How To Write Emails That Don't Get Deleted
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This document outlines best practices for writing fundraising emails that get opened and acted upon. It discusses optimizing the key components of the email like the from name, subject line, and preview text. Some tips include making the from name instantly recognizable, crafting curious subject lines, and using the preview text to convey the organization's mission. The document also provides strategies for writing the email content, such as using short sentences, highlighting calls to action, and personalizing the message. Examples are given of effective emails that follow these principles. The key message is that every email should provide value to the donor to avoid being deleted.
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How To Write Emails That Don't Get Deleted
- 1. www.goodworksco.c a AFP Fundraising Day Ottawa How To Write Emails That Don’t Get Deleted AFP Fundraising Day | May 9, 2019 | Ottawa, ON
- 2. www.goodworksco.c a AFP Fundraising Day Ottawa Hello! Charlotte Field Philanthropic Counsel, Digital Specialist
- 3. www.goodworksco.c a AFP Fundraising Day Ottawa What You’ll Learn • The best practices of email development • How to optimize for more opens • How to write for more clicks and bigger gifts
- 4. www.goodworksco.c a AFP Fundraising Day Ottawa STEP #1: OPTIMIZE THE INBOX
- 5. www.goodworksco.c a AFP Fundraising Day Ottawa Use Your Prime Real Estate • Subject line • From name • Preview text • Pre-header text
- 6. www.goodworksco.c a AFP Fundraising Day Ottawa From Name • The first thing a person reads! • Make it instantly recognizable
- 7. www.goodworksco.c a AFP Fundraising Day Ottawa Subject Line • Create a ‘hook’ to spark curiosity • Instantly establish value for the reader
- 8. www.goodworksco.c a AFP Fundraising Day Ottawa Preview Text • Provide a little more information • A great place to bring in mission
- 9. www.goodworksco.c a AFP Fundraising Day Ottawa Preheader Text • Doesn’t typically appear on mobile • Appears in the body of the email
- 10. www.goodworksco.c a AFP Fundraising Day Ottawa Make Them Work Together • From name: recognition • Subject line: curiosity and personalization • Preview text: mission and values • Preheader text: gratitude and community
- 11. www.goodworksco.c a AFP Fundraising Day Ottawa STEP #2: WRITE FOR ACTION
- 12. www.goodworksco.c a AFP Fundraising Day Ottawa Email Writing Best Practices • Write like a human • Drive readers to your site • Ask readers to take one action • Consider opportunities to personalize • Use rich media • Write in short sentences and get to the point
- 13. www.goodworksco.c a AFP Fundraising Day Ottawa CASE STUDIES!
- 14. www.goodworksco.c a AFP Fundraising Day Ottawa
- 15. www.goodworksco.c a AFP Fundraising Day Ottawa Personalized • Highly personalized to make the donor feel special o First name o Donor’s city • Data-driven ask that is directly tied to impact
- 16. www.goodworksco.c a AFP Fundraising Day Ottawa
- 17. www.goodworksco.c a AFP Fundraising Day Ottawa Skimmable • Short paragraphs and sentences • Use bold, colour, italics, and fonts to break up copy and highlight focus points, even when images aren’t available
- 18. www.goodworksco.c a AFP Fundraising Day Ottawa
- 19. www.goodworksco.c a AFP Fundraising Day Ottawa Eye-catching • Video link communicated through a still • Large buttons with an impact-focused CTA
- 20. www.goodworksco.c a AFP Fundraising Day Ottawa
- 21. www.goodworksco.c a AFP Fundraising Day Ottawa Opportunities To Act • A single, clear call to action • Lots of places to click: linked text, images, donate button
- 22. www.goodworksco.c a AFP Fundraising Day Ottawa The Key To Good Email Every email should have value to the donor! Surprise! Delight! Update! Inform! Educate! Share!
- 23. www.goodworksco.c a AFP Fundraising Day Ottawa QUESTIONS?
- 24. www.goodworksco.c a AFP Fundraising Day Ottawa How To Write Emails That Don’t Get Deleted AFP Fundraising Day | May 9, 2019 | Ottawa, ON
Editor's Notes
- Intro – 30 seconds
- 2 minutes Best practices: the dos, the don’ts, and concrete tips you can take back and start implementing right now. crafting successful emails comes in two parts: the open, and the click. We’re not going to talk about donation page optimization today – just about getting folks to your donation page, but as a sidebar, please go home and make a test gift from your mobile and desktops. If you struggle AT ALL, you need to make improving this process a priority in order to get the most out of email. How to optimize for opens, what the anatomy of an inbox looks like and how you can use every bit of the real estate to get someone to take that key first step. No open = deleted! How to write emails that get responses. We’re not talking about formatting or coding today. You can implement these learnings no matter what your ESP, no matter how novice or advanced you are. We’re talking about literally copy and what you can do to create the most persuasive, appealing content possible.
- 1 MINUTE We live in an attention economy. Attention spans are lower than ever – 7 seconds. We see upwards of 5k ads and marketing messages a day. Attention is especially at a premium in your inbox, where you’ve got dozens of other competitors stacked on top of your email, all fighting for your subscribers eyeballs. And yet, this is somewhere I see so many orgs fall short! They hum and haw over the perfect email, they test buttons and banners and link colour – and then they slap on any old subject line. Or worse, they totally ignore other prime opportunities to optimize in the inbox well before the subscriber opens! This is the first step to not get deleted is to get opened. SO what can you do?
- Not going to talk about best-practice FUNDRAISING writing. Assume you are positioning your donor as the agent of change. Assume you are telling stories. Assume you are focused on mission and not organization. If you aren’t, get on board because you’re hamstringing your emails before you ever get off the ground.
- 1 minute This is fundamentally what makes the difference between deleting and donating or taking any other action you’ve asked for. If the email doesn’t create value – if it’s not relevant, timely, urgent, and personal – it will not grab or hold attention. So, approach every email you create from that place. What is the value to the SUBSCRIBER, not to you or your organization. Easier said than done, right? So, I have four questions you can ask yourself to help you figure this out.