If you’re a nonprofit professional, you have a thousand and one important tasks to accomplish during the day, and drafting an email newsletter might fall to the bottom of that incredibly long list.
You may say to yourself, “Is anyone reading the newsletters that I’ve been sending out?”
Hold on just a moment. You might be surprised by just how vital your email newsletters are.
Studies have shown that 53% of donors leave an organization because of a lack of effective communication. A large part of maintaining effective communication is sending out consistent, branded, relevant email newsletters.
The donors who’ve hit “Subscribe” genuinely want to hear from you; they want to feel involved in your organization.
Fortunately, there are some basic, easy-to-follow guidelines for crafting engaging email newsletters.
You can easily increase your email opens and read-throughs with these helpful tips and tricks!
Want to skip ahead to a particular section? Click on any of the titles below.
#1.Learn your who your audience is
#2.Pick an objective for each newsletter
#3.Decide on frequency of publication
#4.Use a personal tone in your copy
#5.Craft eye-catching headlines
#6.Pay attention to structure
#7.Make newcomers feel welcome
#8.Link out to relevant content
#9.Add an email donation button
#10.Track and improve your strategy
Let’s go ahead and dive into some best practices!
#1. Learn your who your audience is
How well do you know the people on your mailing list?
Before you reach out to your readers, you should first try to learn a little something about them.
Start by consulting your CRM. Track important details about your subscribers, such as:
Their giving habits.
Their volunteer involvement.
How recently they donated or volunteered.
When they joined your mailing list.
And more!
Once you’ve gathered pertinent info about your constituents, you can figure out how best to segment them.
How you segment your mailing list will depend on the types of information that you gather.
Just as an example, you could segment your subscribers into:
New subscribers (who haven’t volunteered or donated yet).
One-time volunteers.
Recurring volunteers.
One-time donors.
Recurring donors.
Obviously, these 5 types of people will be interested in your organization’s newsletter for different reasons. It’s important to reach out to them with that in mind.
Another way you can better target your audience and increase your open and read-through rates is by drafting an audience profile.
Who is your typical reader?
Pay attention to the demographics of your subscribers. What’s important to them? What value could your newsletter add to their daily lives?
Imagine for a moment that you’re an educational nonprofit.
It’s likely that the majority of your email newsletter subscribers are:
Parents with kids in school.
Teachers who are interested in policy updates.
School administrators who are passionate about education.
Of course, you might have some outliers: people without kids who are just invested in the betterment of schools. But you won’t have much time to do anything else if you tailor your communication to every single outlier on your mailing list.
For now, it’s best to focus your efforts on these three major categories. Craft each communication with these people in mind.
When you have a specific person in mind, it’s so much easier to connect with them on a personal level. That connection will undoubtedly translate into increased interaction with your nonprofit.
Takeaway: Consult your CRM and build an audience profile in order to get to know your readers better. Writing with your specific readers in mind and segmenting your subscribers will ultimately lead to greater engagement.
#2. Pick an objective for each newsletter
There’s likely a reason that you’re sending out newsletters.
You might be trying to:
Inform donors of the work that their donations helped accomplish.
Educate volunteers about the needs that are met by their help.
Provide insight into current events.
Give an overview of your nonprofit’s events and opportunities.
These reasons are all great starting places for picking an objective.
Why pick an objective?
If you’re not quite sure why you’re sending out an email newsletter every other week, you can bet that your subscribers won’t know, either.
The most engaging content has a clear purpose behind it.
When you’re browsing the internet or checking your email: what catches your eye the most?
If you’re like most people, you want to read articles that:
Tell a story.
Answer a question.
Provide a unique perspective.
Your objective should cover all of these aspects:
What is your nonprofit’s story?
What are the questions that your constituents want answered?
How do you view the world in a way that differs from anyone else?
The answers to these questions should help you land on your objective.
Once you’ve picked your objective, write it down on a sticky note. Stick it on your monitor and refer to it every time you open up your email newsletter template. Let it be your guide.
