Email and E-Newsletters

I’m on vacation rejuvenating, clearing space, and building energy for a productive fall and winter. I hope you do the same, if only for a day—It’s a necessity for good creative and intellectual work, and sense of wellbeing.  PLEASE join me—It’s the best investment you can make.

Allyson KapinThanks to guest blogger Allyson Kapin, founder of Rad Campaign and Women Who Tech.

Congratulations, you’ve got a new email subscriber who’s interested in your cause and impact.  Now’s the time to introduce them to your nonprofit with an email welcome series. You get just one chance to make a first impression! Dumping a subscriber into your list with no explanation or recognition can be jarring, or worse, annoying. So don’t.

Instead, do it right with a three-part email welcome series. In fact, research shows that welcome emails are four times more likely to be opened and five times more likely to get click-throughs than other emails. Here’s how to create your own email welcome magic, drawn from Care2’s new Welcome Series Toolkit:
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Guest Blogger on August 24, 2016 in Email and E-Newsletters | 0 comments
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I’m on vacation and NOT WORKING (unlike what’s become a bad pattern) . Instead, I’m rejuvenating, clearing space, and building energy for a productive fall and winter. I hope you get the chance to do the same. It’s a necessity for good creative and intellectual work, and sense of wellbeing. Join me!

Nonprofit Marketing GuidanceThanks to guest blogger Heather Ratcliff. Heather is a web content and social media strategist who blogs at How to Reach People.

Despite shifting online trends, such as growing social media platforms and the rapid growth of text messaging, email should still play a vital role in your communication strategy. Should you send newsletters or emails? How should you segment your list, and how often should you email?

We took on these challenges at a recent NetSquared DC meetup, in which Roshani Kothari and I invited three email experts: Janelle Mackereth with DC Central Kitchen, Erik Leaver with Blackbaud, and Virginie Combet with TechnoServe. (Recording here).
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Guest Blogger on August 17, 2016 in Email and E-Newsletters | 0 comments
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I’m riding the tide of energized learning and conversations at the recent Nonprofit Technology Conference (#16ntc), and thrilled to share my takeways with you.

Use these insights from The Future of Email: From 2016 to 2026 to shape campaigns that motivate action despite the clamor of our multi-channel world:

Email Still Important but Can’t Stand Alone

Email remains the ultimate push notification. It’s also tied to everything you do on social.

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Nancy Schwartz on April 5, 2016 in Email and E-Newsletters | 1 comment
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Re-engage email list

Guest blogger Karla Capers specializes in using the internet to raise visibility for progressive issues and engage people more deeply in campaigns. She has worked for advocacy organizations since 1996. 

The Union of Concerned Scientists (UCS), where I’m Director of Engagement, faced a daunting challenge a couple of years ago: How to re-engage the many folks who were not reading or acting on our emails. It’s a common problem, for nonprofit organizations and beyond, and one that’s crucial to address.

Here’s how we tackled our “dead” email list:

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Nancy Schwartz on February 23, 2016 in Email and E-Newsletters | 10 comments
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untitledSince 1996, Karla Capers has been working for advocacy organizations, figuring out ways to use the internet to raise visibility for progressive issues, engage people in campaigns, and try to make the world a better place.

Note from Nancy: I came upon Karla’s terrific guidance for re-engaging folks on the Progressive Exchange list serv, and got her permission to repost here.

I’m Online Director at the Union of Concerned Scientists, and we were faced with a real challenge—how to re-engage the many folks who were not reading or acting on our emails.

Here’s our three-part reactivation method:

We Segmented Our Inactives
We defined “inactive” as anyone who’s never given the organization a donation (online or off) and hadn’t opened, clicked, or taken any action online in the last year.

Then, in February, we started to segment out the “inactive” people on our list and excluding them from all outgoing messages. That “inactive” segment turned out to be about 25% of our deliverable email file.
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Guest Blogger on July 16, 2014 in Email and E-Newsletters | 2 comments
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Tom_FurtwanglerGuest blogger Tom Furtwangler manages digital communications and social media for a large international development nonprofit based on the west coast.

There’s a headline arms race on the web these days. Upworthy’s “curiosity gap” approach to click-enticing headlines is now widely imitated and even parodied. You know what I mean: those “You won’t believe…” headlines that we don’t believe anymore.

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Guest Blogger on July 9, 2014 in Email and E-Newsletters | 4 comments
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sotelo_yeseniaGuest blogger Yesenia Sotelo founded Smart Cause Digital where she builds and grows smart websites.

“Email is dead. No one reads their email anymore.”
You might have heard this before and you might hear it again—but not from me! Email is one of the most powerful tools available. In fact, every organization (including yours),  regardless of its size or mission, can do great things with an email list.

“Email is dead! Long live social media!”
I love social media almost as much as I love email. There’s plenty of proof of my love over on Twitter and Instagram. But social media is NOT (yet?) a replacement for email marketing. Email and social media are complementary and they should *both* be in your nonprofit’s toolkit.

Take these three steps to turn your organization’s website into an email-capturing machine…

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Guest Blogger on April 10, 2014 in Email and E-Newsletters | 1 comment
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Gmail Inbox Tabs

Beware the deadly Promotions Tab, the latest “improvement” for Gmail users! That’s what communicators like us have have been sweating about in the past few weeks.

In case you haven’t heard, Google is now automatically filtering Gmail users’ email messages to pre-defined content tabs. They’re sending emails from friends and family to the Primary Inbox (where we’re used to looking all the time), and sending most e-newsletters and other emails from organizations (including the Getting Attention blog and e-news) to the new (secondary by default) Promotions tab.

If you’re a Gmail user, you won’t see Getting Attention and other content you rely on in the location it’s always been in (Inbox). And, if you’re not aware of this change, you may not see it at all. But far worse, members of your organization’s email list who use Gmail addresses are no longer seeing your emails in their Primary inboxes.  

Take a deep breath! Most of us have been setting up filters for years now to sort the mass of emails we receive on a daily basis.

This change is going to impact your organization’s ability to interact with your supporters and partners. Email vendor MailChimp reported that open rates were down right after the change. But take these four actions right now to make sure users who want to read your content will find and read it:

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Nancy Schwartz on August 7, 2013 in Email and E-Newsletters | 1 comment
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