Four Strategies for Effective Member E-mails
2) Send timely communications. Connect with something your members care about right now. What time of year is it? An e-mail about a Christmas fundraising campaign won’t get much interest in July. But if you distribute it in November, your members already have the upcoming holiday in mind, thus increasing your chances of reaching the anticipated goal.
3) Include a clear call to action. The call to action is an essential component of your e-mail because it answers three important questions for your members: What you want them to do; why they should do it; and how to take that next step. Make sure that whatever you’re asking them to do (e.g., make a donation or volunteer) is clear, concise and easily noticeable in your e-mail. One call to action per e-mail communication is most effective. Placing call-to-action phrases along with links or phone numbers in the beginning, middle and end of the e-mail will help ensure your members know how to act on your message.
4) Make your e-mails relevant. Relevant e-mails garner better response. The more your e-mail communications relate to your members, the more effective they will be in reaching your desired outcome or goal.
Gail Goodman is chief executive officer of permission-based e-mail marketing solutions provider Constant Contact. She can be reached via www.constantcontact.com