1. I’d do market research calls with at least 10 of their most valuable subscribers to better understand what they’re looking for and why they do what they do.
I’d also do calls with 10 active subscribers who are reading/clicking, but not actually taking whatever action they ultimately want them to take and try to better understand what’s holding them back.
2. I’d shorten the word count of the emails by at least 10% and probably more.
Most emails are WAY overwritten and overdesigned.
I’d trim the fat.
3. I’d optimize for one clear goal unrelated to the email metrics.
Too often nonprofits measure the success of their email marketing based on things like subscribers, opens, and clicks – but that’s not the ultimate goal.
If your goal is fundraising, it doesn’t matter if you get more opens if those opens don’t translate into donations.
I’d rather have fewer opens and more money raised (if that’s the goal).
You need to optimize for the right things.
If you work with a nonprofit and would like to get more out of the emails you send, let’s chat.
I can help you.
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