First things first – email is not dead. You just have to get smarter in how you use email to connect with – and inspire – people to stay committed to your cause. Traditionally, nonprofits have relied on bulk emails to communicate with their supporters. But if they are anything like the rest of us, their inbox is chock full of emails asking for their immediate attention.
So, how are your emails going to stand out?
It starts with data and putting your supporters first. Despite the enormous amount of information you collect at every turn, chances are good that you aren’t putting your data to good use. When your internal systems aren’t “talking” to one another (or passing information back and forth), you’re left with a fragmented view of your constituents making it nearly impossible to build an effective marketing strategy.
Are you ready to flip the script and start email marketing like a boss?
You can start with these three easy steps.
1. Draw a line in the sand
Let’s face it – it’s easy to fall into the trap of sending “batch and blast” emails. It’s been working, right? Hardly. Sure, it might seem like an efficient way to stay in touch with your donors, but are you really engaging them? Supporters have grown tired of generic marketing. They want to feel engaged and appreciated. Now’s the time to draw a line in the sand and stop using bulk emails. Send better, not more, content that truly resonates with your audience.
2. Get to know your audience
This one seems pretty straightforward but can be very tricky – especially if working with disparate systems. You have a database full of potential donors with different behavior, profiles, and interests. If your supporters are so different, why are you treating them all the same? The solution is gaining a complete view of customer journeys and splitting them into targeted segments.
To get started implementing email segmentation at your nonprofit, you’ll first need to determine which segments are relevant to your cause. Here are a few examples of how you can segment your email list:
- Donor engagement history
- Type of donor (first-time or returning)
- Demographic data
- Event attendance
3. Conquer content
Now that we’ve established that bulk emails are a thing of your past and creating targeted segments is the way to go, it’s time to start thinking about your messaging and content. Not only do you want your email opened, but you also want people to read it. Get into the mind of your donors and ask yourself: What do they want to receive in their inbox? What content is going to pique their interest?
Think about it. Should your major donors receive the same email as a lapsed donor? Of course not. You should develop timely and relevant emails for your different segments.
Remember, it doesn’t matter how many or how few emails you are sending if your emails are going unread, deleted, or ignored. Are you effectively segmenting your email list or do you feel stuck because your systems aren’t “talking” to one another? Contact us to find out how we can help you connect the dots of your supporters’ journey.
Download our eBook: Putting Your Supporters at the Center of Your Email Marketing Strategy.
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