Oct 24, 2014
Email marketing is a strong medium that can reach a surprisingly large audience. If nonprofits are able to increase their conversion rates and lead potential givers to online donation forms, they will be able to grow exponentially from there. With the creativity and skill required for email campaigns, though, organizations need to be strategic and knowledgeable before they set out on this journey. Because the medium is changing rapidly, it's always good to keep up to date on the latest trends.
Email marketing can be easy with the right foundational knowledge and understanding of the nonprofit's audience. The following tips will help any organization get off on the right foot and help it develop better relationships with its supporters:
1. Personalization is key
The more targeted and relevant the email is for readers, the better it will convert them, says Hubspot. This means if recipients who are on the board of trustees, volunteers, donors or other supporters need to receive information that is important to them and pertains to their involvement with the organization. Not only will this help open rates, but it will draw them in and increase the percentage of people who click through to the website to read more. Once they are on the website, there is a much better chance that they will give than if they didn't click through. If they have their attention aimed on the website and donation forms, there is a good chance they will learn more and even give.
2. Create constituent segments
To ensure personalized and relevant emails, nonprofits should start utilizing constituent segments that are created specifically for a group of people in the email blast with unique language, says npENGAGE. These different segments will be helpful when communicating a unique message to the variety of levels of donors supporting the organization. With multiple types of contributors and potential givers, nonprofits should take the time to craft specific messages that engage and convert their varying audiences.
3. Test each email campaign and measure the results
Two of the most important parts of an email campaign that are often overlooked are on the results side: measuring and recording as well as testing continuously. Both are either not a big part of the overall process or not utilized to the full degree, but it is essential that they be implemented for an ever-growing and successful program. A/B testing for campaigns allows nonprofits to learn which methods are preferred by recipients and which disengage readers. Testing different variables while keeping both controls consistent will narrow down the effectiveness of emails and allow organizations to perfect their emailing campaigns.
4. More isn't always better
It may seem on the surface that sending more emails would engage more people, but it may have the opposite effect. In fact, this may a great way to get blocked by recipients. Instead, cultivate a great emailing reputation by building creative emails, sending at the right time of day depending on research about the target audience and keep them wanting more. This is possible by a good balance in research as well as having the right message.