Summer Institute for Advancement Services Pre-Institute Sessions-Write Better Emails

Write Better Emails

Pdf Summary

The given document focuses on the effectiveness of email as a marketing tool and provides tips for writing emails that people will read. Email marketing has a high return on investment, with an average return of $36 for every dollar spent. The conversion rate for email marketing is triple that of social media advertising. Additionally, 71% of nonprofit email marketing managers have raised the expected amount or more from email fundraising appeals.<br /><br />To ensure that emails are read, it is important to capture the recipient's attention within the first two seconds. This can be achieved through a clear subject line and simple language. The email should be sent from the entity with which the recipient has a relationship. Subject lines should be action-driven, avoid spam words, and include personalization and emojis in moderation. The content of the email should be written at a 7th-9th grade reading level to make it more accessible and appealing to a wider audience. Revising drafts involves using periods instead of commas, eliminating leading phrases, simplifying wordy phrases, and using specific and action-oriented language in links.<br /><br />The document also provides an example of an effective email structure, emphasizing the importance of clarity and brevity. It highlights the need to communicate the desired action upfront and use bolding to draw attention. The email should include relevant information that the recipient is interested in, sign off in a friendly manner, and use a letter-like format. The two-second rule is mentioned as a way to ensure that the main message of the email is conveyed and understood by the recipient.<br /><br />Finally, an example email from the Buffalo Marathon is provided as a demonstration of how to effectively engage the recipient and prompt them to take action. The email highlights the importance of saving pets and provides details on how donations can make a difference. It also mentions a matching donation opportunity to encourage giving.<br /><br />In conclusion, effective email marketing relies on attention-grabbing subject lines, clear and concise language, and relevant and compelling content. By following these tips, email marketers can increase the likelihood of their emails being read and their desired actions being taken.

Keywords

email marketing

return on investment

conversion rate

subject line

7th-9th grade reading level

revising drafts

email structure

engaging recipients

donations

increased email engagement