The wonder of email newsletters
When I set up the Breathing Since 1978 blog in May, I did so with one intention: to only post when I had something interesting to say. This ties in nicely with some advice I’ve just read about how charities can build their email lists.
One golden nugget of advice was to send regular email newsletters to the list. The rationale is that an active list is much more likely to grow. You can read the full article here.
I couldn’t agree less. Sending regular email newsletters is a recipe for disaster in my book. Why? Well here’s why:
1) News that is newsworthy doesn’t just happen every month. So, you’re going to basically start sending stuff to people that is either not that interesting, or just not that interesting to them.
2) Readers won’t be looking longingly at their inbox for your email to arrive. Especially if you send one on a regular basis, whether you have something interesting to say or not.
3) People don’t unsubscribe from charity newsletters. For two main reasons. Firstly, they feel guilty about not reading it, and wouldn’t dare be so uncharitable as to unsubscribe. And secondly, it is often a difficult process, so they can’t be bothered. So they just delete it every month.
So don’t email people unless you’re bursting at the seams with something totally captivating to say. Remember why people have subscribed to your email list and keep that in mind everytime you think about sending a newsletter out.
If you send only a few emails a year, each of which are concise, relevant and well written, chances are your open rate will be pretty darn good. If you send one a month every month no matter what, expect your open rate to start tumbling.
Oh, and the best way to build your email list (other than only sending decent emails)? Ask people for their email address! When you speak to them on the phone. When you write to them. When you stop them on the street. At every point of contact.
If you’re only sending great emails, donors will be glad they gave it to you. Not disillusioned and disengaged.
Filed under: charity | 2 Comments
Tags: charity, fundraising, marketing, email, email newsletters
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Hello,
In response, I’d say that if a nonprofit doesn’t have at least one interesting story every month or so to tell about its work, donors, volunteers, etc. that is “newsletter worthy” then they really need to think hard about what the heck they ARE doing. Of course you should never send junk just to keep to some schedule. I’ve found that the problem is usually not a lack of great work/content, but lack of creativity in talking about the work in a compelling way.
Kivi
Hi Kivi,
Yeah, that’s a really good point. And one of the reasons I started this blog – discussions are so much more productive than one person thinking something on their own!
I guess where I was coming from was the amount of uninteresting info that ends up in emails. So yes, I think a lot of the time it is lack of creativity in talking about work in a compelling way.
I think it’s also a lot to do with Push -v- Pull Marketing though. It’s easy to forget what donors want and instead prioritise what the organisation wants to say. And that is what often ends up creating uninteresting content..