be in pole-position as card uptake soars. Those that don’t will be quickly left behind.

Support card payment with other payment channels

However, to succeed into the immediate future, startups should a) provide Myanmar’s citizens as much support and transparency as possible to encourage online card payments; and importantly b) remember to still invest in other payment channels.

ATM rollout – and therefore card uptake – isn’t going to be instantaneous in a country the size, geography and economy of Myanmar. Meanwhile, competition between the Telcos is going to become increasingly fierce and in an attempt to solidify their market shares it is only a matter of time handling fees are cut and deals are struck that allow transfers of credit between different operators. Such moves will advance mobile payments in a significant way.

In short: The future looks good. Startups should build strategies and channels for accepting card payments in Myanmar now, but also recognise that payments via phone credit is going to increasingly become another viable channel. Both must be explored and accounted for.

What do you think about Visa’s announcement, and about how to handle online payments in Myanmar? Let us know in the comments!


How to cover live events on social media (part 3)

Welcome to Part 3!

Head over to Part 1 if you want to read about Setup and Team Management for your live social media coverage.

Or jump into Part 2 to read about your tools and social media workflow.

Prep – how to get ready to cover your event

Vitally important! With some thought gone into your workflow, you need to start getting ready for your event a few days in advance!

1. Get everyone’s Twitter handles & job titles

Speakers, panellists, attendees from your own organisation – get their handles and job titles, put them in a spreadsheet or text doc.

Now whenever you’re writing tweets, it’s easy to flip back to this doc as a reference, and to cut and paste their correct handles in.

Share this with your team! And if you’re using Slack, pin it as an important document in your team’s channel. Now everyone has it to hand!

Don’t forget to share it with any delegates from your organisation too!


2. Get the event running list

Obvious, really. Again, pin it in Slack.


3. Get the speeches a day beforehand & prep messaging early

Members of your organisation giving any speeches?

  1. Get the text of their speeches in advance. It doesn’t matter if it’s going to be tweaked a little more after they send it.
  2. Now cut the speech into tweetable quotes.
  3. Again, even if they differ from these on the day, it’s a moment’s work to edit them and post them live. You’re in the business of saving yourself seconds here!
  4. If you’re using Sprout, set the Queue times, starting at a point in the future (e.g. later tonight). Now when you’ve cut the speech into tweets and drafted them in Sprout, you can just click to Queue them, rather than save them as drafts.Why do this? Well, it keeps this content separate from the other content your team are writing and saving in the Drafts folder.Just don’t forget: at the end of the session, clear your Queue of any unused content otherwise it WILL be published!

Tools you need:

  • Sprout Social to save the draft tweets / queue up content
  • Some way of listening live to the speech so you can publish at the right time.
    If you can’t access a live stream, agree with a Content Gatherer that they should attend the session, listen, tweak the tweets and press publish


4. Craft reusable visual assets in advance

You’ll want to vary the content you’re sending out so it’s visually appealing and not a list of text heavy he-said-she-said quotes.  So invest some time and energy now in creating some image templates you can use with your tweets.

Useful options include:

  1. Speaker headshots with room for quotes – contact the event organiser to supply photos of the key speakers and panellists
  2. Generic image of event
  3. Generic image of panel / session / day info
  4. ‘Coming up’ image assets, with individual panel or session info

For all of these, you should of course make sure you include the event / your organisation branding and hashtag.


5. Create some blank templates, for unexpected content opportunities

If you’re doing your own graphic design then this is paramount. However, it’s also incredibly important if you usually use an external agency or designer to create your visual assets.

Basically during your event it’s guaranteed that a moment will come when a great photo comes in and you urgently need to post it.

You could just post it, sure, but the simple addition of your brand logo / messaging in the corner will really enhance your content and reinforce your presence.


  1. get hold of your brand logo files (.png with transparency, Illustrator or Photoshop)
  2. create new PSD files in the right social media sizes
  3. and arrange your brand logos / messaging in one corner as a new layer
  4. lock it in place

Now voila! When your Content Gatherer sends a great shot of the Prime Minister pausing to chat to your CEO in front of your event poster, you can whip open that template, drop in that image, brand, export and publish it in seconds!

Tools you need:

  • Photoshop – create some PSDs in the right sizes for your social channels
  • Canva – “amazingly simple graphic design software” online. And it is too! Create an attractive and social media consistent template (you can use the professionally looking example layouts as a start) and drag and drop in your assets. Done!
  • Landscape – “streamlined image resizing”, also by Sprout Social. You can’t add logos, but you CAN just select your target social media channel(s), upload an image, and crop and download it in the right sizes for Twitter, Facebook, Instagram etc


6. Communicate activity in advance & explain the running order

Don’t forget, if you’re going to be deluging your followers with tweets and content from an event, you’ll want to remind them in advance – at least a few times – that tomorrow you’re going to be tweeting live.

