Four Essential Tips for Planning Year-End Email Campaigns

first_img1. Look for trends in recent response data.As you’re brainstorming your email strategy, spend some quality time digging into data on what’s been the most and least effective for you over the past few months. For example, if you notice that click-through rates are higher in your graphic-rich emails, design extra-visual appeals for year-end. If supporters don’t click on links at the bottom of your emails, make sure you keep all links in the first part of your message (especially your DonateNow button!).2. Consider your sending frequency and target your outreach.Carefully think about your email frequency—every fatigued subscriber who opts out in December is someone who won’t see your emails at all next year. Start ramping up your email frequency now and keep a close eye on the open and unsubscribe rates, then adjust your year-end campaign email frequency accordingly.3. Keep your emails social.People stay busy during the end of the year, but not too busy to keep up with their social networking. Make sure your subscribers have an easy way to share your emails with their friends and followers, and include easy-to-spot links to your organization’s social networking sites, too.4. Welcome new subscribers right away.When someone signs up for your email list, they’re probably interested in hearing from you right then and there. Build a strong relationship with new subscribers right away with an automatic welcome note. If you can set a great foundation now, you’ll have more loyal subscribers during prime giving season. Even though your donors might procrastinate, you can’t! Start planning your year-end email campaign now. Photo Source: The Digital Giving Index Did you know that year-end donations make up 30% of giving for the entire year? Because year-end fundraising goals are often so big, it’s important to start planning your year-end campaign now. When mapping out your email appeals, keep the following four topics in mind:last_img

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