When you’re sifting through content ideas, make sure that whatever you choose holds up to your mission and your objective.
After a while, your readers will learn what to expect from you. They’ll know what your newsletter is about, and they’ll even start to look forward to the unique perspective you provide.
Takeaway: Picking and sticking to an objective will give your readers a reason to open your email newsletter every time you send it out.
#3. Decide on frequency of publication
When should you send out your newsletter? How often should you send it?
Is there really a right answer to either of those questions?
Unfortunately, no. There’s no one-size-fits-all for newsletter publication frequency.
That said, you can figure out the best time and frequency for your specific readership.
Let’s start with the timing.
How do you know what time and day of the week to send out your latest newsletter?
Studies have shown that emails and newsletters that are sent during the workweek are opened far more frequently than those sent on the weekend. Makes sense, right?
And of those weekdays, Mondays and Fridays typically see the lowest open rates. Your best bets are Tuesday through Thursday.
As far as time of day goes, most emails don’t get opened until at least after 12 PM. Try to schedule your newsletters to land in your subscribers’ inboxes sometime after lunch and before the end of business hours. 2 PM to 5 PM is the sweet spot.
These are, of course, generalizations based on studies performed by MailChimp.
Depending on the mail service provider that you’ve chosen, you can determine the best time for your nonprofit to send out your communications by tracking different data points over time.
Once you’ve determined the optimal time to send out emails, it’s time to figure out a schedule for your publication.
How do you decide how frequently to publish your newsletter?
Once again, there’s no right answer.
The truth is: it’s all about consistency.
Some websites may try to tell you that you shouldn’t send out emails too frequently, as it might scare away readers. Don’t listen to that hogwash. Frequent emails aren’t what causes people to hit “Unsubscribe.”
It’s frequent emails that have no discernible value or purpose that make readers drop off like flies.
As long as you’re consistent and have a clear objective, it doesn’t matter if you send out emails:
Weekly.
Biweekly.
Monthly.
Bimonthly.
Quarterly.
Annually!
Okay, you might want to send out updates more than once a year. But regardless of how frequently or infrequently you publish your newsletter, the key is to stick to a schedule.
Over time, your subscribers will pick up on when your newsletter should arrive, and they’ll be delighted when it does!
Takeaway: Optimize the time you send out your newsletters by tracking key data metrics. And decide on a frequency you can stick to in order to maintain a steady stream of communication.
#4. Use a personal tone in your copy
Your English teacher would not like this piece of advice. But you’re not writing for her; you’re writing for your readers!
How do you write copy that will resonate with the most readers?
When you’re sitting down to write your next newsletter, try to visualize your reader, not the massive collection of 30,000 email addresses that you have on file.
Try to visualize just one person.
This person is representative of your key readership.
She might be a volunteer who hit “Subscribe” after a particularly impactful day of giving back. She’s deeply invested in the work that you do, and she wants to know more about:
How she can get more involved.
Where donations are being put to good use.
Current events related to your nonprofit.
So have a chat with her. Tell her all about what’s exciting you these days. Let her know why it should excite her, too.
Some of the best and most-read newsletters are the ones that sound like they’re written by one person in the organization to one supporter.
Aim for that level of familiarity, and you’re sure to see engagement skyrocket.
No one wants to feel like they’re just an email address among thousands.
One proven way to boost reader engagement (and make people feel like they’re more than just a number to you) is to write your newsletter as though you were writing to an old friend.
Because, in the end, your supporters are like old friends; they:
Care about your progress.
Want to hear from you.
Love to cheer you on!
Keep them in the loop with your monthly updates.
Takeaway: Visualize your typical reader when you’re writing your newsletter in order to adopt a more personal tone. A conversational tone increases readership and engagement with your content.
#5. Craft eye-catching headlines
This might seem like a no-brainer, but headlines are tremendously important.
What is the first thing your readers see?
Obviously, it’s your headline–and it’s the deciding factor for whether or not they click on and read your content.
How do you optimize your email newsletter headlines?