Equally, make sure that those people who are actively following you during the event know exactly what’s going when. Set the scene. Give them timings and cues.

“Tomorrow we will be tweeting live from Music Impact 2017! Follow us for … ”

“Coming up next, the Artist Copyright session on….”

“The panel are now accepting questions from the audience.”

“Final question: What do the panel think about…”

“That’s the end of our session on Artist Copyright. We’ll be publishing our analysis in the next few hours, over at…”

“We’re breaking for lunch for an hour here. Tune in at 2.30pm for…”

“And that brings Day 1 to a close! Great sessions on …. And tomorrow promises ….”

“We’ve curated some of the best tweets from today, here….”


The wrap up

Event running over a few days? Be tidy!

You made it this far! Great. Now, when your day comes to an end you’re going to be tired and wanting a serious wind down (beers with the team will sound good). But at the end of the day, this is probably the only chance you’re going to get to prep for tomorrow.

It’s time for some super important chores.

Clear out your draft content

Purge your Sprout drafts! Cull the tweet ideas saved in that doc! Be ruthless! If something wasn’t good enough to use today, don’t leave it to clutter up your draft content and your thinking tomorrow.

Because when tomorrow comes, you’ll probably have no time or headspace to even remember what you were trying to say the day before, and the drafts from the day before WILL confuse you and your team and slow up your flow.

Tidy up the assets

Prune duds, sort and organise your folders. Apply a naming convention to your files. Tomorrow you’re going to be awash with content again, so 5 minutes renaming and filing content now means you’ll be faster and more efficient tomorrow.


Now you can relax. Great job! Wind down. Think about what you’d like to try out tomorrow…

(What’s that? This was a one day event? Lucky you! Now don’t forget to get those tablets back from your Content Gatherers, and log out of everything you installed – even delete the apps entirely! You don’t want to leave your social media channels wide open!)


What did we miss?

Every event is different and every event rewards you with new experience and tips. So what’s missing in this guide? Let us know in the comments!


How to cover live events on social media (part 2)

Welcome to Part 2! Head over to Part 1 if you want to read about Setup and Team Management for your live social media coverage.


Your social media team kit


The Content Manager is going to need a computer with a mouse. If this is you, you could theoretically just use a tablet, but the speed at which you’re going to be working along with the other software you need access to (e.g. Photoshop) mean you really do need the flexibility of a computer and mouse.

Tablets, not phones

Tablets go to the Content Gatherer(s).

Don’t be tempted to allow the people doing this role to just use their phones. They may be able to type on a phone fine, and take okay pictures, but the tablet allows:

  • access to all the other channels and apps they need
  • quicker typing
  • with a dedicated piece of kit in hand, more focus on the work ?

There are many companies out there that will rent tablets for a token day rate, deliver and collect them.

Top tip: Get the tablet a day or two in advance to give you time to download all the apps and get your team familiar with them

Top tip: If renting, remember to ensure you are sent their most recent models. Later ones have better cameras.

Top tip: Many hire companies will also rent you a tablet with a 4G data connection for a small charge. Use it – for a couple of $ it means you’re not reliant on the venue’s wi-fi and you get some peace of mind.


Setting up your workflow

With all of the content coming in you are going to need a workflow and establish this with the team.

We really recommend Sprout Social for this. If you don’t already know it, it’s a great social media management, monitoring and reporting tool whose strength really lies in the way it lets teams of people co-create content.

Users can create and publish messages, share saved drafts, queue up content for automated publishing at set slots each day, and you can allocate incoming messages amongst your team as Tasks that need a response.

If you’re not using Sprout, fear not: just adapt the following for whatever you use, and try to keep in line with the principles.

Stay in touch

Content Gatherers should be continually updating the Content Manager with what’s going on. They should be telling him/her they’re going into a new session; that the CEO is speaking next; that questions from the public will begin in 5 mins, etc.

It’s very easy for the Content Manager, who isn’t in the same space, to get cut off and not know what’s happening. This will impact on the content going out and the editorial control will break down.

For example, it’s too easy for the Content Manager to assume, say, that a session is finished and then move on to publishing something else. But then additional content comes in from the first session, and it isn’t used because it’s now out of place. This just frustrates everybody.

Tools you need:

  • Slack: Set up the app on your desktop and tablets. Now make sure everyone has an account, set up a channel for the content team, and set up private message channels with each other in advance too.
  • If for whatever reason you don’t use / can’t use Slack, a Skype group is fine.


