Messaging Mojo: Making Over Your Emails Emails We

Email Makeover

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Page 1: Email Makeover

Messaging Mojo: Making Over Your Emails

Emails We

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Amy BraitermanConsulting Manager


Shana MastersonSenior Consultant


Your Hosts:

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Coming Soon: P2P Fundraising Benchmark Study! Join us for a preview of the findings.

Talk Data to Me: Preview of the new P2P Fundraising Study!Thursday, May 28 | 2:00–3:00 p.m. ET

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Email Don’t List• Your email list isn’t the entire world; don’t spray and pray when it comes to

selecting your audience.• When it comes to Subject Lines don’t:

– ALL CAPS – Exclamation points!!!!– Set false expectations– The fake Re: or Fwd:

• Email Content - Don’t: – Include a ton of calls to action– ALL CAPS– Highlight text– Use random clip art– Use non-profit jargon

• Don’t go on and on and on and on and on and on and on and on and on… were busing people, we don’t have time or the attention span to read emails that go on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on and on

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Please, let’s stop doing this

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Let’s Start Doing More Of This…10 Emails We’re Gaga About

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1 Subject Lines Matter

What we love most about this email is the subject line: Families like Richard’s depend on us.

The subject line stood out in our inboxes by telling us there is a story behind the message. It compels the reader want to know more about Richard’s family and how they can help.

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Fun Formats2This is an old email from 2012, but we still love it. We love it so much that we had to include it!

Why do we love this email? It’s the calendar that had us at hello. Philosophy’s sending a nice holiday message, but more importantly they’re getting customers excited about the New Year by sharing upcoming store openings, promotions and product releases.

Try it! You don’t need to wait till the New Year; create a quarterly calendar highlighting key events in the coming months, program and initiatives your supporters shouldn’t miss.

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Be Creative & RelevantWhat we love most about this email: Is it’s from a local restaurant! It also focuses on the patron experience. Just offering the weather forecast is enough to make the recipient imagine the sights, sounds and sensations of a perfect afternoon at the restaurant.

How about including the weekend forecast in your next email to your endurance athletes?

• Mix up the content you’re sending to participants – you don’t only have to send fundraising and mission information.

• Send your participants information that will enhance their overall experience.


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Urgency: Don’t Miss OutWhat we love most about this email: It’s an explicit reminder of what you might miss out on.

Savvy online retailers are recovering trillions of dollars of abandoned merchandise from online shopping carts with personalized retargeted messages such as this one.

Imagine how many more people you could get to register or donate to your events if you emailed everyone who abandoned your forms?


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Tone: Fun, & Conversational5What don’t we love about this email? It’s got a progress bar, a dog names Sarah and clear call to action. What we love most is: the tone and point of view.

The message is from Sarah, a dog in need of her forever home. Who better to give a Giving Tuesday update on how close the Maryland SPCA is to their goal and how many pets still need help?

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Keep it Simple: Images Work

What we love about this email: The simplicity, the urgency -- and who can resist a cute baby panda.  Using a large single image to convey a message shouldn’t be the basis of every message in your communication calendar, but when used sparingly and done right it can have a big impact


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Content: Relevant & Timely

What we love about this email: The relevancy. In essence it says, “You’re team won! Wear your loyalty with pride!”  Non-profits can take this same approach with drumming up pride for their missions. Every child saved, every meal served, every pet adopted is a win that should be shared and championed.


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Dang, You’re Pretty AwesomeWhat we love about this email: It’s celebrating the users achievement.

There’s a badge for everything these days. Instead of only lighting up a badge on a personal page or in the participant center add badges to your communication plan.

When a badge is earned send an email about it! This is a great way to inspire and encourage fundraising:

• Recognize • Provide an explanation • Tell them to keep it up to achieve their

next fundraising milestone


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Pragmatic & HelpfulWhat we love about this email: It’s a helpful way to keep track your stats. It doesn’t matter what type of P2P program you have great way to engage your participants.  

Tip: Swap out the workout stats for fundraising stats.

Provide your participants with a fundraising summary including:

• Number of donations • Amount raised• Fundraising goal• Percent to goal• Days till event


Tip: And, why not include sharing tools in the email. Participants can show off their progress.

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Thank you. Can’t Forget One

What we love about this email: It’s purely an engagement email. There is no hidden meaning or agenda.  It is simply a thank you to donors for all that they do to help the organization.

This type of message can go a long way in driving up participant engagement and interest in future activities.


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Thank you! Our fun duo will be back on Thursday. Join us for a preview of the P2P Fundraising Study findings.

Talk Data to Me: Preview of the new P2P Fundraising Study!Thursday, May 28 | 2:00–3:00 p.m. ET