There are several ways to make your headlines as appealing as possible. They include (but aren’t limited to):
Personalizing with first and last names–include location too, if applicable.
Switching up your wording–don’t write the same subject every time.
Keeping it short and sweet–under 50 characters is best.
Targeting key demographics–don’t pitch the same headline to everyone.
Testing your subject lines out first–perform A/B testing on prospective titles.
If you follow these guidelines, you’re sure to see click-throughs spike in your next round of emails.
What is the second thing that your subscribers see?
For a lot of your readers, the second thing they look at when they get an email is a preview pane.
How do you optimize your content for a preview pane?
First of all, there are two distinct types of preview panes:
Ones that display vertically (best for mobile devices).
And those that display horizontally.
If you follow these tips, it won’t matter how your preview displays, you’ll be covered:
Make sure the top of your email is branded (with your logo and your colors).
Keep your most compelling content toward the top of the message.
Include a table of contents with eye-catching titles (if you have enough content).
Incorporate an obvious call-to-action, so readers know their next step.
When your readers see that your content is well-organized, informative, and full of actionable items, they’re far more likely to click on and open your full message.
Takeaway: Interesting, informative headlines draw readers in. Content that’s optimized for preview panes entices those same readers to click on and ultimately read your messages.
#6. Pay attention to structure
When your readers open your email, the first thing they do is scan and skim.
What are email recipients looking for when they skim your newsletter?
More than anything, they’re looking for headings and subheadings that are relevant to them.
They want to see that you’re asking and answering the questions that matter.
One way to appease this desire for structure is to outline your content.
How you structure your outline is up to you, but you can use this basic structure as an example:
A. Most Relevant/Current Headline
Informative Subheading.
Informative Subheading.
Informative Subheading.
Call to Action!
B. Second Most Relevant Headline
Informative Subheading.
Informative Subheading.
Informative Subheading.
Call to Action!
C. Third Most Relevant Headline
Informative Subheading.
Informative Subheading.
Informative Subheading.
Call to Action!
Not only are your readers looking for organized content, they’re also looking for content that’s easy to digest.
How do you make email content more digestible?
A good place to start is with your individual sentences.
Make them short, sweet, and to-the-point.
Next, focus on your paragraphs.
The most readable paragraphs are under 3 lines long. Some paragraphs only need to be one line long.
Bold your most important points. (But don’t bold everything, as that starts to look too busy).
One final note: when you’re choosing your wording, try to stick to powerful action words and vividly descriptive nouns. Paint a beautiful picture for your readers.
Takeaway: Providing a solid structure for your subscribers will help them skim and understand your message more readily.
#7. Make newcomers feel welcome
Few things are better for ensuring a good relationship with your supporters than making new members feel welcome.
It’s an easy thing to do, but it means so much. It’s really a priceless step in the communications process.
How exactly do you make new supporters feel welcome?
One of the keys to making a new subscriber feel welcome is having an actual person in the “From” line.
Among the first things they’ll see when they receive your first email correspondence is who the email is from. If it’s just a generic “Outreach at Nonprofit A,” chances are they will be less inclined to open what appears to be an indiscriminate email blast.
But, if you send out your welcome email (and all subsequent emails) from an actual person who is clearly a part of your nonprofit, your reader will feel more comfortable opening, reading, and interacting with your content.
Another key component is embodying genuine excitement.
Doesn’t it feel amazing to be a part of something greater than yourself? You can get back that feeling you had when you first starting working in the nonprofit sector:
The joy of helping others.
A renewed sense of hope for the future.
The satisfaction of meaningful work.
And more!
Of course, you might feel like that every day anyway. But now is your chance to tap into that philanthropic giddiness and pass it on to your newcomers.
The final key is thanking your new supporters for their continued engagement.
As with any form of interaction, it never hurts to say thank you. In fact, in most cases, it helps a tremendous deal.
Thanking your new readers for their interest in your nonprofit is a fantastic way to convert a reader into a volunteer into a donor into a lifetime supporter.
