Is Your E-Newsletter Doing Its Job?

communications digital marketing email marketing Jul 27, 2021

Is your e-newsletter doing its job?

How you answer these three questions will let you know:

  • Are you considered an authority when it comes to your mission?
  • Do your supporters and those you serve trust you?
  • Have your email open and click-through rates increased?

If you can answer "yes" to all of the above, congratulations - your email is firing on all cylinders. If not, however, it's time to give your e-communications a little love and attention.

That doesn't mean abandon ship. Don't dismiss your e-newsletter or think it's not worth your time, because when you get it right, it can be one or your most valuable communication tools. Not to mention your most cost-effective one.

Here are a few tips to get you started:

  • Pick a frequency and stick with it. You can test different times and days of the week to find the sweet spot for your audience, but consistency in how often you reach out is key. Once a month is the bare minimum and twice a month is even better.
  • Create a template. A consistent look will help build your relationship with your readers. And, of course, make sure that template is mobile-friendly.
  • Don't confuse promotional pieces (events, calls for donations) with strategically defined content. That's not to say you can't include those "call to action" items in your e-newsletter. But your main story needs to position your organization as an authority, build trust and ultimately, increase engagement.
  • Share stories of impact. Putting a face to how your organization is making lives better is one of the more compelling ways of demonstrating your nonprofit's work.
  • Provide valuable and useful information. Remember the key part of the word newsletter is "news." You're in a position to inform your audience as well as encourage its support.
  • Give yourself time. All of this takes a little time: time to gather stories, images, conduct interviews and build each e-newsletter. Creating a 6- to 12-month editorial calendar will help so your e-newsletters don't feel rushed or last minute.

Don't sell your e-newsletter short. If it is establishing your expertise, building trust with your audiences, and facilitating engagement, keep it up. If it's not, there are steps you can take so that it is an invaluable tool in your outreach.