With roughly 306 billion+ emails sent every day, the battle for attention is real.
The key to a good donor appeal, by way of email, is knowing your audience and being intentional with what your desired outcome. We're going to highlight the biggest mistakes you might be making, and how to correct them!
Pick one main thing that you want your email to achieve and focus on that. In an era of short attention spans this can go along away when it comes to conversions.
(and what to do instead when writing emails)
This is not something you can try from your personal email account. Try Tools like Mailchimp, Active Campaign, or others for your nonprofit email marketing that have features enabling you to try different versions of A/B Testing. This means you test out two different options (say for the subject line) on a small segment of your mailing list and then then winning one is sent to the remaining majority of your list.
*Mailchimp offers a 15% discount to nonprofits and charities For nonprofit Platform Discounts on these platforms, visit here.
Capitalize on the space email platforms give you to give a sneak peak to the message you're about to send. According to a Invespcro report, around 47% of email recipients open their email based on the subject line.
The general rule for Email Marketing best practices is to have ONE goal that you want your readers to accomplish with your email. For example: an email with a goal to drive donations is going to have a very direct intentional message versus a newsletter, which is designed to inform a reader on multiple initiatives going on. The latter would likely have various links rather than a drive to a single conversion.
Let's look at a sample email that follows all of the rules we lsted above:
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If you're interested in turning your one-time donors into recurring donors, speak to the Harness team (use the link below to schedule).