Create a channel for sharing assets:

Your content gatherers are going to be out and about, collecting assets, taking photos, and you need to be on top of these.

Tools you need:

  • Slack – great for visibility and everyone can see what each other is collecting
  • Dropbox / Google Drive – preferential if you want the team to upload assets to a shared folder, which has the bonus of putting them all in one space and saves you a pulling them out of Slack.

Top tip: upload speed. At an event, uploads speeds can be painfully slow, so don’t expect photos and videos to be available immediately!

Top tip: Hey, Content Managers! Organise that content as soon as it comes in! If everyone’s uploading photos to a folder, there are bound to be some blurry, lower quality duds in there. Delete them as they arrive. Perhaps even pull the good ones out into a ‘selected photos’ folder.

If you don’t, very quickly you’re going to be wading through assets just to find something to use.


Anything else you need?

Password management

It’s all too easy for a roving Content Gatherer to be locked out of a tool, channel or other resource they need to access. Their next step will be to bother you to reset their passwords or wait for a password reset email.

Instead, install your favourite password management tool, so they can access lost passwords on the go.

What? You don’t use one? Naughty. Go here, right now.

An extra app for note taking / easy writing

Because although your Content Gatherers will usually be writing content directly into Sprout, there will come a time (e.g. during a long speech) when they just want to open a doc, and type type type, and not worry about character length or saving*.

Then they can take a moment to assess, and then cut and paste the best bits as draft tweets.

A Word-like app is fine for this.

*Top gripe: Sprout Social! Although we love it, Sprout currently doesn’t let you save drafts that are over the character length for that channel.

On the one hand this is induces great discipline for writing social content, on the other this is really frustrating when you’re covering a live speaker that won’t pause for you to get their gold-nugget quotes down to under 140 characters!

Next up! Part 3 – Preparing for your event… and how to do post-event wrap up like a boss


How to cover live events on social media (part 1)

We’ve covered quite a few events on live social media over the years, from conferences with major media publishers, to international summits, to invite-only internal celebrations. And by and large, we’ve had a blast at all of them. Every time we do one we learn so much about what makes great event content, and also the best ways to plan and undertake the coverage.

So, what better way to share our learnings than a guide on running awesome social media from events!

Here it is then: a short series covering the team, workflow, prep and tools. Hope you find it of value! ?

(PS – We’re going to be focusing on Twitter here, but a lot of this applies equally well to Facebook, Instagram and other channels…)

Part 1 – Team up and set your roles & responsibilities

First, to effectively cover an event on social – no matter how big or small – you really need a minimum two-person team, with the roles divvied up as below.

And once you have more than one person, communicating these clear roles and work areas is paramount. Both your team and your wider org needs to know exactly who is doing what.

Let’s look at the first role:

Content Gatherers

One or more people need to be the Content Gatherers.  Their role is purely to take the photos, write the tweets, pen the posts, grab the quotes and interview the participants.

However, the one thing that they don’t do is publish.

They write, draft and save draft content, ready for publishing as part of your agreed publishing flow (more on this later).

They’re totally forward focused

Once a draft is saved, they don’t look back. They move on to the next piece of content. This frees up their creativity and keeps them focused on discovering and reporting gems.

In no way do they publish, retweet, comment or vary from hunting out and crafting good content. This is the duty of our next team member.

The Content Manager (‘the social boss’)

A role for one person only.

This role is to be undertaken by someone with the complete overview of the goal of the event, and a clear understanding of the organisation’s remit, editorial position, style-guide and tone of voice.

If you’re covering your own organisation’s event, then this is likely a more seasoned member of your social media team.

The role is tactical and focused. This person will look at all the draft content coming in to the workflow and make sure it’s on form.

If the Content Manager is you, here’s your tasks:

1. Punch it up

Proofread the draft social content, spot the typos, strengthen with a careful edit, and amend tweets. Don’t forget to fit in that all-important event / campaign hashtag (often forgotten by the fast-moving Content Gatherers)

2. Keep editorial oversight

Is your output overly focusing on one topic? Do you need to vary the media (reportage, quotes, photos, images, video, gfx)? Are any kinds of content or messaging getting better engagement than others?

With this in mind, you need to be directing the Content Gatherers accordingly.

3. Know when to throttle down or unleash the flow

You need to pace the content. Don’t hit publish as soon as draft content is signed off by you. Hit publish when you feel it’s ready, and know when to give your followers a break.

4. Handle the community… on your own schedule

Field the messages coming in via social, share and retweet only when it’s right to do so.

