Best Practices for Email Marketing Campaigns
Creating an effective email marketing campaign requires thoughtful planning, but these best practices, shared by GiveCampus partner schools, can help you maximize your success.
Craft a Strong Subject Line
The subject line is crucial for getting recipients to open your email. Effective subject lines often include:
- Numbers: "5 Reasons to Support [XYZ]’s Day of Giving"
- Urgency: "Only 12 Hours Left to Hit Our Goal"
- Questions: "Will You Be One of 230 to Help Unlock $50K in Matching Funds?"
- Curiosity: "You’ll Never Believe Who Just Created a Matching Gift"
These elements can significantly increase open rates.
Avoid SPAM Triggers
To ensure your emails reach inboxes:
- Avoid Excessive Punctuation: Limit exclamation points and avoid using ALL CAPS.
- Keep It Professional: Steer clear of symbols and words commonly flagged by SPAM filters (that said, a well-placed emoji ⭐ in the subject line of an email can be a good idea for the appropriate target audience)
Make a Specific Ask
Be clear and direct in your email. Focus on one or two specific calls-to-action you want your recipients to take:
- Pre-Launch: Introduce the campaign and highlight the impact of setting up a Match or Challenge.
- Launch: Encourage immediate donations and participation.
- Advocacy: Motivate recipients to become advocates by creating personal videos and tracking their outreach.
Warm Up Your Audience
Don't cold-email your list with a solicitation. Build anticipation by sending 1-2 pre-launch emails before making an ask. This is particularly important for time-sensitive campaigns like Giving Days and Campaigns.
Show Appreciation
After your community has supported your campaign, follow up with a sincere thank-you clearly communicating the impact of the gift. Gratitude helps turn supporters into long-term advocates.
By implementing these best practices, you can create more effective email marketing campaigns that engage your audience and drive results.