Innovative E-newsletter E-mails
To the Point: In so many of the e-mails, the messages were spread across the whole e-mail; nothing was highlighted or easy to pick up without reading the entire thing, which people rarely do. Charity: water gave it to me straight. It chose its pitch and made it direct and well thought-out. Again, less was more. The statement, “America is about to spend another $450 billion to celebrate the holidays — that's enough to solve the water crisis several times over,” was enough to get me thinking. The video and the tagline, “Give up the gifts, give people clean water and start changing lives,” sealed the deal.
Shareability: You can’t get much more share-friendly than this e-mail. There is a “share” bookmarking icon in the top left corner that lets you share the message charity: water is sending to anyone, anywhere. Taking sharing a step further, the action of “tell your friends what you really want for Christmas” is a clever and different way of saying “get involved or “share with friends.”
There were many e-mails I went through that have embraced the challenge of integrating new media to e-mail appeals and newsletters, and many who have not. What may work for one organization may not work for the other, but I suggest testing certain aspects or elements mentioned in the e-mails above and monitoring the feedback, open rates, clickthrough rates, etc. Testing allows you to learn from your donors and refine messaging strategies to interest a larger audience base, but if you never test, you’ll never know.
Christina Johns is senior manager of direct-response television and social media for the International Fellowship of Christians and Jews.