Takeaway: Your newest supporters are vitally important. Show them they matter with a personalized, enthusiastic, grateful welcome letter.
#8. Link out to relevant content
Now that you have your reader’s attention, with your catchy headline, your compelling copy, and your obvious objectives, it’s time to give them that little something extra.
That little something extra is content that you find informative, entertaining, or useful for your readers.
What types of content should you be sharing in your newsletters?
First of all, you should be linking to the articles and blog posts that you’re creating for your nonprofit’s website.
If your organization doesn’t happen to have a blog, then you can direct your readers’ attentions to your social media pages.
You can provide them with links or buttons that lead to your:
Facebook, so they can “Like” it and receive instant updates on their newsfeeds.
Instagram, so they can “Follow” you and see photographic play-by-plays.
Twitter, so they can “Follow” you and learn the latest straight from you.
In addition to linking to your own social media profiles, you can also give your readers the option to share the contents of your newsletters on their pages.
Incorporate “Share” buttons at the bottom or top of your newsletters, and you’re bound to see your social shares hit it out of the park.
The final type of link you should include is to any source that gave you useful information.
Cite a statistic? Provide a link to the source.
Find a cool fact? Credit the author.
Learn a new tip? Thank the originator.
In any case, it never hurts to give credit where credit is due, and your readers will appreciate the opportunity to explore other reputable sites–sites that you clearly trust!
It’s a win-win-win scenario.
Takeaway: Linking to relevant content, whether it’s from your blog, your social media pages, or another reputable source on the internet, provides a holistic educational experience for your readers.
#9. Add an email donation button
Want a way to take your communications to the next level?
It’s actually quite simple.
All you really need to do is to incorporate an email donation button.
What is an email donation button?
An email donation button is exactly what it sounds like: it’s a button that you place in your email newsletter that allows subscribers to donate within their inbox.
It looks a little something like this:
With an email donation button, your newsletter subscribers need only:
Select an amount they’d like to give.
Fill out a short form (if it’s their first time giving).
Hit “Confirm” in their inbox.
That’s it!
Adding an email donation button that’s as simple to use as @Pay’s means that your readers can become donors in just 2 clicks.
Takeaway: Easy-to-use donation buttons enhance your email newsletters by providing a simple, actionable next step for your supporters.
#10. Track and improve your strategy
This final tip goes for just about every aspect of your nonprofit’s communication strategy.
The only way to keep up with the changing landscape of the internet is to track key metrics.
What key performance indicators (KPI) should your nonprofit be paying attention to?
Here are just a few of the top metrics you should be keeping track of:
Click-through rate— the percentage of people who clicked on one or more links in your email.
Conversion rate— the percentage of recipients who clicked on a link in your email and then followed through with an action (such as donating).
Bounce rate— the percentage of emails sent out that didn’t reach their intended inbox.
List growth rate— the rate at which your email subscription list is growing.
Email forwarding or sharing rate— the percentage of people who hit “Share” or “Forward.”
Return on Investment (ROI)— the total revenue divided by how much you invested in your email campaign.
Obviously, these aren’t the only metrics you can track, but they’re the ones that will give you the most accurate picture of the efficacy of your email newsletters.
Be on the lookout for trends in your data.
If you start to notice that your click-through rates are declining, try bringing your links higher up in your newsletters.
If you see an increase in your bounce rate, it may be time to assess and possibly update your mailing list.
No matter what the case is, it’s crucial to improve your strategy over time–even if you already have a stellar email marketing campaign.
Takeaway: There are several key metrics that your nonprofit can keep track of and use to hone your email newsletter strategy. Find the ones that work best for you.
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There you have it! The top 10 tips and tricks for making your nonprofit’s email newsletter out-of-this-world wonderful.
If you’re curious about more ways to improve your mobile and online fundraising and marketing strategies, click on the graphic below to learn all about @Pay’s various services.
The post Tips for Writing Stellar Nonprofit Email Newsletters appeared first on @Pay | Mobile Giving Technology.