Email marketing is a hugely valuable and often neglected channel for non-profits. Email still has much higher engagement and conversion rates than social media, and it allows you to build a really direct and personal relationship with your supporters. And because so many organisations are neglecting emails, doing email well can give you a significant competitive edge.
Email marketing projects
I have a wide range of experience in leading email marketing projects, including:
- Reviewing and auditing an entire email programme, including segmentation of lists and data management
- Developing a cross-organisational email calendar, with a schedule of emails focused on building engagement and driving conversions
- Devising high-performing automated journeys, such as welcome journeys for new subscribers
- Email acquisition campaigns, using petitions, Facebook Ads, Google Ads
- Integrating email marketing with Facebook Ads
Case study
Case study on my email marketing work with Barnardos Ireland
Get help with your email marketing
Some good news: a lot of best practice in email marketing is very straightforward and inexpensive to apply. Something as simple as sending more emails, with one call to action per email and using a simple template, can really improve results. My organisation Digital Charity Lab has some free and affordable resources for email marketing:
- Quick guide to best practice for email marketing for charities and non-profits
- Online course in email marketing
Envelope photo by erica steeves on Unsplash