We’ve learned a few things by sending loads of emails, but we have to be honest — we still don’t know it all. Your audience is different from ours or any of the experts we’ve read, so we want to encourage you to hit send before you have every answer. Only after you try can you put the pieces together and begin to better serve and grow your community.
Content really matters in an email, but if you’re sending the best content in the world to someone who isn’t interested in the subject, it matters a lot less. Sending your emails to the right audience is essential to building engagement and having healthy unsubscribe levels. If you haven’t spent time recently cleaning that list up, that might be the best place to start.
Just because someone hasn’t been engaging with your emails doesn’t make them a lost cause. It’s important to have a strategy for every kind of person on your email list. Research has found that the best time to send this email is about three months after a person has dropped off with engagement. But it’s always a good time to find ways to engage with your community.
Daniel Murray produces an amazing newsletter and podcast called “The Marketing Millennials.” He spoke a few weeks back with email marketing expert, Jay Schwedelson, specifically about subject lines, and I have pages of notes from the conversation. I feel like I’m giving away the keys to the kingdom by sharing these resources.
Within the world of email marketing, there’s always a conversation around the topic of how many emails to send. Everyone is looking for that Goldilocks number — not too many, not too few, but just right. The reality is that there isn’t a perfect number out there, and sometimes the best idea is to send more at specific times.
Chris Barlow, chief happiness director at Beeline Marketing — yes, that is his technical title, and yes, it is amazing — has some highly quotable lines during his conversation with Noah Barnett at Feathr. He’s convinced that if you serve your donors, they will be attracted to your brand and mission. Also, he’s thoroughly convinced that email is here to stay.
We’ve launched a new podcast, Nonprofit Marketing Unplugged, where we talk with nonprofit marketing leaders about the day-to-day work they do growing their audiences and brands. The first three episodes are now live!