Tips to Strengthen Your E-mail Campaigns

Van Diest said today's nonprofit supporters:

• read e-mail before direct mail;
• satisfy their interests on their own schedule;
• expect information to be personalized;
• expect immediate feedback;
• expect information on progress/stewardship; and
• expect to share online experiences with others.

Plan
The first step to successful e-mail marketing is establishing a plan. Start with a calendar, think about the types of messages you send and include every department that wants to send messages. How can messages be combined or complement each other? What data do you need to collect to improve your coordination? Ensure that you have a healthy mix of messages.