Email marketing remains a highly effective method for publicising and increasing donations for charities. When done well, they can engage readers to become life-long supporters of your cause.
Unfortunately, there are quite a few mistakes that are all-too-easy to make. In this article we take a look at five of the major errors that charities and businesses both make, and how they can be simply avoided.
1. Not asking for permission
Securing permission for your emails is more important than ever now that the transition to new GDPR regulations are underway.
If you don’t know already (though you definitely should), changes to GDPR will be law in 2018, so you have a few more months to get your organisation lined up for it. These regulations have the recipient in mind, and focus on protecting their interests, as you should too.
As tempting as it can be to add various people from your address book to certain emails regardless of what they signed up to receive, this not only creates a bad impression but will also be a punishable offence.
Readers should be totally aware of what type of mail they will be getting from you at the point of sign-up, whether this is a monthly newsletter or a weekly donation-campaign update.
Being transparent from the beginning will create a better relationship between you and your reader. It’s equally important to make sure it’s straight forward for your subscribers to opt-out of your emails. If it’s unnecessarily complicated, subscribers will be more likely to complain or develop a worse perception of your charity.
2. Not including a clear call-to-action
It’s great when you get every bit of information your reader needs into your email, but it’s still important to promote them to explore.
Call to actions within emails are a crucial tool for charities. Whether it’s donations, newsletter subscribers, blog readers or volunteers you’re after, you want it to be as easy as possible for readers to get involved. Linking to a sign-up form of FAQ’s page hugely increase the chance of an email recipient engaging because it’s straight-forward for them to do so.
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From Technology Trust