Email Marketing Services for Nonprofits

Think of subject lines as your first impression—it’s the only chance you have to grab your recipient’s attention and convince them to open the email you’ve just sent. If your audience is uninterested upon reading your subject line, then your entire email strategy will be ineffective. The goal for your subject line is to make your audience interested about what you have to say.

Analyzing your metrics should drive the adjustments you make for an overall more effective email marketing campaign. The top metrics to track for email marketing are open rate, click-through rate, and unsubscribes.

Segmenting your email list leads to better audience targeting which is important because your content shouldn’t be one-size-fits-all. Segment your email lists based on certain tendencies, behaviors, or even traits your recipients may have. Your goal in segmentation should be to make sure the people who’ve signed up to receive your emails don’t feel like your messages don’t resonate with them.

A great subject line is catchy, friendly and concisely conveys the content of your email. The exact take on a successful subject line for your organization specifically will be a trial of understanding what works best according to what you’re sending and who you’re sending to. However, there are general best practices to kick off your strategy with: write for your audience, tailor it to each individual specifically with merge-tagging, keep it brief, and use clear action words.

A/B testing is a great way to learn more about your audience and what they best respond to. Through A/B testing, you are able to uncover the best email marketing tactics and timing for your specific audience. You can test everything from your email subject line, time of day you are sending your email, images, colors, call-to-actions, and virtually anything else that might sway someone to take one action over the other. Test one variable at a time so the data is clear on what worked and what didn’t. 

Utilizing conversion design/conversion rate optimization tools like smart bars, scroll boxes, and pop-ups is a great tactic in getting new subscribers to opt-in to your email list. Your messaging is also important here—why should someone sign up for your emails, your updates, or your newsletter? Be clear in the value add that your organization provides.