No one reads every single word of an advocacy email, but when first reading that, I was able to get the gist immediately: There’s this thing called the Wall. It’s a place to share our thoughts. Seeing what text is linked also helps. I would have liked to see the linked text in its own paragraph, though.

The biggest mistake the email makes is that it sticks the graphic in the middle of a very long message, rather than at the top. It’s been empirically proven that people love clicking on friendly looking images. And getting clicks are the whole point of sending advocacy email.

Also, disagreeing with Joe Flood, I don’t think “The Wall” is all that ominous, but that may be due to generation factors. When I think of the Wall, I immediately think of a Facebook Wall: A place to share things with your friends. I’m pretty sure that’s what the Repower America folks intended.

Also, the language of this email is very Orwellian, almost like a mandatory hate session. The Wall sounds scary and all-controlling. Intimidating – the Wall knows all about you. You drive an SUV, don’t you?

“Our grassroots organizers in the states will use the Wall — your Wall — as proof that all of our friends and neighbors are as committed to clean energy as we are”

“There will be no place to hide. The Wall will be everywhere.”

This will be mocked ruthlessly on talk radio and deservedly so. Way to divide people, enviros. How about a positive campaign rather than trying to scare or intimidate people?

And I’m sure I’m not the first person to say this but, “Mr. Gore, tear down this Wall!”