Email 101 for
Nonprofits
Jon Burgess, MBA
Jon Burgess
• RedFusion Media, Digital Consultant
• American Advertising Federation, Board of Directors
• University of Re...
Email Basics
• Email is cost effective
• Nonprofits should use email to nurture

http://e-benchmarksstudy.com
ICANN Basics
• Respect your subscribers’ privacy so they will stay
Active.
• State that you will never sell their informat...
DO NOT
•
•
•
•

Send an email to 10+ (Carbon or Blind Copy)
Send emails to people who do not want them
Buy Lists
Send more...
10 Steps
1. Lists
2. Set Expectations
3. Goal Setting
4. Who is Sending
5. Subject Line
6. Email Body
7. Personalize
8. Si...
Step 1: Lists
• Step 1: Optimize for
Deliverability
• Good lists. Segment if
possible
• Add a “Signup” to
your website.
Step 2: Set Expectations
Why they should subscribe
How many emails will they receive
When they will receive the emails
Wha...
Step 3: Goal Setting
• Why are you communicating?
• What are you asking for?
Examples:
o Alert customers of a new feature ...
Step 4: Who is Sending
Email Address & From Name
• Corporate email account
(jon@redfusionmedia.com)
• Personal Names (Jon ...
Step 5: Subject Line
• Call to action so the recipient knows what action
they need to take and why.
• Simpler is better
• ...
Step 6: Email Body
•
•
•
•
•
•
•

Compelling information
Most people read email in less than 10 seconds
Use bullets to bre...
Step 7: Personalize
• Most systems allow
you to personalize
the email
• Include First Name
Step 8: Signature
• Add a signature at the bottom
• Keep it personal, from a real person
• Personalize if your relationshi...
Footer Example
Step 9: Proof & Test
•
•
•
•

Make sure you proof your work
Make sure another person proofs your work
Send a test message ...
Step 10: Send & Review
• Select your lists.
• Hit send.
• Watch for results, look to respond to questions or
comments
• Re...
Email Tools
•
•
•
•
•
•
•
•

Mail Chimp
Constant Contact
Vertical Response
iContact
GetResponse
HubSpot
Infusionsoft
http:...
Marketing: Email Best Practices for Nonprofits - 101 - Jon Burgess
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Marketing: Email Best Practices for Nonprofits - 101 - Jon Burgess

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Email marketing best practices for nonprofits by Jon Burgess of RedFusion Media. This is a 101 presentation to help organizations communicate effectively and in an engaging way using email. Includes: ICANN, unsubscribe, list management, follower growth and more.

Published in: Marketing, Technology, Business
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Marketing: Email Best Practices for Nonprofits - 101 - Jon Burgess

  1. 1. Email 101 for Nonprofits Jon Burgess, MBA
  2. 2. Jon Burgess • RedFusion Media, Digital Consultant • American Advertising Federation, Board of Directors • University of Redlands, Internet Marketing & Social Media Adjunct Professor www.linkedin.com/in/jonburgess www.twitter.com/jonburgess
  3. 3. Email Basics • Email is cost effective • Nonprofits should use email to nurture http://e-benchmarksstudy.com
  4. 4. ICANN Basics • Respect your subscribers’ privacy so they will stay Active. • State that you will never sell their information or give their information to a third party. • You must also honor their request to be removed from your list. • CAN-SPAM law
  5. 5. DO NOT • • • • Send an email to 10+ (Carbon or Blind Copy) Send emails to people who do not want them Buy Lists Send more than twice a month
  6. 6. 10 Steps 1. Lists 2. Set Expectations 3. Goal Setting 4. Who is Sending 5. Subject Line 6. Email Body 7. Personalize 8. Signature 9. Proof and Test 10. Send and Review Statistics
  7. 7. Step 1: Lists • Step 1: Optimize for Deliverability • Good lists. Segment if possible • Add a “Signup” to your website.
  8. 8. Step 2: Set Expectations Why they should subscribe How many emails will they receive When they will receive the emails What the emails will be about What address and brand/person are the emails being sent from • How will you care for your list • Who in your office is responsible • • • • •
  9. 9. Step 3: Goal Setting • Why are you communicating? • What are you asking for? Examples: o Alert customers of a new feature or product and see how many customers adopt it o Announce an upcoming event and measure how many people register for it o Send an email to get people to subscribe to your blog and measure how many subscribed o Make donors aware of your social media pages, grow followers
  10. 10. Step 4: Who is Sending Email Address & From Name • Corporate email account (jon@redfusionmedia.com) • Personal Names (Jon Burgess) work best • Secondary Name of “RedFusion Media”
  11. 11. Step 5: Subject Line • Call to action so the recipient knows what action they need to take and why. • Simpler is better • Short and to the point
  12. 12. Step 6: Email Body • • • • • • • Compelling information Most people read email in less than 10 seconds Use bullets to break up content Include links to Call to Action Plain text, do not use exotic fonts Images, use just a couple Keep it clean and simple
  13. 13. Step 7: Personalize • Most systems allow you to personalize the email • Include First Name
  14. 14. Step 8: Signature • Add a signature at the bottom • Keep it personal, from a real person • Personalize if your relationships, like salesmen are connected to specific people • Place all of your organizations contact information in the footer • Add in your social media links • Include and “Unsubscribe”
  15. 15. Footer Example
  16. 16. Step 9: Proof & Test • • • • Make sure you proof your work Make sure another person proofs your work Send a test message to you and a few colleagues Check all images, check all links
  17. 17. Step 10: Send & Review • Select your lists. • Hit send. • Watch for results, look to respond to questions or comments • Review and measure your Sent, Open, Clicks
  18. 18. Email Tools • • • • • • • • Mail Chimp Constant Contact Vertical Response iContact GetResponse HubSpot Infusionsoft http://e-benchmarksstudy.com
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