We all use email to communicate to some degree. (We know this because you likely got to this story by reading an email from us and clicking a link in it.) Email is quick. It is efficient. It costs a lot less than direct mail. But it’s also easy to have an email be disregarded or missed by its intended recipient. When you need a recipient to take a particular action, such as to volunteer, to sign a petition, to call their elected officials, or to donate, you need your message to work.