Blog: Getting started with email marketing for charities

In the digital age, connecting with your audience is more critical than ever. Email marketing can be a powerful tool for sharing your organisation’s mission, driving donations, and building an online community of supporters.

Through the years, I've witnessed the impact of effective email strategies. If you're looking to venture into email marketing or want to strengthen your current efforts, here are five tips on how to get started.

1. Find the right platform for you

Choosing the right email marketing platform is crucial. Start with a free option like Mailchimp that allows you up to 500 subscriptions without charge.

Mailchimp is a user-friendly tool. Although the free version requires all your emails to hold their branding in the footer, I don’t find this too intrusive. If your content is good, your readers won't mind either.

Explore other available platforms, by reading reviews and seeking advice from those who have used them.

2. Create a simple and content-focused template

Effective emails prioritise content over flashy designs. Many platforms will have pre-existing templates where you can drag and drop your content.

Opt for simple fonts and colours that align with your branding. Remember, your audience is here for the message, not the aesthetics. Clean, straightforward designs enhance readability and engagement.

For inspiration, look at this effective and straightforward template by Cool Earth.

3. Craft short, sharp and compelling content

Consider what resonates with your audience. For example, if you're a charity dedicated to cancer research, they are likely interested in hearing about new developments in the battle against this disease.

Beyond your core content, think about other ways to make your email interesting. Incorporate fun facts, counters, or links to relevant external content.

Your email is probably one of many subscriptions filling the end user's inbox. So, think about what would make your audience want to open your newsletters and make a valuable addition to their inboxes. This should include a snappy subject line—“[Charity name] July newsletter” probably won’t grab much attention.

In the newsletter itself, capture attention with keywords, placing crucial content at the top using an inverted pyramid. Whether it's a newsletter or a donation pitch, the goal is to entice readers to click through for more.

4. Test and refine your work

However your email looks on your screen, it will almost certainly look different to others. Before hitting send, test your emails across several devices and email clients.

Remember that mobile optimisation is non-negotiable in today's mobile-centric world.

Experimenting will allow you to refine and perfect your work so your audience can engage with the content more quickly rather than get hung up on stretched photos and broken links.

5. Grow your audience and use analytics

Consistency is the bedrock of a growing and engaged audience. If you're doing a newsletter, create a consistent email schedule your audience can anticipate. If you're using emails for announcements or to share specific pieces of content, avoid extended gaps between your emails.

Do all you can to build up your contacts list, for example, by sharing content on social media, including sign-up links in email signatures, and optimising your website for easy subscriptions.

As you go along, use analytics data to reflect on your progress. While open rates are important, don't fixate on them. Instead, understand industry averages and focus on improving over time. Metrics like click-through rates, conversion rates, and audience demographics provide deeper insights into your email's success.

Conclusion

Email marketing is a dynamic tool that can propel your charity's message forward. Unlike most social media, it provides a route to speak directly to your audience. However, you will face competition to get their attention.

Whether you want to send a regular newsletter, donation pitches or big announcements, your comms will benefit from investing the effort. By embracing simplicity, engaging content, and consistent strategies, you'll be on your way to building a community of dedicated readers.

If you're interested in collaborating to enhance your email marketing strategies, get in touch for a chat about how I can help.