How to Create a Successful Email Marketing Campaign for Nonprofits

Email marketing is a type of digital marketing that allows businesses to send messages to customers through email.

This sort of marketing can be a very effective tool for businesses, as plenty of studies have shown. For example, a survey of 1,500 U.S. Adults conducted by the American Association of Advertising Agencies (4A’s) and ReachLocal found that 59% of respondents said they had opened an email marketing campaign recently and 49% had opened an email marketing campaign in the past. This type of digital marketing has the advantage of being cost-effective, as you can use email marketing tools such as mail chimp to send out automated emails on a weekly basis.

Why Should You Market Through Email?

There are several good reasons why you might want to market through email. First, customers tend to trust emails more than other types of communications, as email is considered a safe and private means of communication online. If you’re looking to spread the word about your organization, email marketing is a great option because it allows you to build trust with potential supporters through a personalized message.

If you want to grow your email list quickly, you can use marketing automation to create email campaigns that are personalized and segmented into smaller groups. Marketing automation can help you identify and engage with your target audience through email campaigns that are relevant to their interests. For example, you can set up automated email campaigns that send out information about your organization’s events or how to support the work you do.

Another reason why you might want to market through email is that customers tend to retain a greater interest in what is being said by brands they know and trust. According to HubSpot Blogs research, 68% of customers have said they would be more likely to purchase a product or service from a brand they know and trust. Those respondents were asked the following question: “If you were deciding whether or not to purchase a product or service from a brand you had never tried before, how important would trust in the brand be to you?” So if you’re looking to grow your email list, you might want to consider investing in marketing automation software, which can help you identify your target audience, segment them, and create highly personalized email campaigns that will keep them interested in your organization.

How To Create a Successful Email Marketing Campaign For Nonprofits

If you’re new to email marketing or want to improve your existing campaigns, here are a few tips on how to create a successful email marketing campaign for nonprofits.

Step One: Identify Your Audience

The first step in creating an effective email campaign is to identify your audience. You can do this through a series of questions that guide you to a more in-depth understanding of who your target audience is, what they want, and how you can help them.

You might, for example, want to survey your existing customers or ask people who you think might be interested in your work to take the survey. Doing this can help build a clearer picture of who your audience is and how you can reach them. You might even uncover new information about your target audience that you didn’t know before. For example, you might discover that 50% of your audience is comprised of males and 50% of your audience is comprised of females. This is a stark contrast to previous assumptions you had about your target audiences. If you’re looking to grow your email list, you might want to consider using this survey result to inform your next steps.

Step Two: Identify Your Messenger

The next step in creating an effective email campaign is to identify your messenger. Your messenger is the channel you’ll use to reach your audience and it can be as simple as email, but could include digital marketing strategies, such as:

  • Facebook ads
  • Instagram content
  • LinkedIn ads
  • Snapchat ads
  • YouTube videos
  • Capsule websites

As you consider the different messengers you can use to reach your audience, you want to choose the one that is going to be the most effective. Sometimes this can be difficult because there are so many choices. However, by using the right research tools, such as Google Analytics, you can uncover the best possible messenger for your needs.

Once you’ve determined the best possible messenger for your organization, you can start considering what content you’ll need to share.

Step Three: Choose The Right Content

The next step in creating an effective email campaign is to choose the right content. You want to ensure that you’re sending the right message to the right audience via the right channel. If you’ve gotten to this point in your strategic marketing plan and you still don’t know what content to choose, you might want to consider reaching out to an expert for help. 

While you’re deciding what content to use, you also want to ensure that you choose marketing content that is going to be valuable to your audience. If you have an expert in your organization who can advise you on the right content to use, you’ll have one less decision to make. Remember: content is everything.

Step Four: Create Different Versions Of The Email

The next step in creating an effective email campaign is to create different versions of the email. You might decide that some people in your audience need some information in a different way, so you can create a special email tailored to their needs. You can then test the different versions of the email to see which one performs best.

For example, you might want to send an email to people who have signed up for your newsletter and one to people who haven’t. You can use a tool like HubSpot’s Free Email Multi-Version Tool to create and test different versions of an email. This way, you can see which one performs best and then take that version and use it for your main email. This is a great way to ensure that you’re always sending out the right message to the right audience.

Step Five: Measure The Results Of Your Email Campaign

The final step in creating a successful email campaign is to measure the results of your email campaign. It isn’t enough to simply send out the email; you need to see the results of your efforts. You can do this through a series of questions that will guide you to a clear understanding of how your campaign performed.

You can use several tools to track the results of your email campaign. One of the simplest and most effective research tools out there is Google Analytics. This free tool can be accessed from your Google Dashboard and it provides you with all the information you need to track the results of your email marketing campaign. Using Google Analytics for your nonprofit is very easy and it doesn’t require any expertise to use. You can get up and running quickly and then, from there, you can begin to analyze the data that Google Analytics provides you with.

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