Did you know that one of the main things people want to do when they visit a charitable organization’s website is sign up for an e-newsletter?
Sending out a regular e-newsletter is a quick and low-cost way to communicate your key messages to your audience. However, many e-newsletters are never opened. They either get filtered into a spam folder or remain unread in someone’s inbox. Here are four easy changes you can make to pique your readers’ interest in your e-newsletter:
Send your new subscribers a welcome message
After someone subscribes to your e-newsletter, send them a warm welcome message that includes important information about their subscription. Ask them to put your email address on their safe list, so your messages don’t get directed to their spam folders. You can also remind subscribers of how frequently they will receive information from your organization, so they know when to expect each issue.
Use a short and compelling subject line
The subject line of your email should accomplish two key objectives. First, it must tell your readers who you are. Be sure to include the name of your e-newsletter or your organization. The subject line must also let your readers know the issue contains valuable information. Include a compelling headline that addresses one of your community’s key concerns. Keep in mind that most email programs only display the first 60 characters of a subject line, while handheld devices typically display 30 – 40 characters. If you have a long subject, include key information at the beginning of the field.
Don’t underestimate the importance of the “from” line
Some communications experts feel the “from” line is the most important part of an email. People open messages from others they know and trust. Your “from” line should include the name of the staff member who is sending the email. However, if you don’t think your readers will recognize your staff member’s name, you can use your organization’s name instead.
Include key information at the top of the email
Many email programs have a preview pane that allows readers to view the first screen of an email before opening the entire message. To get your message read, you need to quickly establish who you are and create a sense of familiarity. Place a masthead at the top of your e-newsletter that contains your organization’s name, e-newsletter name, website address, email address, International Standard Serial Number (ISSN), publishing schedule, publication date, volume number, and issue number.
The preview pane can also include a table of contents that highlights the issue’s articles.
Rachel Foster is an award-winning copywriter and owner of Fresh Perspective Copywriting. She helps nonprofit organizations improve the results of their campaigns by providing them with compelling fundraising copy that motivates donors to give. Visit www.freshfundraising.ca to subscribe to the free Fresh Fundraising e-newsletter. You will receive monthly advice on creating grant proposals, fundraising letters, web copy and other vital communications.
