Email marketing is still one of the most effective and affordable ways to get the word out about your business. Done correctly, it’s just as effective for nonprofit organizations as it is for for-profit businesses. In the Cape Cod Times, there’s a great article about how nonprofits can create winning email marketing campaigns, written by Jane Renzi of Jane Renzi and Associates. There’s some great advice in there how to build an effective email marketing campaign for anyone. So, it inspired us to offer some of our own advice on the subject of email marketing for nonprofits.
Affordable as it is, you still want to make every email marketing dollar count. Getting the most of your marketing budget is important for any business, but it’s especially true when it comes to nonprofit businesses trying to stretch their budgets. Here are 3 ways to create winning email marketing campaigns for your non-profit business.
Make your content brief and valuable
When people check their email, they need to see something that’s useful or valuable to them right away or they will glance right over it. The good news is that you can do this fairly easily. Your emails don’t have to be directly about your nonprofit organization either. Just be sure that your content is something related and relevant to your business that also connects with your target audience directly. These could be short news articles, or better yet, infographics.
Build an awesome email list
When it comes to email lists, you actually want quality over quantity. Your lists need to be built from emails voluntarily given your organization over time. The best emails you’ll want to have as a nonprofit business are those of organization alumni, customers/clients, corporate supporters, donors, recruits, and volunteers. You may even want some of your suppliers and vendors on your list.
Even if you only have a few hundred emails to work with, that’s far better than thousands of emails scraped from the internet. Those who give you emails voluntarily already know who you are and are happy to learn more about you and what you have to share with them.
Analyze, measure, and improve
Obviously, when you send out an email, you want to have a high open rate. But even more important is your delivery rate and click-through rate. If your email isn’t hitting inboxes, you may want to find out why. It could be your subject line looks spammy to email spam filters. Also, it’s possible people are ignoring it and not opening it – which tells some email programs that it’s probably spam. Then, if not a lot of people are clicking through on the links in your content, or sharing your email, then you may want to rethink what content you’re putting in your emails. And, of course, you want to see direct conversions to clients or donations to your organization, too.
For more great tips on creating winning email marketing campaigns for nonprofit businesses, check out “How nonprofits can create winning email marketing campaigns” on Cape Cod Times.