Email marketing for non-profit organizations is one of the most effective tools you can have in your digital toolbox.
Aside from being extremely cost effective, email marketing helps raise funds, builds relationships, and tells your story in a relatable way over the course of time.
Email marketing can be free up to a certain number of subscribers, incurring no cost to your organization except time spent preparing a newsletter with quality content.
You own your media and your evergreen content in your newsletter. You are not at the mercy of search engines or social media platform algorithms. You own this.
Email marketing is absolutely perfect for building and nurturing long term relationships with sponsors, supporters, donors and volunteers.
Tips to Keep in Mind for Optimal Performance –
Keep subject lines under 50 characters, appeal to your audience’s emotions or curiosity.
Use quality photos and keep your video under 30 seconds.
Talk TO your audience. People don’t want to be talked AT. If they want a brochure they’ll ask for one. People like to feel special so be warm, make them feel welcome, and be human.
CTA – Call to Action – buttons should be direct to the point.
More than 50% of email newsletters are read on phones. Your layout should be mobile friendly, easy to read with larger fonts, a clean layout, and your buttons and links should be easily tappable. Phone numbers should be tappable as well.
You want to keep your open rate of your email newsletters at about 20 – 30%; your click rate should be between 3 and 5%; and your unsubscribe rate should be less than 0.5%.
Segmenting your email list allows you to personalize your message directly to your targeted audience. This frequently gives a boost as far as open and click rates.
Strategize as your organization grows about your segmented preferences and make the most of them with clean, clear, targeted messages and content so that they feel like you are talking directly to them.
The email marketing platform that you choose should have the following features: automation, segmentation, A/B testing, easy to work with drag and drop content builders and clear, understandable analytics.