Last week at NTC, Katya Andresen and Mark Rovner commented that before nonprofits start investing heavily in social media, they need to make sure that their blogs are fantastic and their emails are remarkable—because that’s where the technology comfort level probably is for most nonprofit supporters.
Great emails can help build your brand, drive offline or online action, and raise funds. It pays to devote attention to their purpose, appearance, subject lines, content (especially what the first few lines say–that may be all that the readers see in their preview windows), and frequency.
Keep in mind that emails need to be part of a larger strategy that uses other communications tactics. Recent research shows that only one in four recipients opens nonprofit emails, so don’t put all your eggs in that basket.
Here are some thought provoking links that provide advice for your organization on creating remarkable emails.
- Seth Godin on How to send a personal email
- Nancy Schwartz on Nonprofits most missed marketing tool—email signatures
- Jeff Brooks on Why email newsletters don’t work
- Kivi Leroux Miller on Best email subject lines and Quick tips for better nonprofit email newsletters
- Convio’s best practices guide on Nonprofit email marketing
- Frogloop’s 10 fast tips to boost enewsletter performance
- Idealware’s A few good broadcast email tools
- How the Washington Post personalizes its emails and connects them to social media
- Frogloop free webinar on Using email to engage activists
- Emma’s slide show (lots of examples) on Beyond newsletters: Five essentials for crafting an engaging email marketing program
- Network for Good on Quick tips for building a clean email list
- Greg Oldring on Mobile email rendering
CC photo credit: mzelle-biscotte