Have you ever wondered if your email marketing campaigns are all they could be? Whether you’re brand new to email marketing or you’ve been at it for years, we’ve come up with a few best practices to help you get the most out of your campaigns. So whether you’re just getting your feet wet, or you’re trying to make some improvements along the way, be sure to check out the following email marketing musts:
1. Segment your lists.
Always remember that you’re sending your campaign to individuals, not lists. While your list may have one name, it’s actually made up of hundreds–maybe thousands–of individuals, each with their own unique name and interests. If you want these individuals to read your content, you need to be sure it speaks directly to them. By segmenting your lists into categories or groups of subscribers, you can make sure the messages you send apply to everyone who receives them.
Let’s take your donors, for example. You may have some donors who have supported your cause faithfully since you opened your doors. The messages you send to these donors may look a little different than the ones you would send to someone who made a one-time, $20 donation at a recent fundraising event. While your long-term donors may be well-versed in your cause, those who know very little about who you are or what you do might need some additional information that would invite them to become more involved in your organization.
2. Keep it short, sweet, and to the point.
When crafting your email, go back and look it over to be sure it’s both concise and valuable. Don’t overwhelm your readers with multiple paragraphs of text. If you’re including several topics in your update, add subheadings to break it up into more digestible portions, and use links so readers can view the full article on your site. This way, you’r readers can skim the message, find the content that’s most meaningful to them, and visit your site to learn more.
3. Use an attention-getting subject line.
Subject lines can be a little tricky, so be sure to put some thought into how you want to introduce your message. While you don’t want to sensationalize your headings, you do want to pique your reader’s curiosity. Think through the highlights of your message, and work on crafting something that’s both engaging and relevant to your audience. Be sure to never mislead readers with your subject line. You can lose both their trust and their readership by creating flashy subject lines that have little to do with your message.
4. Use a clear Call to Action (CTA).
Just like on your website, you’ll want to make sure your email campaigns have a clear CTA. If you’re sending a donation appeal, make sure it’s obvious that you’re asking donors to give. If you’re looking for volunteers, be sure they know exactly when and where to signup. If you’re sending an update to educate readers on what’s going on in your organization, be sure they know where to go to learn more. Before clicking “Send” on any campaign, ask yourself what the primary CTA is, and look over your message to be sure it’s clear.
5. Avoid spam filters.
If your campaign is littered with links, has a spammy subject line, uses lots of exclamation points and is typed in all caps, your message will likely be filtered out as spam. In fact, your message can even be recognized as spam because of the content of your message. For example, messages that talk a lot about money, or sound like mortgage pitches, or speak frequently about a money-back guarantees could be perceived as spam simply because of the type of content that’s being sent. So be sure you’re providing useful content that’s relevant to your cause.
Another way to avoid being filtered out as spam is to ensure your users know they’re subscribing to receive your updates when you collect their email addresses. One way to do this is to include a checkbox that will let users know what they’re signing up for when they fill out your form. You also want to be sure every mass email you send has an “unsubscribe” link, where readers can opt out if they so choose.
How is your email marketing going? Let us know in the comments below.