If you want people to actually read your e-newsletter instead of deleting it from their inbox, you need to make it worth their time. You need to provide a valuable and useful gift. That means NO “free” white papers on “how to make make your Twitter account reach 10,000 followers”. Make good use of the law of reciprocity and provide something really useful and free to your e-mail recipients.
What kind of rewards can you give? Shutterfly’s Wink is the king of e-mail newsletters that include a freebie. Wink offers readers 2 free photo strip credits on most of its email newsletters. Although Shutterfly is a for-profit business, nonprofits can easily follow their lead. Provide a product or service that your customers, clients and volunteers would find interesting. Provide a carrot that is truly valuable and reinforce to your readers how much they can achieve through your gift.
Here are the top 3 tips to make your e-newsletter a success:
1. Short and Sweet
What is the purpose of your e-mail newsletter? You should be able to answer that question in just one sentence. An e-newsletter doesn’t have to be long to be effective as long as it focuses on one main story.
2. Showcase People
Show how real people make actual use of your services.
3. Showcase Community Spirit
Make sure you readers understand how your nonprofit helps the community and how they can join you, whether it is through volunteering or a donation. This touch helps make your e-newsletter more interesting to your customers.”
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