An email is a powerful tool for non-profits and businesses and without it, being able to reach valuable audiences and increase awareness would be next to impossible. Regardless of the countless types of marketing out there, email is still the number one way to generate new leads (Forbes, 2018). As we look ahead into next year, non-profits and businesses should review and adjust their email campaigns to include the following email best practices for optimal success:
Clean It Up
Perform a clean-up of your email list
If you have several email addresses on your list reported as a “hard bounce” you will want to remove them right away. A hard bounce indicates an invalid email address; any email sent to that address is not being delivered. Too many bounces can hurt your sender reputation.
Draw People In
Utilize a powerful subject line that is short, and attention-grabbing
Our email inboxes runneth over with content on a daily basis. The average person receives approximately 121 emails a day. Creating a subject line that is between 4-15 characters grabs the reader’s attention and will improve your open rate.
A powerful trick-of-trade to consider next time you’re writing an email subject line, ask yourself what might personally drive you to open an email. Make it personal, and don’t be afraid to be bold.
Top-of-Mind Awareness and Consistent Communication
You want to provide your audience with key information and communicate important updates, but you also want to engage with your subscribers on a regular basis. If you do not already have a set email schedule, consider creating an editorial calendar to establish an email communication schedule. Remember, it doesn’t have to be set in stone but should allow for a balance of more frequent communication without overwhelming your audience.
Content That Connects
Provide Useful Content That People Want to Share
It is important that you provide quality information to your audience that they will connect with, find engaging, and want to share with others.
Consider who your audience is and create segmented lists that focus personalized content per segment. For example, if your nonprofit sends an update to supporters, focus on what your nonprofit achieved through the supporter as part of the nonprofit. Charity: Water sends its supporters to project timelines, maps, and pictures about supporter’s donations. These elements help make the supporter feel more involved in the project even though they may be halfway across the globe. Customizing content encourages supporters to share their efforts with their social networks and spread the word of such powerful nonprofit organizations.
Any kind of business can mimic this level of personalization with their content!
Designed to Last
A Well-Designed Email Earns Click-Throughs
A properly, well-designed email makes all the difference in the world. We have all received emails that appeared cluttered with text, images, bad links, and not mobile friendly, and likely navigated away.
Everything comes together to create what is known as a “well-designed email,” not just the design elements. Consider the boldness of the subject line, the consistency at which you are sending your updates, the quality of the content contained in the email, and lastly, the proper use of whitespace, font size, mobile optimization, and high-resolution images. Bringing all of these elements together, you can grab your audience’s attention, draw them in, and guide them through your message.
Merchant Match Charity
Connecting with your audience and providing useful and shareable content is incredibly important. However, if your business is one that processes payments, utilizing email to communicate other important information like invoices, and as a means to accept payments saves time for both you and your clients, and provides convenience.
There are plenty of merchant services available to choose from that offer a variety of services. Make sure you select one that has up-to-date technology, free equipment, 24/7 support, and all of the latest features available. Merchant Match Charity meets all of these standards and more.
Also, Merchant Match Charity gives you back the control and allows you to direct a portion of the credit card fees you’re already paying to support any non-profit of your choice; with Merchant Match Charity every transaction counts.
Email marketing remains a powerful tool for businesses, and through implementing these email best practices in your nonprofit marketing strategy your business can begin to make a difference in the world.
Begin utilizing these tips in your business marketing strategy as well as working with Merchant March Charity, and you can further leverage the power of email and have an impact on the community.
By: Kristina Sandine, content writer, designer