Did you know that the average open rate for the nonprofit organization is around 25.17%, much higher than the industry average open rate, which is just 21.33%? According to Mailchimp ― a well-established digital marketing automation platform ― email marketing is one of the most effective channels for nonprofit organizations. Here are 5 nonprofit email marketing mistakes to avoid.
As a nonprofit organization, email marketing should be one of your top priorities.
To help you understand this, let’s look at Campaign Monitor’s research which states, that ‘donors prefer email.’ Around 42% of donors prefer to hear from nonprofits via emails. That means it’s time to work on your email marketing strategy.
However, it can take a lot to make your email marketing strategy work. That’s why we bring you a list of mistakes that you should avoid in your next fundraising campaign.
Gone are the days when people were restricted to their laptops for checking out emails. Now, mobile phones are used to check emails. OptinMonster states that 58% of individuals check their emails the first thing in the morning with a sip of a coffee.
So you must optimize email templates for mobile users to ensure higher open-rates and click-through rates.
For a nonprofit organization, the primary goal for sending an email is to grab donors’ attention, and if that’s true for you, too, segmenting should be the first thing you should work upon. An eye-opening report authored by Brett Schenker states,
“Nonprofits lose about $15,000 per year of donations due to wrong targeting and missing out spam filters, which blocks the emails from prospects.”
So, to ensure that your emails reach out to potential donors, segmenting must be taken seriously.
When it comes to email marketing, most nonprofits rely on buying mailing lists, and it has its own pros and cons. At the first glance, having thousands of email addresses seems like a great opportunity.
However, the long term effects of using a third-party collected email database could be daunting. One of the main downsides could be a poor response rate or spamming of your emails.
A nonprofit’s objective is to do something good for society, and that must be the vision even while sending emails. When sending too many emails, the chances are high that your potential donors will block your email as spam.
Platforms like Gmail consider an email unproductive for the receiver when the open-rate or click-through rate is low. And if such platforms find repeated emails, they will, by default, move it to the spam folder. This will damage your organization’s name and strain your digital marketing budgets due to lower ROI from such emails.
It’s said that a clear subject line must always be creative and reader-centric, and if you want to catch the attention of your donors, you should refrain from using the same subject lines over and over.
Though some words like “Giving Tuesday” & “Gift,” and “Give” almost always work, merely restricting them might not be helpful in the long run.
As all say, email marketing is here to stay, so plan your digital marketing campaigns and email marketing strategies accordingly and maximize the ROI from your fundraising campaigns without committing any of the above-listed errors and mistakes.
All the best for all future email marketing endeavors!
If you would like more information on email marketing check out our blog post on Do’s and Don’ts of Email Marketing During a Crisis.
Ankit Thakor is a strategic thinker and visionary who can see the big picture and focus on key issues to accomplish established goals. He is a Saas Marketing Specialist at SoftwareWorld – Software Technology Review and Rating Platform.