Email continues to one of the most prevalent communication methods use today. According to this Campaign Monitor article, there are 3.9 billion active email users. For instance, and almost half of these users check their email as often as every few hours.
Even though email campaigns are used by most organizations. About half of marketers feel that their email campaigns are poor to average.
It’s more important than ever to make sure that your email campaigns are optimized. So that they reach inboxes and grab your reader’s attention.
If your organization is using Salesforce, you already have access to a very powerful tool to help with your email campaigns. We’ve compiled tips that users like you can use to maximize your email marketing potential. We discuss each of the following actions in more detail below (and they apply whether you’re using Salesforce or any other CRM system):
- Choose a specific campaign goal.
- Segment your email recipients.
- Brand your campaign emails.
- Ensure mobile-responsiveness.
- Call the reader to action.
Remember that Salesforce works differently for different organizations. If you’re in charge of a nonprofit’s marketing strategy, read through Salsa’s overview of Salesforce for nonprofits. This will help you get a better idea of how to customize the software to fit your particular needs.
How do your nonprofit benchmarks compare? Find out.
However, all organizations can benefit from the tips above, nonprofit and for-profit alike. With a few simple steps, you can be sure your email campaigns are set up for success, no matter how exactly you customize Salesforce for your organization’s needs.
Ready to learn more? Let’s get started.
1. Choose a specific goal for your email campaign.
Too many organizations send emails only to maintain a presence in the email inbox of their supporters and customers. With no specific goal or call to action, these emails are often ignored or trashed.
Instead of strengthening your relationship with your constituents, they may get frustrated by the influx of “generic” emails. Then, when you do send important emails, they’re less likely to open and read them.
Ensure that every email you send has a specific purpose and/or call to action in order to keep your recipients engaged and interested.
Start by creating automated email series specific to actions a supporter might take. For example:
- When a website visitor first signs up to receive emails, the next action you may want them to take is to make a donation. Create an email series, triggered by the initial signup, to drive the new visitor to that goal. The first email is a welcome, the next introduces your organization’s mission, and the third asks for a donation to address a specific need or campaign, etc.
- A one-time donor could be encouraged to become Austria WhatsApp Number List a recurring or sustaining donor.
- If someone has attended an event, you may set up an email series for them encouraging their support of a related advocacy campaign.
When you work to design your emails with Salesforce, you can set up specific campaigns that show the success of your marketing initiatives toward each of your goals. Using these success markers, your organization can tweak and adjust your strategy to better appeal to your recipients.
2. Segment your organization’s email recipients.
The more specifically an email is targeted at the recipient, the more likely it is to be read and acted upon. Therefore, it’s important that you segment your supporters in order to design emails targeted to their specific interests..
Start changing the way you send emails by optimizing your recipient segmentation strategies.
- Collect as much data as you can. Use information collected via online forms, event registrations, or personal conversations to group your supporters multiple ways. If you’re using one integrated software platform, such as Salesforce and Salsa Engage, any information you collect is available to use for segmenting purposes.
- Choose your segmentation criteria. From the data you’ve collected, decide how you want to segment your constituents. You may consider creating segments such as donor levels, event participation, or age. Some organizations focused on animal welfare even have separate email series for cat owners and dog owners! The criteria you choose all depends on your organization’s goals.
- Allow supporters to segment themselves. With the right software, your organization can set up an online portal that allows supporters or members to change settings and data points of their own. In this way, they’re segmenting themselves into groups that are most relevant to them.
One of the great things about CRM systems like Salesforce is that they’re completely customizable. This lack of limits provides the opportunity to collect the data most important to your organization’s mission and use it for segmentation.
Learn what donors said about nonprofits by reading our survey results.
3. Brand your campaign emails to your organization.
Visually representing your brand on everything is a vital step in spreading the word about your organization. Because humans process imagery so well, your organization’s brand image is incredibly important for all communications.
Make sure every email you send looks good on both desktop and mobile devices. It won’t do your organization any good if your logo looks great on desktop, but is too large, too small and illegible, or otherwise unfit for a smaller screen.
Once you have the brand imagery set how you like it (for all screen sizes), you can go ahead and save it as a template on Salesforce.
This means you should have a consistent “voice” throughout all of your content. For instance, from your website to emails to social media posts.
This is especially important to keep in mind if you’re a nonprofit using templates (like those from Fundraising Letters) to communicate with supporters. These templates are great to start with so that you’re sure. For instance, you don’t miss any vital information while writing an email. However, make sure you customize these templates to authentically reflect. Your organization’s brand and maintain consistent language with the rest of your website and other marketing materials.