Today, most of the nonprofit organizations are aware that nobody ever reads your email and it could be due to many reasons. According to a research, the open rate for a nonprofit organization is close to 25% and only 3% of these customers click on the CTA. It’s a serious issue and a major setback for these organizations as email is a cost-effective way of reaching the readers. Here are a few ways why your emails are ignored by your customers and different ways to overcome the problem.
Your messages are ugly
A majority of the emails from nonprofits are outdated even when online communication has evolved in terms of web and graphic design. Send dull and ugly messages is the leading way to turn away the readers as they see hundreds of advertisements on a daily basis. Therefore, your CRM should support integration with third party email marketing services. It should also include customizable and personalized email communication capabilities. Remember, you’re urging people to contribute to your nonprofit organization, you need to send attractive and information content to the readers. The open rate and click through rate depends heavily on the kind of messages you share.
Your messages fail to make an impact
More and more organizations are using email marketing to reach their readers, and a customer on an average receives 85 emails per day. Even if the content inside is attractive and useful, it will easily get buried with the other emails. Therefore, set your email apart with an attention grabbing and compelling headline. Subject lines such as ‘September Newsletter’ will definitely not attract the readers, you need to come up with exciting subject lines to win the trust of the readers.
Your messages are irrelevant
This is perhaps the most common mistake of a nonprofit organization – not segmenting their email list into succinct group. You should never send one-size-fit-all messages to the readers because everyone on the email list is unique and has a different taste. For example, a person has already made a donation and then you send a message saying ‘Make your first contribution today’. You’re simply sending the wrong messages to your reader