As a nonprofit, you should leverage email to stay connected with the people who matter the most to your organization. But every campaign should have goals: Are you looking to increase subscribers? Gain more opens? Improve social media reactions?
Discover how to simplify your email marketing strategy with these four easy tips:
1. Segment then Specify
Your audience comprises a variety of prospects, current supporters, and past donors. They all differ-so why not send them messaging that applies to their demographic? All-purpose emails can go to everyone, but your lists should also be broken down into specific targeted audiences.
With a variety of audiences, you can tailor your messaging for the reader. Over time, segmented email marketing has been proven to be highly effective in increasing engagement among constituents. Be sure to check the segments regularly to ensure they are accurate and up to date. With segmented lists and personalized messaging, your emails will be more effective than ever!
2. Analyze to Adjust
Email tracking is an important aspect of your overall strategy. Always measure the engagement of your email marketing efforts to learn what’s working and what isn’t.
By analyzing open and click-through rates, you can determine the peak days and times to send your emails. Bounces, unsubscribes, and other metrics can give you valuable insight into how your emails are performing. If your open rates drop, consider editing your subject lines or implementing A/B testing. Split testing and analyzing the results can even help you fine-tune your email design, including layout, colors, size, and placement of graphics and buttons.
3. Show & Tell
Your email should not only look appealing, but it should relay valuable content to your readers. If you create a stylized HTML email, be sure to include a text-only version so that the recipient is sure to receive your message. Now that most emails are read on mobile devices, you’ll want to use an email template that is mobile responsive and can adjust to the proper screen size.
Your email messaging is equally important. The content should be engaging with a clear call to action (CTA) as to what to do next. A CTA may vary from visiting a blog post to participating in a donation campaign. As the creator, you’ll want to make it as clear as possible!
Each email should also contain at least one example of how your organization is creating positive change so supporters can be reminded of their impact. More people tend to donate when they read a compelling story, so why not incorporate it into your email messaging!
4. Automate for Ease
Marketing automation has added a time-saving benefit to nonprofits across the globe. Automation can range from a variety of tasks, including sending a thank you email when certain conditions are met, scoring leads based on behavioral actions or demographic data, automatically updating fields on the constituent’s profile, and more! It all happens seamlessly, so you can focus on more important tasks like furthering your organization’s mission.
Make email the all-star of your digital marketing presence! With an organized, segmented database, personalized messaging, proper tracking, and simple automation, you can boost engagement and increase awareness around your cause.