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Last week we covered our general tips for crafting successful email campaigns for nonprofits.
New donors are important to your financial future, but that doesn't mean you can bombard them with donation requests as soon as they're on your email list. After you welcome the potential donor, send an email that offers information they might not know.
Use this guide to engage and connect with your subscribers and you'll be growing your donor base in no time.
Just like any other business, nonprofits can't ignore the effectiveness of email marketing.
As one of the most important aspects of online fundraising, it's necessary to optimize your email marketing efforts.
While you might already be sending emails to your donors, this series will offer the advanced tips you need to take your campaigns to the next level. When you're asking for money, be sure to use active language that will empower donors to become part of your cause.
On the left are word choices we've seen in emails and on the right you'll find more powerful alternatives.
When you create an email you're proud of, it is natural to want to share it with everyone on your contact list. While these two demographics differ greatly in their needs and wants, there’s no reason you can’t take the occasion to combine your marketing efforts for both at the same time.
With Mother’s Day in the rear view mirror, remind people to think about gifts for the dads and grads in their lives.
Make sure you have gift wrap, gift bags, ribbons, and bows in patterns that are appropriate for both groups. For the dads and grads who would rather choose their own gifts, gift cards are the ideal solution. The post 5 Retail Tips to Make the Most of Dads and Grads appeared first on Vertical Response Blog. Memorial Day is coming up May 30, and there's no better way to grab your customers' attention than with some clever, seasonal subject lines. For more marketing tips, guides, and inspiration, sign up for the VerticalResponse weekly newsletter. The post 9 Subject Lines to Celebrate Memorial Day appeared first on Vertical Response Blog. Are you just getting started on your email marketing program, or are you upping the game and refreshing your creative approach?
There are a few ways to move forward with an appropriate template for your needs, here they are listed from easy to… not for beginners. An Email Service Provider like VerticalResponse will offer a variety of mobile-friendly email templates to choose from. We live in a world of choice and, beyond your email service provider, there are many companies providing alternative solutions that fit both general and niche needs. If you have general needs, you can find well-built responsive templates from a variety of sources, including Theme Forest and Litmus. If you want something specific that is difficult or not possible to achieve using a visual editor, you'll need to either know some code yourself or have an email developer on-hand.
If you are a coder with confidence and a need for full control, coding your own email from scratch could be a good option for you. Whether you choose to code your email or work from a visual editor, email requirements are tricky. Memorial Day is right around the corner, and as people are starting to spend more time grilling and soaking up the sun, how can you capture their attention with your email subject lines?
People will look forward to your emails if they know they're getting more than just an in-your-face promotion. Your customer wants an answer to the question, "What's in it for me?" That means it's important to give them relevant and engaging content in each email.
The post Increase Your Open Rates with Sizzlin' Summer Subject Lines appeared first on Vertical Response Blog. You can use these emails as an opportunity to insert humor into your subject lines, test what time you send campaigns, or just as another chance to engage your customers.
A few weeks ago, we echoed the call to nominate your favorite small town to receive $500,000 worth of marketing services and business advice from our parent company, Deluxe Corporation in partnership with Shark Tank star, Robert Herjavec.
SLIVERTON, OREGON - Serving as the gateway to Oregon's largest state park, Silverton is surrounded by natural beauty and is home to a large botanical garden.
WABASH, INDIANA - This inspiring small town, which was the first electrically lighted city in the world, has not lost its spark. The public vote is open from May 3-10, and each person who votes will have a chance to win a trip for two to the winning town and a meet and greet with Herjavec. To cast your vote and learn more about Small Business Revolution on Main Street, go to
So how do you know if your company’s newsletter is actually winning hearts or simply passing time in the inbox? When it comes to open rates, there’s pressure for marketers to obsess over the numbers every time, the way sport enthusiasts would over the score of a playoff game.
While each business’s open rate will vary, there are many things you can do to increase your figures for the better.
WHAT TO WATCH FOR: If you’ve found your mailing time sweet spot, a low open rate might indicate weak or poorly written subject lines. If your goal is to get seen (and read!) you’ll need to make it to the inbox in the first place. No matter the effort you've put into your campaigns, spam-filled content, deceptive subject lines, or a messy list can have significant impact on whether your mailing reaches its final destination.

