Email marketing

Email marketing is a common approach where companies send out commercial messages to its subscribers that aims to increase sales, maintain consumer awareness or to update them with current information.

Though millions of emails are sent out every single day, it is fairly common a majority of subscribed emails aren’t opened. On average only 21.33% of emails are opened and only 2.25% of readers will click through as of 2019.

So what can non-profit organisations to better utilise this method of communication and call up more awareness?

Step 1

The organisation should set up goals, where they determine what should be achieved using emails.

Step 2

Then several email lists need to be built up to address different target segments either import a list of known contacts or build a new list from scratch. This could range from:

• Compelling content

If the organisation has a blog or produce contents on its websites, then offering to send out the best content to subscribers via email is a strong attraction for them to join your list

• First order discounts

If goods or services are offered via an online store, then offering people a discount when they make their first purchase if they are subscribers of your website is a great incentive to increase the email list.

• Free or express shipping upgrade

Not only is this method highly relevant, which is being offered during the checkout process, but also allowing customers to receive their desirable goods earlier creates a powerful motivation for them to subscribe.

Step 3

Select the type of campaign to send, as different organisations have different focus using the correct campaign will make it more relevant. Here are a few common types of campaigns to choose from:

• Newsletter

This is a method used to advertise or communicate new and events to your subscribers to update them with what is going on

• Marketing offer

This could be:

• Campaign showcasing some of the latest stock and encouraging people to purchase

• Campaign offering a discount or special promotion on products or services

• Announcement

Where emails are sent out to subscribers to announce new projects, features or services provided by the organisation.

Step 4

Create the first campaign, send out the emails and achieve the goals. Here are a few tips to follow to create better results

• Structure it for easy reading

• Use image of visuals to boost engagement

• Personalize your email campaigns

• Ensure the campaign is relevant to every subscriber

• Ensure campaign are on brand and build trust

• Timing

• Send more than promotional content

With the above 4 easy steps, non-profit organisations can create valuable information to send out to its subscribers and connect with them. Don’t forget to also analyse your results which will be explained in further detail in future posts.