Tips to Strengthen Your E-mail Campaigns

The Chesapeake Bay Foundation, for example, used poll data to subtly drive content and creative on its site and in e-mails, and saw online giving increase 12 percent in 2008.

Segment
Once you have an established e-mail list, the next step is segmenting that list. Segmentation can be done based on:

• Demographic and lifestyle (what can be observed);
• Preference and opinion (what someone tells you they care about); and
• Behavior (what people do, which Van Diest said is the best segmentation strategy).

Common e-mail segments include:

• New sign-ups — Introduce the organization, engage with prospective supporters
• Best addresses — Thank them, and keep them happy.
• Middle donors — How can you motivate them to do more?
• Lapsed — Re-engage or drop them.

Organizations also can segment by generation, keeping in mind the following general traits of each generational group:

• Boomers (born between 1947 and 1966). Detail-oriented. Don't be afraid to get "in the weeds," Van Diest said. Emotional storytelling is key. Include multiple anecdotes leading to a softly put ask late in the e-mail. Make your message come from an individual they'll come to know over time.
• Bust (1967-1979). Action-oriented. Describe tangible results of their help. Spell out ROI for gifts as part of your ask. Go with shorter messaging with brief callouts.
• Echo (1980-1994). Consumption-oriented. Feel free to send more messages in a shorter timeframe than to any other group, Van Diest said. Get to your point quickly, include frequent and direct calls to action, and think about including involvement devices like e-cards.

Van Diest said when in doubt, segment your e-mail list like you would for direct mail. And she stressed not to segment unless you have plans or ability to act on it.