The Nonprofit Marketing Blog

How to Get People to Open Your Nonprofit Email

It’s no secret that, just like we do, our supporters get a lot of emails each day. On average, individuals receive over a hundred messages per day, each one clamoring for their attention and competing with your fundraising appeal, nonprofit newsletter or member update. The inbox is a crowded place, so how do you stand out and ensure that your emails are being opened?

Man Reading Laptop

Photo Source: Big Stock Photo

Here are seven quick tips for better subject lines:

1. Test.
Before you send out an email to a large portion of your audience, test two different subject lines with a smaller subset of your list.  Make this part of your normal process, so you get smarter every time.

2. Personalize.
Use something personally relevant to the reader to grab their attention.

3. Be interesting.
Make your subject line oddly short, long or different. Above all, make it interesting, so people open the message in the first place.

4. Make it fresh.
Don’t say “update” or “news” each time. Instead, just focus on what’s actually new!

5. Keep it brief.
Subject lines often get cut off in many email programs, put key information right up front.

6. Instill urgency.
Make it clear why your email matters now—”three days left to give.”

7. Banish spam-ness.
Run your copy and subject line through a content-checker, avoid all caps and shun exclamation points. The Email Sender and Provider Coalition notes that 69% of subscribers base their decision to send your message to the spam folder on the subject line.

If I had to choose just one of these to convey, I concentrate on #3. My best advice for building a following is to create wonderful content and reflect it in the subject line. People open the emails they know will contain something of value. Provide that value. The rest will follow!

 

Adapted from http://nonprofitmarketingblog.com/

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About This Blog

Amanda Khoury
Marketing Manager

We’re here to help you win hearts and minds—and donations.

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