We examine top tips and guidance for maximising your email marketing impact
It’s been a couple of months since COVID-19 has taken a grip on our lives and our inboxes have been filled with hundreds of emails from a huge variety of senders, some wanted and many undesired.
Email marketing gives us the opportunity to connect on a more personal level and remains one of the main communication channels.
As charities are being forced to review their email marketing strategies we’ve come up with some tips to help keep a level head in these challenging times and send out carefully crafted messages.
Choose your email messaging carefully
Make your emails easy to skim and avoid long-winded text. Your subscribers are probably very busy, mentally overwhelmed and would much prefer a short concise and compassionate email. Use the right tone and sensitive and positive language. It’s important to find the right balance between a positive and uplifting message that also does not add to the fear and negativity.
Amend your content wording and tone. Everyday buzzwords we usually use might be perceived very differently than they were before this crisis.
Send emails that add value in this stressful time
Send messages with gratitude to appreciate their continued support with inspirational messages of hope that gives your audience peace of mind, reignites their passion for supporting your charity and establishes a sense of community around your mission, work, and programs.
Be open and honest about impact
The widespread closures and heavy demand for services are having a deep impact on charities both large and small. Describe the actions you’re taking and have taken to deal with the situation and be transparent with your supporters. Be honest and explain how your charity has been affected and how it is having a direct impact on your mission.
Revise your automated emails
Amend or cancel your automated campaigns so that they are meaningful and relevant. Messages should speak of your current state of affairs and relay your values. Remove anything that might be seen as inappropriate such as hugs, kisses, high fives, handshakes; sensitive words or any challenges/tasks involving physical contact or outdoor activities.
Show empathy including with your preference centre
Empathy and compassion are always appreciated, so ask your subscribers if they want to update their preferences or pause any type of communications for a while. Ask what kind of content they would like to receive during lockdown and show continued consideration.
Segmenting based on relevance
One question that should be at the forefront of your mind when thinking about your email strategy is who you should be sending your emails to.
Everyone is currently overwhelmed by information coming at them - the news, social media, families, peers and the individuals and organisations they follow. Segmenting your audiences with information that is relevant to them is essential during this time.
Timely email sends
At this difficult time, there’s no clear guide on how to communicate with your audience or how often you should send an update but do continue to act as your subscribers expect to hear from you, however, be mindful not to bombard those already overflowing inboxes!
Whether you are updating your community on changes to your fundraising events, sending messages of thanks or simply greeting your supporters we hope these points help you.