Best practices in nonprofit email engagement


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Best practices in nonprofit email engagement

  1. 1. Best Practices for Email Engagement Email Consumption StagesSender Name/Email Address • Consistency in both helps build recognition and trust. • The from line is the first thing people read, and is an important factor in whether or not the email is opened. • As little as 20 characters will display in the from line. • Determine what is most recognizable for your event. An event with a newer coordinator can use the event name, while an event with an established and well known coordinator can use the coordinator name, followed by event name. • Use the same email address for the entire event season and from year to year. Ask to be white listed (to be added to safe senders list).Subject Line Email Marketing puts the focus on the organization/event. • Be specific, not misleading. Email Engagement puts the focus on • Provide a sense of urgency. your constituents. • Speak to their needs and interests. • Put the most important information first. Write what is important to them, not what is important to you. • Length: Between 20 and 50 characters, 60 max.Preview Pane/Above the Fold • More than 70% of email users report utilizing the preview pane. • The preview pane often only shows the top 2 – 4 inches of the message, frequently with images blocked. • Put the most important content, the value proposition, or the action item in the first few lines of the email. • The first few lines should draw the person in and encourage them to continue skimming in the preview pane or to open the message.
  2. 2. The Email Challenge: Online distractions Attention SpanPut the most important content in components of the emails that can be easilyskimmed. Headlines get the most attention followed by bulleted or numberedlists. Links are also eye catching. Only 19% (and declining) of Use a conversational tone. No corporate or flowery emails are read, language. the rest areNearly 20% (and skimmed.increasing) of all Short, to the point sentences. Paragraphs should be noemail opens take longer than five to six lines. Email itself should be no place using a longer than two screens. mobile device. One call to action - Bring the horse to water. Tell them what they should do, why they should do it, and how to take the next step. Use colorful buttons and multiple links that lead to the action.Audience Segmentation and ConditionalsOne of the most important decisions you can make in preparing an email blast is who the recipients willbe and what content is relevant to segments of your overall audience.Ideas for audience segmentation and content conditionals Team captains Survivors, program recipients “Even if you have permission to send Funds raised Team members an email, people will not open it, Individuals read it, or stay on your list very long Number of emails sent if the information you send isn’t Date of registration relevant to them.” Updated personal page Changed goal -Jeffrey Rice, MarketingSherpa Self donors Past participants Virtual participantsImproving email response rates is a long term undertaking, with a foundation in trust-building. Your job is to provide relevant content to people who want to receive it. Youremail campaign should have constituents at the center, not the organization or yourevent. Remember, it is not all about you and one size does not fit all.