Return to Sender

Every e-mail has to present a pleasant reading experience, as well as allow the recipient to do what it is you’re asking her to do, and to do it effortlessly and painlessly.

Here, Jordan Ayan, chief executive of Illinois-based e-mail marketing service provider SubscriberMail, lists the 10 things an organization needs to do and/or have to make the best possible use of its e-mail address files.

1. Content relevancy is king.
The most important thing any nonprofit organization needs to think about before it hits the “send” button is its content’s relevance. Not from its own perspective, but from the perspective of the recipient. Everyone receives a large volume of e-mail, and unless you can make sure that what you’re sending is going to be meaningful, timely, interesting, non-intrusive and in some way rewarding to the reader, you shouldn’t even think about hitting “send.”