Sourced from Forbes
While digital marketing campaigns involving social media platforms and text messaging have become more commonplace in recent years, a well-thought-out email marketing strategy can still serve as a valuable way to target and engage directly with supporters.
However, with emails often being automatically directed into spam or junk folders or deleted unread, nonprofits have to get creative about enticing subscribers to open emails and engage. To help, 11 Forbes Nonprofit Council members offer advice on how nonprofit professionals can effectively increase engagement open rates and encourage clicks on their email newsletters.
1. Deliver Genuine Value
To boost newsletter engagement, focus on delivering genuine value in every email. Move beyond organizational updates and fundraising appeals to provide content that directly benefits your readers’ lives or careers. This could include industry insights, exclusive educational resources, curated job opportunities or actionable tips they can’t find elsewhere. Practical, valuable takeaways are key. – Jennifer Gremmert, Energy Outreach Colorado
2. Craft A Compelling Subject Line
An interesting subject line is a good way to grab attention. A great hook will always get someone to open an email. The catchy saying should be relevant to the content and provide some value to the reader. If you don’t think you possess the creativity, use an AI platform to generate a title for you. – Tara Chalakani, Preferred Behavioural Health Group
3. Include A Personalized Heading Or Greeting
Add a personalized heading or greeting in the email feed so that readers know the newsletter was intentionally sent to them. This will get their attention and make them feel less like another number on a mailing list. – Kimberly Lewis, Goodwill Industries of East Texas, Inc.
4. Keep It Clear And Transparent
To boost open rates and clicks, keep everything clear and transparent. Your message should grab attention—but don’t bury the lead. In today’s information-rich environment, clarity is key, especially as more people and organizations use AI tools to help summarize emails. Make sure your key points and calls to action are obvious so readers can quickly engage with your content and, ultimately, your mission. – Karen Cochran, Philanthropy Innovators
5. Attribute It To A Real Person
Make the sender a real person like the CEO rather than just a generic organization name. This makes a huge difference for open rates. People will often respond back with a note to the leader. You can set up a separate email for this purpose. – Nicole Suydam, Goodwill of Orange County
6. Personalize The Content
Beyond catchy subject lines and consistent cadence, personalizing content is key. For instance, we ensure our newsletters have a community presence component, offering ways for readers to get involved locally and receive news on their neighbourhoods. Audiences want to know how they fit into your bigger picture, so it’s key to provide content readers want to consume, not just messaging aimed to boost an organization’s image. – Paula Schneider, Susan G. Komen
7. Include Storytelling
As a global network of social entrepreneurs and changemakers, Ashoka never lacks inspirational stories. Focus on getting better at telling stories and finding the right hook, as the hook for us may not necessarily be the hook for our external audiences. Also, always include calls to action in your newsletters. – Sarah Jefferson, Ashoka
8. Add Some Mystery
Everyone loves a good mystery! Craft subject lines that spark curiosity or hint at solving a problem your audience cares about—like a riddle they can’t resist. Pair it with a pre-header that teases the content inside. This playful intrigue draws attention in crowded inboxes and makes your email irresistible to open. – Michael Bellavia, HelpGood
9. Be Consistent
Cadence of communication is important, so don’t just shoot out a monthly newsletter. The title of a newsletter should be a call to action, not something general. If the title of a newsletter isn’t catchy, the delete button gets used! – Rhonda Vetere, Laureus Sport For Good
10. Disseminate Your Newsletter Across Platforms
Distribute your newsletter across various platforms, not just via email. Send the newsletter link to your texting platform, post the newsletter link on your social media channels and embed the newsletter in your website. Always share updates in short spurts, and encourage readers to click to read more. Highlight the top three priorities at the top of the newsletter, and ensure videos are interactive. – Erin Davison, Scouting America
11. Combine Efforts With Your Web Presence
Communicating with sponsors, volunteers, board members and other stakeholders is a challenge—it is a busy and noisy world out there. An email or website is no longer as effective as it once was, so today organizations have to have a web presence. Create as many touchpoints for stakeholders to engage. Print materials, emails, podcasts, blogs and social media all contribute to effective engagement. – Aaron Alejandro, Texas FFA Foundation
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