Every nonprofit fears the dreaded “unsubscribe”. How dare someone not want to read your weekly updates! Unfortunately, there is only so much time in a day to read emails, and nonprofits are competing with everything from bill reminders, to schools updates, and funny forwards from mom. To ensure that your emails are actually getting read, try following Classy.org’s ABCs of Advanced Email Marketing Strategies.
A is for A/B Testing
Does the email to your volunteers look exactly the same as the email to your donors? What about the emails you send to local businesses? Maybe it’s time to try something new.
A/B testing is the opportunity to test every last element in your email. Testing options include:
- Logo placement
- Font color
- Size and text of your headline
- Call-to-action (CTA) button or CTA text
Before you go and change every aspect of your newsletter, make sure you have a testing plan. What are you trying to measure? How will you know if it has been successful?
It’s easy to think ‘new’ isn’t working if you don’t know how to measure it.
B is for Bounce Rate
Bounce rate is the percentage of emails sent that do not actually reach the desired recipient. Ideally your bounce rate should be under 1%. There are two types of bounce rates: soft bounce rate and hard bounce rate. Soft bounces happen due to full inboxes, out of office settings, and other reasons not necessarily related to your organization. Hard bounces are usually due to an incorrect or fake email address. Think of these as a red flag that you need to clean up your email database. Which leads us to…
C is for Cleanliness
Emailing your entire database every update is rarely a good idea. Segmenting your email into lists helps your nonprofit target the right people with the information they are most interested in reading. Cleaning out recipients who haven’t opened of your correspondence in a while will also help with open and click rates!
Be sure to check out Classy.org’s ABCs of Advanced Email Marketing Strategies for a bonus tip (D is for Dynamic Content)!