Most innovation programmes lose participants not because people did not care, but because no one told them what happened. The launch email goes out. Ideas come in. Then silence. Three weeks later, half the people who submitted have forgotten they did, and the other half have assumed nothing came of it.
This template pack gives you four ready-to-send emails for every stage of a campaign. Copy them, adapt the sections in brackets to your context, and send them on schedule.
Why Communication Determines Participation
Here is the pattern that kills idea programmes. An organisation runs its first campaign. It goes reasonably well. Decent submissions, some standout ideas. Then nothing is communicated for six weeks. When the next campaign launches, participation is cut in half. Not because people stopped having ideas. Because the silence taught them it was not worth the effort to submit.
The four emails below break that pattern. The last one, the outcome communication, is the most important email in the entire programme. Not the launch. The outcome.
Email 1: The Launch Announcement
When to send: The day the campaign opens, to all invited participants.
Subject: We want your input on [topic]
Hi [Name],
We are running an idea campaign and we would love your perspective.
[One or two sentences describing the challenge in plain language. What are you trying to improve, solve, or explore?]
The campaign is open until [close date]. You can submit your idea in about 5 minutes here: [link]
A few things worth knowing: you can submit anonymously if you prefer. All submissions are reviewed by [name or team]. We will share what we heard and what we are doing about it by [date].
Even a rough idea is worth sharing. We are not looking for fully developed proposals. We are looking for honest input from people who know the business.
[Your name]
Why this works: it is short, it sets a concrete deadline, it makes a specific promise about follow-up, and it lowers the bar for participation. Most launch emails fail because they oversell the campaign and raise the bar too high.
Email 2: The Reminder
When to send: Three to five days before the campaign closes.
Subject: A few days left to share your ideas on [topic]
Hi [Name],
Quick reminder: the [campaign name] campaign closes on [date].
We have already received [X] ideas. Some themes we are hearing a lot about: [theme 1], [theme 2].
If something came to mind when you first heard about this but you have not had time to write it down, now is the time. It does not need to be long. A clear description of the problem and an idea for solving it is enough.
[Submission link]
[Your name]
Why this works: mentioning the number of ideas already submitted creates social proof. Sharing emerging themes shows the campaign is real and active. Restating the bar removes the excuse of not having a polished idea.
Email 3: The Receipt Update
When to send: Within one week of the campaign closing, to all participants including those who did not submit.
Subject: [Campaign name] is closed. Here is what we heard.
Hi [Name],
The [campaign name] campaign closed on [date]. Here is a quick summary of what came in:
[X] ideas submitted from [X] participants. Top themes: [list 3 to 5 themes in plain language]. Some standout submissions we are already discussing: [brief description of 2 to 3 ideas, without identifying who submitted them].
We are now reviewing all submissions with [responsible team]. We will share our decisions on [specific date].
Thank you to everyone who took the time to contribute.
[Your name]
Why this works: it closes the first loop. People find out that something actually happened with their input. Sharing themes validates that the review is substantive, not a box-ticking exercise. And naming a specific date for the outcome creates accountability.
Email 4: The Outcome Communication
When to send: When you have a decision. Even if the decision is not yet final. This is the most important email in the entire sequence.
Subject: Here is what we are doing with your ideas on [topic]
Hi [Name],
When we ran the [campaign name] campaign, we made a promise: we would tell you what we decided. Here it is.
What we are moving forward with: [Describe 1 to 3 ideas that are advancing, what they are, and what happens next. Be specific about who owns it and what the next step is.]
What we are saving for later: [Describe ideas that have merit but will not be acted on right now, and why. "It is not the right time" is a real answer. People will respect it.]
What we are not moving forward with right now: [A short honest reason is enough. "We cannot act on these with current resources" is better than nothing.]
If your idea is in any of these categories, that is the answer. We will be running another campaign on [topic or timeframe]. Ideas that were parked will be the first things we review when that cycle opens.
Thank you for contributing.
[Your name]
Why this works: it keeps the promise you made in the launch email. It treats contributors as adults by giving honest reasons, not just "thank you for your submission." And it sets up the next campaign by showing the process has integrity.
How to Run Great Communication Campaigns
Launching a great idea challenge is only half the battle. The communication sequence matters as much as the campaign itself. When organisations experience low repeat participation, the problem is often not the ideas or the process. It is the silence that comes after. A clear, honest communication sequence transforms the experience from "I submitted an idea and nothing happened" to "I submitted an idea, it was evaluated, I understand the decision, and there is a clear path forward for the next cycle."
FAQ: Common Questions About Campaign Communication
Should the outcome email identify who submitted the winning ideas?
Only if they want to be identified. Some people are happy to have their name attached to a successful idea. Others prefer anonymity. You should have captured this preference at submission time. Honour it in your outcome communication.
What if we do not have clear decisions to announce by the promised date?
Send an update. "We are still evaluating. We will have a decision for you by [new date]." The worst thing you can do is miss the date you promised. That signals that the programme is not serious. A revised timeline, with a new specific date, is credible.
How do we handle ideas that are good but do not fit into our innovation categories?
Recognise them honestly in the outcome communication. "This idea is great and you are right that we should be thinking about it. It does not fit our current focus, but we are parking it. When we launch a campaign on this topic, this idea will be at the top of our review list." That honesty builds more trust than silence.
Related Guides
- How to Keep Campaign Momentum When You're Running Multiple Challenges
- How to Give Feedback That Builds Trust (Even When the Answer Is No)
- The After-Action Checklist: What to Do After Your First Idea Campaign
→ See our full comparison of the 10 best idea management tools
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