Email marketing is a powerful direct marketing tool that your nonprofit is hopefully already involved in. But there are ways to make your emails even stronger. We’re all for marketing and storytelling based around the donor’s experiences and motivations, instead of around what your organization is doing, and email marketing is no exception to this rule.
To make email marketing more effective, incorporate the donor. If you can, use their names, and try to make the email as organic as possible, even if it’s really a boilerplate email scheduled to be sent automatically. A personal touch is important, even in the seemingly impersonal format of email.
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Email Personalization: 137% increase in open rate from personal note approach [Marketing Sherpa Blog]