Email marketing is still one of the most cost-effective, powerful ways to communicate with your audience and provide relevant value. The key to a strong email marketing campaign is crafting a snappy subject line and having a clear call to action, all while ensuring that the contents of your email are of actual value to your recipients. This trio forms the basis of great email marketing and will make your organization stand out from the noise.
How Email Marketing Helps Your Nonprofit
When the contents of your email provide value to your audience, your reputation as a trusted resource is then positively affected. Email marketing is a great avenue for staying top-of-mind with your donors and supporters.
Here’s the secret beauty of email marketing: you can automate email campaigns while still exhibiting an authentic connection with your audience. Forget the days of chain mail. The classic mass email has now been upgraded all thanks to email features like merge-tagging fields and sequences that can be created. You can save time without compromising quality.
With a proper email marketing campaign, the calls to action incorporated within your email send will actually get people to click and convert from within your email. While this goes back to providing value, a benefit of email marketing is certainly how easy it is for your recipient to receive, read, and take action.
Why are subject lines important?
Think of subject lines as your first impression—it’s the only chance you have to grab your recipient’s attention and convince them to open the email you’ve just sent. If your audience is uninterested upon reading your subject line, then your entire email strategy will be ineffective. The goal for your subject line is to make your audience interested about what you have to say.
What email marketing metrics should I track?
Analyzing your metrics should drive the adjustments you make for an overall more effective email marketing campaign. The top metrics to track for email marketing are open rate, click-through rate, and unsubscribes.
Why is it important to segment my email list?
Segmenting your email list leads to better audience targeting which is important because your content shouldn’t be one-size-fits-all. Segment your email lists based on certain tendencies, behaviors, or even traits your recipients may have. Your goal in segmentation should be to make sure the people who’ve signed up to receive your emails don’t feel like your messages don’t resonate with them.
What are the best practices for subject lines?
A great subject line is catchy, friendly and concisely conveys the content of your email. The exact take on a successful subject line for your organization specifically will be a trial of understanding what works best according to what you’re sending and who you’re sending to. However, there are general best practices to kick off your strategy with: write for your audience, tailor it to each individual specifically with merge-tagging, keep it brief, and use clear action words.
What is A/B testing?
A/B testing is a great way to learn more about your audience and what they best respond to. Through A/B testing, you are able to uncover the best email marketing tactics and timing for your specific audience. You can test everything from your email subject line, time of day you are sending your email, images, colors, call-to-actions, and virtually anything else that might sway someone to take one action over the other. Test one variable at a time so the data is clear on what worked and what didn’t.
How do I get people to opt-in to my email list?
Utilizing conversion design/conversion rate optimization tools like smart bars, scroll boxes, and pop-ups is a great tactic in getting new subscribers to opt-in to your email list. Your messaging is also important here—why should someone sign up for your emails, your updates, or your newsletter? Be clear in the value add that your organization provides.
Social Impact Measurement
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