Better Emails with Limited Resources by Mike Nellis

By at December 10, 2014 | 12:07 pm | Print

Better Emails with Limited Resources by Mike Nellis

Mike Nellis

Sometimes you just don’t have the time or resources to meticulously test your blast emails, but that doesn’t mean you can’t maximize your results with proven tactics.

Here are some simple tips that I think smaller, and medium sized campaigns and organizations can put in place, right now, to improve their blast emails.

  1. You have to make it matter. One of the biggest mistakes writers make is not relating the importance of what they are asking supporters to do. Within the first two paragraphs, readers need to be able understand why you’re sending this email and what they can do it about it. Creating a clear and concise call-to-action is critical to maximizing the success of your blast email campaign.
  2. Get to the point. Attention spans are short on the Internet and we are all competing with a lot of content. That’s why for my clients, I have the 70-word rule, which gives me exactly 70 words to explain why I’m emailing you before I drop in the first call-to-action link (i.e. donate, volunteer.) You maybe don’t need to be as strict as I am, but I’ve consistently found in my testing that the quicker you get to the point, the better your email performs.
  3. Be creative. Your emails can’t just be short, they also have to be creative if they are going to break through the noise. Don’t be afraid to take a chance and be funny — or go ahead and make that Game of Thrones reference you have been dying to use. Those things work and they humanize you and your organization, which makes it far more likely that people will be interested. You’ll be amazed at how much better your blast emails will perform after you start using these suggestions.

I implemented these same ideas for a low-budget client earlier this year and they saw a 210% increase in contributions in the first month! But with the caveat to test, test, and test again. Nothing is a silver bullet.

Try it and share your results in the comments!

Mike Nellis is a Partner at PowerThru Consulting;   a nimble team of progressive tech strategists with real-world experience building membership and activating people-power to serve the common good. Mike is the former Digital Director for Connecticut Governor Dan Malloy.

PowerThru Consulting   202-525-7697


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