Attracting + Keeping Donors with Emails They Eagerly Anticipate: Part 2

The Donor Attraction Letter

Wednesday, March 5, 2014

Last week's post shared with you my first two tips on using email to connect with your readers on a deep emotional level to get them excited about opening your emails and taking action.
 
Those tips were:
 
#1: Know WHY You’re Sending Email
#2: Write Like You’re Emailing a Good Friend
 
Now, let’s continue on with a few more:
 
Tip #3: Use a Compelling Subject Line
 
Believe me, I know—this is easier said than done!
 
Your readers’ in-boxes are crammed full of emails. It’s challenging to craft a subject line that really jumps out and entices someone to open an email.
 
To give your email the best chance of getting opened, keep these tips in mind when writing your subject line:

  • Use language that emotionally resonates. Think about your audience. Who are they? What are their biggest concerns, fears, hopes, and dreams? What kind of wording connects with them on a deep emotional level? What gets them fired up, excited, and ready to take action? What bores them? For your subject line, select messaging that matches their persona, which will help your open rates shoot way up. Example: A subject line of “You Are Not Alone” can be very effective. It’s one I recently used successfully for a client with an audience of patients/caregivers and others touched by a rare disease. As touted on Copyblogger, research shows a consistently high open rate for this subject line across many different types of content.
  • Personalize it. Include the recipient’s first name. This makes your email feel so much more personal, like you’re talking directly to the reader.
  • Make it benefit-oriented. People want to know how they’ll benefit after opening your email. Think about the promise you’re making to your reader with the content you’re sharing. Are you offering a solution to a problem? Are you sharing a moving story? Are you announcing an event that offers the chance to meet a celebrity? Using a subject line that emphasizes the BENEFIT (not just the content/offer itself) will help instantly grab attention because the reader will get a glimpse into the value your email promises.  Example: Instead of “ABC Charity Newsletter, which doesn’t do anything to lure in readers, describe what’s in it for them like “Your Chance to Get 50% Off Annual Conference Registration!”
  • Make it timely. To help get folks to take action right away, emphasize a timeframe. For example, as it relates to the subject line above, this could be changed to: “This Weekend: Get 50% Off Annual Conference Registration!”
  • Use numbers. This is one of my favorites. You’ve probably noticed headlines everywhere using numbers. Newspapers, blog posts, magazines, tabloids … numbers are used plentifully in their article headlines. There’s a reason: They’re very effective. People gravitate toward content that’s specific. People like to see exactly what they can expect. Example: “5 Ways a Support Group Can Improve Your Health.”
  • Use trigger words. These are words like what, why, how, and when.
  • Keep it on the shorter side. There’s no hard rule for this, and the debate about the perfect length of an email subject line rages on. Generally, keeping your subject line in the range of 40-50 characters is optimal. Personally, I think people are OK with longer subject lines if the email sender is someone they like and a solid relationship exists with the sender/organization.
  • Test, test, test. Honestly, the best way to know which subject lines yield the highest open rates for your organization is by testing. Monitor your open and click-through rates regularly and evolve your approach based on what you’re finding works best.

Tip #4: Keep Each Email to ONE Topic
 
For optimal results getting your emails opened, read, and acted on, stick with just one topic.
 
Doing this allows you to focus your content and message, using the small amount of space in your email most effectively. Your email will be much more powerful and engaging if you keep your reader locked in to one specific topic and call-to-action.
 
Now, there are exceptions, such as with your weekly or monthly e-Newsletter. But, in general, your standalone emails should be centered on just one topic.
 
Tip #5: Keep Your Emails Reader-Centered
 
This is really, really, really important!
 
You’ve undoubtedly seen lots of emails, articles, and social media posts that go on and on about a company or organization. You hear about how great they are. They proudly announce their accomplishments. They share details ad nauseam about their people, their services, and their successes.
 
Here’s the thing:
 
For the most part, readers don’t care about that stuff.
 
Here’s what they DO care about:
 
How is what you’re telling me applicable to my life and how will it help me in some way?
 
So, be sure the focus is much more on the reader, not your organization. Focus on the reader’s needs, fears, hopes, and desires. Focus on delivering the feelings you know your readers want to feel.
 
One of the best ways to make your content more reader-centered is by using the word YOU a lot.
 
This is an important yet often overlooked way to create emails that make wildly stronger emotional connections. When you use “you” plentifully in your email, you’re engaging me. My brain reacts differently and I feel like I’m a part of the story.  
 
Go check some of your past emails. Do they contain more “WE” words or “YOU” words? Aim for at least DOUBLE the number of “you” words over “I” or “we.” Triple is even better!
 
Tip #6: Tell Moving Stories
 
OK, this is a biggie, too!
 
And I’m sure you see this suggestion a lot.
 
But, it bears repeating because it’s so important.
 
If you really want to connect on a deep emotional level with your readers, share stories that move and touch them. Bar none, this is the best way to capture and keep readers’ attention, and get them taking action.
 
Our brains are hard-wired to love narrative. We all relate more easily—and care more about—someone’s story versus learning statistics or other types of information.
 
So, use your emails to tell stories that’ll hook your readers, stir up their feelings, and get them responding to your calls-to-action. Among others, you can tell stories about:

  • People or furry friends being helped by your organization.
  • Donors, supporters, sponsors, and volunteers making your work possible.
  • People who helped found and build your organization.
  • Board members and staff.

OK, that’s it for today!
 
See you next week with Part 3.
 
Dedicated to helping you attract and keep your donors,


Jen Viano
Nonprofit Writer/Consultant
Editor, The Donor Attraction Letter