Observe these rules to develop an effective Email Strategy to
Know Your Goals -- In advance, set clear goals
that describe who you want to contact and the action you want them
Know Your Audience --
Gather basic demographic information first from your fundraising
database. A brief pop-up poll, or a more extended survey,
will help you gather more information.
Count -- Right from the beginning,
count every thing. Install counters on your site. Count replies.
Know what works
for you and what does not. What works for one agency will not necessarily
Never Never Spam -- Fundraising
online is about creating, building and strengthening relationships,
not sending messages
Offer Opt-In/Opt-Out Opportunities --
Make it easy, even for your supporters, to subscribe and unsubscribe
from your lists. Ask everyone
how and when they want to hear from you and do what they ask.
Invest In Infrastructure --
The more email relationships you maintain, the greater your return
on the hours it takes to manage an email strategy. As the number
of addresses you manage climbs, the more you will need the support
of an email marketing service provider.
Deliver The Right
Message To The Right Supporter At The Right Time --
Target the arrival time of your messages so that they
will not be trashed with other messages that are considered
Focus -- Don't deliver frivolous or multi-topic
messages. Respect the stated interests of your opt-in lists and
never send messages
that are off
Make It Attractive Yet Flexible -- Use the power of HTML Email
to make your messages attractive and appealing. But always
embed a plain text version that will be read by older email
Personalize -- Personalize your emails. Technology
can make sure that the name of the recipient appears on the first
of the message: "Dear Marc,"
Plan and Manage Frequency -- Plan a delivery
schedule and stick to it. There is seldom a good reason
to send more than one or two e-mails per month to your supporters.