WHAT TO WATCH FOR: Email list quality plays a huge role in the success of delivery when it comes to sending newsletters or any other type of email marketing piece. You’ve overcome the hurdles of getting delivered to the inbox and being noticed by readers, but what about measuring the actual clicks on your message? Traditionally, the click-through rate (CTR) has always been considered the ‘make or break’ metric, measuring the total number of click onto a campaign. However, the Click-to-Open Rate (CTOR) takes your metrics analysis one step further, measuring effectiveness of content, design, and messaging in relation to response and can be used to drive your newsletter to new heights.
WHAT TO WATCH FOR: A strong CTOR will give you the opportunity to better separate positive newsletter performance from issues that can impact your success in a way that the broader click-through totals will not be able to define. Find your total of click-to-opens by dividing the total number of unique clicks in each newsletter campaign by unique opens. In today’s social media age, an honorable mention by a reader with a share on their respective platforms is the equivalent of a business’s own ‘selfie.' Simply said, people like to share good things with others, including content.
Make it an job easy for your readers – always include social sharing buttons and a ‘Forward to a Friend’ link at the top of each newsletter, making spreading the word about you only one click away. WHAT TO WATCH FOR: Pay attention to the social channels where your content gets shared the most. If your newsletter encourages readers to actively take action and convert, you’ve mastered the art of a winning email campaign. While you may not be in it for the hard sell of products and services, if you see a rise in promo list registrations, downloads of your latest e-book, or even traffic to other blog posts, it’s an indication that your readers are more than just passive consumers. Assembling an unforgettable newsletter includes many moving parts from content production to metric analysis. The post Measuring the Performance of Your Newsletter appeared first on Vertical Response Blog. Explain the benefits of being on your email list and lead the reader to more information, such as the history of your organization or FAQ section of your website.
Share information that might not be common knowledge, perhaps about how many people your organization helps each year or which services you provide. This could be a tour of your facility, branded swag, or an invitation to your upcoming fundraising event.
Try out these tips to see where they take you and check out the VerticalResponse free program for nonprofits. And just like many small businesses, many nonprofits are short on time, cash, and resources - making email campaigns the perfect marketing solution. Whether you're an established nonprofit organization or just starting up, you need a strong email strategy to engage with your supporters. There are some emails you can send to your entire list, but this is not a good idea every time. You also don't want your donors to get tired of your emails, so be sure to send only the information that is of interest to them. In the process, you’ll save on the cost and effort required to promote these events separately. Use signage, banners, and ads in your store, on your website, and on your social media pages.
Then let your customers know that when they shop for the dads and grads, you’ll wrap every gift they purchase from you, free of charge.
For example, you might promote a special summer sale, reward them with a buy-one-get-one-free coupon, or invite them to an event.
With the weather warming up, and the extra long weekend ahead, now is the time to have fun, get festive, and let your creative light shine. Before locking in a layout, you'll want to know the goal of the emails you plan to build with the template. You can easily modify a ready-made template with a WYSIWYG (what-you-see-is-what-you-get) editor. Using a visual editor, you can drag-and-drop images, insert content and dividers, rearrange copy and images, and adjust colors and fonts to match your brand.
On the niche side, for example, if you send your emails through Marketo, there is a company called KnaK that has a library of templates built specifically to work well within Marketo, a marketing platform that has its own set of coding requirements. Templates like these are available for download, and prices vary from free to around $25 each for premium options. If you are comfortable coding yourself, one good option is to find a template that is pretty close to what you want and make adjustments to the code until it matches your needs. Things to consider in this situation are standard code for an email build, as well as resets and fixes you'll need to include to avoid specific email client issues. You'll want to choose or build a template wisely and test it to ensure it works properly across browsers (Chrome, Safari, Internet Explorer), email clients (Yahoo, Gmail, Outlook), and different-sized devices (desktop, tablet, mobile phone). But even without summer-themed products and services, you can still add a splash of excitement to your marketing. Remember, a subject line is just as important as the email itself because it's the first thing people see in their inbox.
Let it shine through in your email subject lines, but remember to keep it short and attention-grabbing. Everyone wants to know about the hottest and most popular summer events, so add a calendar of local events to your emails.
