Facebook and Twitter are nice, but the #1 way to communicate quickly and inexpensively to your identified supporter universe remains, and will remain for the foreseeable future, email.
Campaign emails and e-newsletters, however, need to find an appropriate balance in a couple of ways.
First, you don’t want to mail too often, because the information overload will cause people to unsubscribe. On the other hand, you need to email often enough that people don’t forget you or come to the conclusion that your campaign is dead in the water.
Secondly, content. What you mail has to be interesting, relevant and, for the most part…short. In-and-out. Just the facts, ma’am. Most importantly, you can’t email your list ONLY to ask for money. Some emails from the campaign should NOT include a request for a donation.
On this subject, below you’ll find some additional tips from online marketing expert Katya Andresen. Happy Friday the 13th!
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
How to make your email campaigns stronger
By Katya Andresen
Email is still the most important way to engage your supporters online, so take it seriously!
So many email campaigns from nonprofits [and candidates] take too long to get to the point, have a dizzying array of information and lack one single call to action. Remember: The more you try to squeeze in that email, the worse off you’ll be.
Keep these guidelines in mind:
1. Don’t make people think – keep the “from” address recognizable and the subject line clear.
2. Make the content relevant to the people you’re emailing. Give them a reason to want to read it.
3. Include a very simple call to action in the contents of the email.
4. Provide a personally relevant reason for the reader to take action.
5. Make it easy to read. Clean and not busy!
6. Make it easy to act – a few clicks, tops.
7. Make it clear what will happen when people act – what good will result?
8. Be human. Make the email sound like it’s from a real person – and sign it that way too, when appropriate.