Sunday, November 4, 2012
TIPS I CAN GIVE YOU FOR E-MAIL FUNDRAISING
1. TEST - TEST - TEST - Constantly. In email fundraising there are some variables that you can control and some that you can’t. What you can control is when you send and how you design your emails and how you design your Landing Pages. What you can’t control is what’s happening in the news and how people feel about the economy. As a result, you want to make sure that you are using your very best efforts in the areas you do control in your quest for funds.
2. BUILD YOUR INTERNAL FILES - Understandably, your donor file will always give you the most return on any given e-mail. Next would be your internal prospecting file and finally any external prospecting file.
3. GET A DECENT ESP - To conduct an E-mail Fundraising campaign you must have an Email Service Provider (ESP). Basically, there are three types - Entry Level, Intermediate, and Advanced.
4. NO CSS WHEN CODING E-MAIL IN HTML - What is often overlooked is the fact that that if you use CSS it will be stripped by many email clients. For example, G-mail, Hotmail, Yahoo, and MacMail all tend to strip out CSS.
5. DESIGN AND CODE TO 600 PIXELS WIDE - At that width your e-mail will render okay in a number of environments, such as PC, iPad and mobile phones. If you code to wider you will force people to sideward scroll, which some may consider too much work!
6. PUT MORE EFFORT INTO YOUR LANDING PAGES THAN YOUR E-MAIL ‘CAUSE YOU CAN'T’ TRANSACT ANY BUSINESS IN AN E-MAIL - Remember, no matter how good your email is you can’t take a credit card with it! If your landing page is “broken,” the whole process is broken.
7. UTULIZE E-MAIL FUNDRAISING STRATEGIES - Any successful endeavor is the result of developing and implementing specific strategies, and e-mail fundraising is no exception.
8. E-MAIL CAN WORK WITH DIRECT MAIL - Send your Direct Mail offer first. Then, send an email with the same offer seven to ten days later. This over-all combination will give you lift, as the email will remind people of the mailer they received.
9. ADD “READ MORE” LINKS INTO YOUR COPY - Writing an e-mail fundraiser piece is a little different than writing a direct mailer piece. In the former you might stop a thought in mid-paragraph and put in a “read more,” having your email serve as somewhat of a “teaser.”
10. STUDY THIS HEURISTIC TO LEARN A SIGNIFICANT LESSON FROM E-MAIL EXPERT FLINT McGOUGHLIN.
Check the complete details here plus a Bonus TIP!