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Types of email communications include advocacy, fundraising, and informative emails. Email newsletters have higher click-through rates than fundraising appeals, showing people are more willing to click on items with lower commitment levels. Effective email newsletters place important articles at the top, use headlines and short chunks of text to engage skimmers, include a consistent banner and sidebar, and rely less on images by using HTML formatting. Content should mix informative articles with calls to action and fundraising appeals, adjust to current events, and tell stories to engage donors. Personalizing the newsletter by writing in a casual style and including staff photos increases open rates. Calls to action should be easy to follow through on. Monitoring email newsletter results helps track opens, clicks, actions,
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Email marketing strategy
The document discusses developing an email marketing strategy. It recommends defining objectives for the email campaign, managing contact lists by segmenting into groups like clients and prospects, and crafting compelling content and offers. It also emphasizes optimizing the design and layout of emails, following best practices for email sending, and measuring results to improve future campaigns. The overall goal is to expand sales conversations and build loyalty through strategic email communication.
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- 1. EMAIL
- 3. Fundraising
- 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
- 7. Appeal to skimmers: use headlines, subheads, and short chunks of text
- 8. Have a consistent banner and a prominent sidebar
- 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
- 13. Talk about the staff, donors, or volunteers involved in the work and include pictures of people
- 15. Write in a casual, conversational style
- 17. Include specific calls to action and links that make following through as simple as possible
- 20. Employees
- 21. People we help
- 22. Our supporters
- 24. Allow people to segment themselves by interest
- 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