Can You Guess the Single Best Way to Reach Your Audiences?

WRITTEN BY NIKI JUHASZ

The future is email. You read that right: a tool that’s been around for nearly 50 years is one of the hottest marketing tactics of the new decade. What can we say, some things are just classic.

Don’t take our word for it though! Check out these 2020 stats about the importance of email, along with our quick and easy email-writing tips and best practices.

THIS TACTIC IS MORE POWERFUL THAN FACEBOOK

According to the Lilly Family School of Philanthropy, email is the most effective way to reach millennials. This tactic even beats using popular social media channels.

And it’s not just millennials. Forbes Nonprofit Council recently shared its list of biggest barriers that keep donors from giving. These experts agreed that too little engagement — like not sending targeted emails — regularly hurts nonprofits.

Focusing on a strong email strategy can help you build relationships with your target audience, leading to higher engagement and giving.

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ARE YOU USING DATA-DRIVEN STRATEGIES TO SEND EMAILS?

And those stats ↑↑↑ are the reason we're sharing data-driven tips to consider when writing your next email:

One email a month. That’s not too bad, right? Experts suggest sending at least one email to your audience every month, but preferably two. Some brands find success with weekly emails, others with daily. Check your open rate analytics to see what works best for your organization, but at the very least, send an email a month.
Want your audience to learn more? Include no more than two hyperlinks in your email. This will keep your audience focused on the most important information.
Hangry or full makes for the best open rates! Send your email right before or after the lunch hour.
One or two pictures personalize your email. More than that take away value!
50-200 words. That’s enough content to make your audience feel like you’re paying attention to them, sharing important updates and that you care about what they think.
Less is more. An ideal subject line is only 5 to 7 words!
Sign your name (or your CEO’s name) not your company’s! Remember, your audience wants personalization.

Whether you’re building a new email strategy or updating your old one, these tips ensure you’re speaking to your target audience the way they want to be spoken to.

SO WHAT SHOULD I WRITE ABOUT?

We’re glad you asked, because we are just full of ideas. (Shocker, right??) Here are three ideas for three emails.

The Forbes' Council reports that sometimes nonprofits share only the very high level overview of what they do with their audience—and nothing more. By sharing your long-term vision of a brighter future with your (potential) supporters, you can strengthen your relationship, build loyalty and of course help them understand your mission. What are your goals? What do you want to accomplish in the next three years? Why? What tangible steps are you taking today to get there? Consider a "letter" from your executive director to explain your answers to these questions and your vision—this can help you accomplish this goal!
The National Center for Family Philanthropy found that nearly half of millennials want to help nonprofits with their ideas, too. This is a great time to harness the power of interactive content! Ask your supporters for their input on one of your initiatives or policy positions by creating a short survey. This gives them a chance to interact with you and gives you data to share with policymakers about the demand for your advocacy work. You'll help build that relationship AND gather some interesting ideas.
We took a look at what the most powerful foundations are looking for when deciding to give to nonprofits. The consensus? Stories! 82 percent of foundations report being moved by stories that directly demonstrate the organization's impact. The creative possibilities here are limitless. Consider highlighting a client, or even a rockstar employee. Share details about who they are and how they help you accomplish your mission.

Are you launching an email campaign soon? We would love to hear about it. Drop us a note about what’s working and what your challenges are. We might just write about you in one of our upcoming blogs!

Forthright Advises