Respond when it’s appropriate. Yes, we all know it’s great to be responsive, and that you need to tear down that wall between your event, your organisation and the wider world.

However, just bear in mind that replies and retweets can sometimes interrupt your output when you need to focus on a flow of messaging.

This is why you and only you should be retweeting or replying to comments – don’t let anyone else stuff your feed with retweets that stack up on top of your crucial event coverage.

5. Root yourself

Position yourself in one location and let your organisation know exactly how to reach you.

We’ve worked this role in a separate room at an event (with the press pool), at a different end of the building, and on the other side of the city altogether – they can all work fine, as long as everyone in your team and organisation knows where you are and how to reach you.

6. Field the requests coming in / take one for the team

We all know that your social team get requests from across your organisation for tweets and posts, and that these sometimes don’t fit into your usual content strategy. At an event, this is going to happen a LOT.

Make sure that everyone attending this event knows that it’s you to bother with these, not the Content Gatherers. Suck it up.


In Part 2: Setting up your social media tools and workflow!


How AI will change the game for digital campaigners

Are you a digital campaigner? Are you keeping an eye on how evolving tech will impact on advocacy and campaigning?

Well you should, and especially if you use email campaigns. Because advances in tech mean that organisations that run supporter-driven mass email campaigns – especially those that send email to MPs, candidates and other political ‘targets’ – could soon find their efforts going to waste.

The case for change:

Evidence A:

At a recent digital campaigning forum, a member of one political party mentioned that major political parties are increasingly using filters to detect and automate replies to emails that come in via mass supporter-mobilisation campaigns.
Basically, they are employing tools that detect recurring email subject lines or body content and then using this to automatically send appropriate replies.

Evidence B:

This agenda for a recent hackathon:

This summer, The Fourth Group will host a Politician AI Hackathon to see how we can automate tasks politicians are expected to do. These tasks include: Understanding voters’ preferences; writing speeches; making strategic decisions in regards to policy proposals, and; addressing problems faced by constituents.

AI and its impact on email campaigns

Together these demonstrate that we’re only a small step away from AI and natural language processing being used to detect the subject matter of emails and issue appropriate responses on a MP / candidate’s behalf. The system could be choosing from a bank of preformed response templates, or even writing sections of replies directly.

This automation means MPs and their offices will be personally engaging with these emails (and by extension their constituents’ concerns) less.

And therefore taking action less.

Of course, in this scenario MPs’ offices may also soon be using data dashboards that show the public’s key areas of concern based on the numbers of emails received and grouped by topic.

But the empathy and emotional response that comes from directly reading a message from a concerned constituent, or the unease which comes from being on the receiving end of a deluge of angry emails, will cease to exist.

And perhaps even worse, it is the more ‘fringe’ and less emailed-about issues – which won’t have response-flows set up for them – that are likely to escape the system into the real world, be read by a human, and start a chain of cause-and-effect that will in some form result in some level of emotional engagement and action.

This is a big deal. Not just for anyone who wants to communicate with their MP, but especially for organisations that rely on mobilising its supporters to take part email campaigns.

So what should digital campaigners do?

Digital campaigner? Change your attitude

When it comes to setting up email campaigns, we could get involved in a war of attrition, increasingly varying subject lines and body content to get past increasingly sophisticated automated detection and replies.


The weakness of mass email campaigns isn’t their uniformity of content. It’s their uniformity of value to the recipient. The 51st templated email received by an MP is the same as the 50th, which is the same as the 49th, the 48th and so on. It offers nothing new.

To get beyond this, stop thinking of MPs and candidates as ‘campaign targets’ to be assaulted with repetitive communication. Treat them as another audience. Even better, think of them as some of your most potentially influential supporters.

Give them something of value. Give them something they can use.

Don’t just hassle them to pledge; give them a press release that they can send to content publishers.

Don’t just bombard them with templated supporter emails; ensure every email has a unique piece of data they can employ.

Ditch the mass emails altogether, and instead ask your supporters to come together to pool data or opinions. Use this to create a unique, valuable package and then give this to MPs and candidates.

Give them a suite of assets.

Give them content for a tweet.

Give them quotes.

Give them imagery.

Give them something that they can stand up and present with. That they can ask a parliamentary question with. That they can use as they try to make their first impressions in a new parliament.

The outcome could be an MP getting on board with your campaign’s goals. It could see them referencing your stats in a TV interview, employing a visual with your organisational branding, or even just generally better-respecting your organisation and its mission.

And, of course, it maintains a human relationship with those in political power, which in these times is an increasingly valuable commodity.