New Year’s resolutions for great charity emails

Elizabeth Carter, manager of Charity Digital’s Charity Digital Mail email marketing service, offers some tips on how charities can refresh their email marketing strategy for maximum impact in 2019.

Guest Writer | 2nd Jan 19
Image shows 2019 in sparklers against a dark sky

Happy 2019! It’s New Year’s Resolutions time again! Whether you love them or loath them, now is a great opportunity to reflect and improve your charity email marketing year ahead by making a few strategic changes.

Here are four quick, easy to remember resolutions to inspire you and help get your email marketing in great shape throughout 2019.


1. Always keep your data lists scrubbed, throughout the year

Keeping a clean list will lower the risk of email bounces, which will improve your deliverability rates. If you don’t actively engage with your subscribers their permission to receive communications from you can grow stale.

Make an effort to re-engage or remove inactive subscribers by sending special campaigns, and if they don’t respond to your re-engagement emails it’s best to remove them from your data lists completely to avoid them eventually unsubscribing or clicking on the spam button.

Make a resolution to always allow your subscribers to update their email preferences and settings. People’s tastes and preferences change over time. That’s why it’s essential to keep your mailing lists as fresh as possible and your subscribers need the flexibility of opt in and out of your communications by way of a subscription centre or survey.

Avoid invalid email addresses coming into your data lists by having a double opt-in in place. This requires people to confirm their signup via email before they’re added to your list as subscribed contacts, helping ensure your subscribers are interested in your business, and keeping invalid email addresses off your list.


2.  Make a conscious effort to study your reporting stats

Examine your click-to-open rate. This basic metric calculates the opens and clicks by showing you what percentage of your email openers clicked on your email. It measures how well your content (images and text) engages and if actions are being driven. Use this formula (unique clicks ÷ unique opens) x 100 = CTOR to measure how you will fair this year.

Look at your clicks stats up to a month after the sending out your campaigns to see if people might possibly save the email for later reading or action so you avoid losing out on measuring delayed attribution or success for your campaigns.


3. Always send relevant and valued content by using email personalisation

One of your top resolutions should be to personalise as much as possible with adequate testing and making sure that the personalisation works across all of your database.

The Adestra / IDM State of Digital Personalization report looked at marketers’ attitudes to email personalisation and showed a massive 82% increase in open with using personalisation in campaigns and a 75% higher email click-through rate.

Charity often try to be all things to all people, whether that’s supporters, donors, beneficiaries, service users or volunteers. Make 2019 a year to tailor your email content and keep your audience always engaged and targeted.


4. Resolve to always be responsive

We all know that our campaigns should render well on all browsers so make a resolution to check that all your email communications are fit for mobile viewing.

In 2019 the number of mobile phone users is forecast to reach 4.68 billion. Emails not optimised for mobile devices get deleted by a majority (80.3%) of users. With more powerful ESP’s there’s really no excuse to send out campaigns that are not mobile responsive!


Want to make a real impact with your campaigns in 2019, with low-cost email automation specifically designed for charities? Visit the Charity Digital Mail website to find out more.





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