If you’re like most nonprofits, you send lots of email blasts.
Email newsletters, emails about upcoming events, and emails about fundraising or volunteer opportunities.
But are you sending the right messages to the right people at the right time? Or are you just blasting away without a plan?
If you’re not sure, here are 5 questions to ask before sending that blast:
- Why am I sending this email? Is this news that people really want? Or is it only important to your executive staff (“we’re so excited about our new board member!”). The more your communication goals align with what your community wants, the better your engagement will be.
- Who will receive this email? All email subscribers are not created equal. Some have given you thousands of dollars, while others are subscribed simply because a friend added their name to your email list. Start by identifying a few specific audiences: Volunteers, monthly donors, supporters, advocates, etc. This is where email segmentation comes in handy.
- What’s in it for them? Does the content of your message add value to the relationship? For example, vegan recipes in a weekly newsletter geared towards passionate animal rights advocates.
- Where am I sending readers? Every email must include a call-to-action. Always suggest a next step (a next click). Whether it’s watching a video or signing a petition, engaging subscribers is all about baby steps. Clicks are little “yeses” that often lead to big “YESES”.
- When should I send this email? Yes, the research might say 3pm on Thursday (it always changes), but that doesn’t mean Thursday will work for your subscribers. Find out what might work for your audience by split-testing send times for your newsletter. For example, Monday for 33%, Wednesday for 33%, and Friday for 33%. Your email analytics should help reveal the best day for your subscribers.