If you do marketing for a nonprofit, you know it’s important to maintain long-term relationships with donors. You’ll be much more likely to receive frequent donations if you cultivate these relationships over the course of months and years.
That’s why email marketing should be part of your strategy. After all, there’s a reason 82% of companies still use email marketing: it’s effective. Through nonprofit email marketing, you can stay in touch with your followers over a long period of time.
That said, not all email campaigns deliver the same results. You still need to keep certain points in mind to leverage this channel to its full potential. If you’re looking to leverage nonprofit email marketing to get the word out about your nonprofit, these tips will help.
Boosting Nonprofit Email Marketing Open Rates
Your emails won’t deliver results if no one reads them. To maximize the return on investment from your nonprofit marketing campaigns, take steps to boost your open rates.
This is easier said than done. For instance, one study indicates simply putting a recipient’s name in the subject line of an email can boost open rates by as much as 50%.
It’s also a good idea to segment your subscriber list as part of any nonprofit marketing strategy. This tactic involves separating your full list into smaller lists to ensure followers receive relevant content. It’s also another effective way to improve open rates.
For example, as a nonprofit marketer, there’s a good chance you regularly promote events for potential donors. Depending on the size of your nonprofit, you may have followers who live too far away from the venue to attend a particular event. An email about it won’t be relevant to their interests, and could cause them to unsubscribe. To avoid this happening with your nonprofit newsletter marketing, segment your list accordingly.
Check Emails Before Launching Nonprofit Marketing Campaigns
Your nonprofit marketing campaigns won’t be as successful as you wish if you send emails blindly. Before sending any email, it’s important to use an email verifier to check the addresses on your list.
Email addresses “go bad” for many reasons. Perhaps someone originally subscribed to your list with a work email. If they’ve since left that company, their address may no longer be valid.
Sending emails to invalid addresses results in a high bounce rate. This can get you labeled as a spammer, preventing your nonprofit marketing emails from reaching follower inboxes. Avoid this by checking your list and removing invalid addresses before sending content.
Nonprofit Newsletter Marketing Needs Variety
Your goal as a nonprofit marketer is to maximize donations. Thus, you may assume the best strategy is to consistently send emails asking for them.
This is understandable. However, this tactic fails to leverage the true potential of email marketing for nonprofits.
A nonprofit marketing strategy that leverages emails is effective because it allows you to maintain follower engagement with your mission and values. That’s why it’s also important to send emails about major achievements your nonprofit has made, emails covering general news, event invitations, and donation requests.
This is key to sharing your organization’s message. If you ask people for money all the time, they may get irritated and unsubscribe. You need to use email to remind them why your nonprofit’s mission is important.
Of course, it’s also necessary to keep certain essential email best practices in mind. Always check your emails before sending them to make sure they are readable, and use formatting elements to make them more readable on mobile devices. By remembering the basics and applying these tips, your nonprofit email marketing campaign will deliver results.