Translated material
Polina Kruzhkova: The topic of newsletter is 70% of the success of your letter
Electronic mailings are a convenient and reliable way to convey information to a person. About how to work with private donors, the manager of attracting private donations of the Syndrome of Love Polina Kruzhkova’s charity fund.
Mitap greenhouses "Fandraizing and email marketing. Attraction and retention of private donors ”was held on March 21, 2018 at Impact Hub Moscow.
Electronic mailings help to inform the audience about the organization’s projects and maintain contact with potential donors. It is important for organizations that are just starting to conduct a newsletter to comply with the balance between information and fundraining letters: do one about the fundraising for four news letters.
The postal program should allow you to divide the base into full lists, segment the audience and conduct A/B-testing. You can read more about the choice of mailing programs in Mitap materials with Peter Ignatov .
About how to create a mailing list using the Mailchimp service, watch in the video tutorial:
Please note that so that the letters do not fall into spam, they need to be sent from an email address to which the domain of the NPO site is tied (for example, @te-st.org).
Work with lists
Each mailing list has its own target audience: donors, well -being, new subscribers, corporate partners.
Periodically check your database of the following points.
- Make sure you have a subscriber’s consent to receive letters. The user put a box opposite the offer and gives the right to process and use his address.
- Do cleaning lists in the mailing base: check the addresses for the correct spelling, remove spam addresses.
When to send a letter?
After sending the newsletter, you will watch analytics and see patterns when the openability of the letters is the highest. As an option, you can focus on the following recommendations.
- The best days of the week for letters: Tuesday, Wednesday, Thursday.
- It is better to send “business” letters on Tuesday and Thursday.
- "Entertainment" - on Fridays.
- The best time for departure: from 11:00 to 12:30, from 16:00 to 17:30, from 21:00 to 21:30. Consider the clock belts of your subscribers.
- The best numbers of the month: from 3 to 5, from 15 to 18.
What to write about?
In the mail client Gmail, sending letters fall into the "promotional" folder, which is rarely viewed. Therefore, it is important to ask subscribers to move letters to the “incoming” folder.
“According to our experience, the topic of writing gives 60-70% of the success of the newsletter, or rather increases the likelihood that your letter will be opened. Also pay attention to the first sentence that is displayed in the browser. From how you write the name of the sender and the topic of the letter, it depends whether the letter will open or not. In the sender, you can write your name, surname or name of the organization. ” Polina Kruzhkova
General recommendations on the text
- Do not use complex terms, but show your awareness in the issue.
- Select the letter genre and adhere to its entire text.
- Use the hero’s direct speech.
- Structure the text using moderately long sentences
- Make sure that every new paragraph arouses interest and desire to continue to read.
- Remember that the verb is stronger than the adjective.
- Relume out loud and reduce unnecessary words, chancellery, tautology, excess adjectives and numbers.
- Write for a 12-14-year-old teenager.
- Use high -quality illustrations that will not load in the browser for a long time.
“Study your audience. Offer the most loyal subscribers to switch to regular payments. Make offers with different projects and various amounts of assistance inside. Send letters of appreciation immediately after receiving a transfer to the mail to the Donor. ” Polina Kruzhkova
The mailing statistics are provided by the newsletter service. It is important to put in links in the letters of the UTM tags to track the transitions to the desired pages from the mailing list. It is the analytics of mailings that will allow you to understand what letters and what your audience prefers to receive.