email marketingWe know that the majority of nonprofits have limited resources. Social media tools are great resources, but one of the ones you may be missing is email.

I know.

Email’s been around for a long time. It’s much cooler to engage with you donors and prospects on Snapchat or Facebook, but you can’t minimize email just yet. According to the article entitled, “How to explain the value of email marketing to your boss,” which you can find here:

“The ROI of email marketing is 4300%, DOUBLE that of any other digital channel. Plus, it’s one of the easiest places to reach your consumers where you already know they’ll be – their inboxes. Just consider these stats:

  • 94% of people say they get online to check email. It’s the #1 activity on the internet (Marketo).
    • The average office worker checks their email 30 times an hour (B2B Marketing Insider).
    • People spend on average 2.6 hours a day checking, reading, and sending email (McKinsey Global Institute).
    • 66% of online consumers have made a purchase as a result of an email (Direct Marketing Association).

So not only is email one of the few marketing channels where consumers actually opt-in to hear more from you, people are pretty much addicted to it. Think about it: How many times have you checked your email first thing in the morning? Last thing at night? In line at the grocery store or bank? In the waiting room at a doctor’s office?”

In my social enterprise, we work diligently on email marketing campaigns. Here are ten simple tips you can do today to increase the return on investment (ROI) of the email campaigns you’re sending.

  1. Don’t spam. Your web hosting company or Internet service provider can close your account. Someone can also sue you, so let people opt-in to receiving your emails.
  1. Make sure the “From” is someone readers will recognize. Stay away from generics like “info@.”
  1. Tell a compelling story. Facts are important, but you have to sell the sizzle, so to speak.
  1. Be aware of the themes and colors you use. You want to have your emails visually appealing and pleasing on the eyes.
  1. Tuesdays, Wednesdays or Thursdays are the best days to send emails.
  1. Keep your copy short and concise. Try to keep your emails to less than 400 words, and if you can, use pictures which convey so much in a single image.
  1. Always have a call to action (CTA) in your emails and A/B test your email campaigns to learn what works and what doesn’t.
  1. Subject lines should be between 50 and 60 characters.
  1. Segment your list. All of your donors and prospects are not the same. Targeting your messaging increases your revenue.
  1. Place your most important messaging at the top 25 percent to 33 percent of the copy.


Author of “Not Your Father’s Charity: Grip & Rip Leadership for Social Impact” (Free Digital Download)

© 2017 Wayne Elsey and Not Your Father’s Charity. All Rights Reserved.