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Transcript

  • 1. EMAIL
  • 2. Types of email communications
  • Email newsletter facts and figures
    • Benefit-laden or intriguing subject lines increase open rates.
    • 5. Email newsletter click-through rates are nearly double that of email fundraising appeals, showing constituents’ willingness to click items with a lower level of commitment than a fundraising ask.
    M+R Strategic Services 2009 eNonprofit Benchmarks Study
  • 6. Email newsletter tips:
    Design
    • Place the most important articles at the top
    • 7. Appeal to skimmers: use headlines, subheads, and short chunks of text
    • 8. Have a consistent banner and a prominent sidebar
    • 9. Rely less on the use of images by maximizing the use of HTML for an exciting, interesting layout
  • Email newsletter tips:
    Content
    • Mix informative articles (how-tos, top ten lists, Q&As, success stories) with calls to action and fundraising appeals
    • 10. Adjust topics with what’s happening in the news
    • 11. Tell stories to engage donors in our work, to reinforce their giving decisions, to inspire them to do more, and to encourage more word-of-mouth marketing on our behalf
    • 12. Include fun stuff!
  • Email newsletter tips:
    Personalize
    • Make the newsletter sound as though it’s written by one staff person speaking directly to one supporter
    • 13. Talk about the staff, donors, or volunteers involved in the work and include pictures of people
    • 14. Give articles bylines
    • 15. Write in a casual, conversational style
    • 16. Ensure that if someone hits “reply,” a real person will see their message and respond
  • Email newsletter tips:
    Make taking action easy
    • Once our supporters read the newsletter, what’s next?
    • 17. Include specific calls to action and links that make following through as simple as possible
    • 18. Keep in mind that click-through rates for donation and take action links in email newsletters are still considerably lower than click-through rates for stand-alone action alert emails and donation appeals
  • Our email newsletter plans:
    Create content
    • Set an editorial calendar
    • 19. Collect stories from:
    • 20. Employees
    • 21. People we help
    • 22. Our supporters
    • 23. Get volunteers to take pictures at our events and set up a photography archive
  • Our email newsletter plans:
    Build and maintain our list
    Address capturing
    • Have sign-up form in the same place on every page of the website
    • 24. Allow people to segment themselves by interest
    • 25. Tag and target stories accordingly
    List maintenance
    • Consistently remove bounced emails
    • 26. Make it easy to opt out
  • Our email newsletter plans:
    Monitor results
    How many people are:
    • Opening the email?
    • 27. Clicking on links? Which ones?
    • 28. Following through on calls to action, like donating?
    • 29. Unsubscribing?
    • 30. Not receiving emails because our newsletters bounce?
    Ask for feedback: ratings for each issue, additional comments