If you wouldn't send it to a friend or family member, you shouldn't send it to current or potential customers either. And whether it’s a national holiday or not, it can be a great reason to send an email marketing campaign to your subscribers. The two finalists were announced today and we encourage all you small town lovers to watch the three-minute documentaries and cast your vote. The historic district has twice been hit with damaging fires - but the downtown business district is gaining momentum, featuring an array of shops and restaurants that are working to reinvigorate the city's core. But it has taken a hit from urban sprawl, which has drawn businesses and workers out of downtown, and a diminishing industrial base that has altered the local economy.

The process of the town's revitalization will be documented in a web series debuting on in the fall of 2016. Cast Your Vote and Send $500,000 to the Lucky Town appeared first on Vertical Response Blog. The use of storytelling as your sales tool translates well in a newsletter and potential buyers are more likely to connect the emotional dots of how and why they need your product or service. While it's tempting to be laser focused on the total, you need to be able to equate the reasoning behind it.
Test the time of day you mail your campaigns and scheduling appropriate send frequency based on audience needs and wants. Be sure that you’re using language that not only connects with your readers, but also makes them to want to read more. Measuring the percentage of emails that finally made their way to customers’ email address, many industry experts agree that a good delivery rate hovers between 95% and 98% for total number of sends.
Tidy up your segments, ensuring you remove all invalid, inactive, or recently unsubscribed addresses and any other IDs that could potentially get you blacklisted or blocked by firewalls. Create your newsletters with the idea that other audiences outside of your original email list could be exposed to what you’re talking about.
This is a strong indication of where you’re most likely to find more potential readers and is also a great place to start when searching for social mentions over time. In return, it can bring a rewarding connection between businesses and their customers on a level that many other email marketing campaigns have not be designed to do.
With VerticalResponse, you can use the automated feature to schedule a welcome email as soon as a new contact is added. They're an affordable and efficient way to attract and maintain donors, volunteers, and create community. These types of images motivate and inspire donors to act, like pictures of those you help or action shots of your volunteers.
Segmenting your list will break it up into smaller, targeted groups like potential donors, new donors, loyal donors, and VIP donors. We’re in the midst of high school and college graduation season, and Father’s Day is right around the corner on June 19.
Spread the word with direct and email campaigns, local newspaper ads, and other events where you have a marketing presence.
Create corresponding merchandise displays in store to make it easy for shoppers to go straight to your gift suggestions. Possibly include a coupon or offer with the gift card to encourage the recipient to come in and use it.
If you find yourself in need of a safety net to help cover emergency expenses, purchase inventory or fill gaps in cash flow, a revolving line of credit might just be the answer. Here are some things to think about when considering a new template--options for non-coders included! Knowing this will help determine the type and length of content that will best achieve this goal. Once you've created one successful email this way, you can create a duplicate--just swap out images and copy to create a new variation. Knowing code will help you update the look and feel more precisely, allowing for maximum flexibility. Give your customers something to get excited about, from local fireworks to the best farmers markets around town.
The unique expertise and support of the Small Business Revolution could be exactly what is needed to take the community to the next level.
Wabash's tight-knit community and independent small-business owners have banded together in a concerted effort to revitalize their downtown core - and the Small Business Revolution could help re-illuminate Wabash as a shining destination for tourists and residents alike.
Also, keep an eye on specific Call-to-Action (CTA) buttons and their placement within the campaign to see where your best individual performers are. Remember, the keys to a successful newsletter are effort and longevity - built well and made to last. If possible, stay away from stock images and generic pictures, and stick with pictures of real people and events.
In 2015, spending on dads and grads hovered around $17.1 billion, which indicates it's a pretty smart move to take advantage of this double opportunity with your marketing efforts. You can create simple gift guides that can be shared via email and on image-driven social media channels like Pinterest and Instagram. For most small business owners, customizing ready-made templates within your email service provider's interface is a great solution. For example, "Don't miss out on the big summer sale -- Promo codes inside." You could also tie your sale to a summer holiday, from Memorial Day to the 4th of July or Labor Day.
Once you've selected your template, be consistent about using images and copy that fit into the template's specifications. It's fast, easy, affordable, and convenient because the template library is included with your email service plan.
While this may seem constraining, it's actually liberating; with the template already decided, you can now focus on the quality of your content each time you prepare an email rather than on the structure of your email.
By reusing the same template each time you want to fulfill a specific email goal, you are implementing a time-saving system for your marketing program, as well as providing your subscribers with consistent, well-formatted emails.

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