New emarketing Strategy Marketing is reworking and simplifying e-communications to make them more impactful. Reason for the Strategy More than 60% of our email list views our emails on mobile platforms (smartphones and tablets). We want to be responsive to our constituents and to current trends. Mobile necessitates grabbing attention in a quick and concise manner. Our previous e-communications had an overload of content. About the Strategy Our new strategy replaces the monthly catch-all enewsletter. Marketing will send a maximum of one email a week to our entire list, at least one of which will relate to the division of the month. The emails will be optimized to be responsive on any viewing platform: computer, smartphone or tablet. Email content s include an impact story, a resource, a campaign focus, event, workshop/program or other news. Marketing will utilize Facebook to message out additional division of the month content, upcoming programs and other content previously in the enewsletter. Please continue to submit calendar listings. This new strategy will not affect H.A.M.S.A., PAL, Shalom Bayit and Tools for Shuls newsletters, however these templates will now also be mobile responsive. Standard Email Components Great Subject Enticing Pre-Header Large Image/Video Clear Headline Concise, Inviting Content Call To Action 2014 Divisions of the Month 01 Careers 02 Developmental Disabilities 03 Counseling 04 Tools for Families 05 Aviv 06 Corporate/Volunteers 07 Developmental Disabilities 08 Tools for Families 09 Careers 10 Counseling 11 Aviv 12 Corporate/Volunteers
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How to Make Your Email Campaigns Stand Out with Millennials (But it really applies to anyone viewing on mobile). Source: achieveguidance.com We are constantly asked by causes about the status of email in this fast-paced, ever-changing world of communications. We ve spoken with a lot of cause leaders about the continuous decline in success with their email newsletters and campaigns and many assume it s because email is no longer an effective way to communicate and engage constituents. However, our research indicates that email is still a valuable part of your communication and fundraising strategies, especially with Millennials. More than 65% of Millennials receive email communication from nonprofits. In addition, email is the preferred way to engage with nonprofits on their smartphones over Facebook, Twitter, text, video and many other mediums. So, what s the problem? It seems like we should just send more and more emails then, right? Wrong. And here s why. According to Mashable, 294 billion emails were sent each day in 2012 and a whopping 78% of them were spam. And according to our research, most Millennials (65%) max out at following five nonprofits by email. And their biggest email pet peeve? Too many of them stating, I always have something in my inbox from them. So how can you engage your Millennial audience through email campaigns without overwhelming them? How can your emails stand out and be chosen as one of the few they read on a regular basis? There is no magic formula, but there are some simple things your organization should be focusing on that could help tremendously. Inspire Action Millennials prefer short, concise emails that give a clear call-to-action. Please, please put an end to long emails full of copy and no action to take at the end! Keep it short and tell your readers what you want them to do next whether it s sign a petition or pledge, make a donation or just simply read the rest of a blog article. Optimize Your Design and Layout It s no surprise that more and more people are reading email on their mobile devices. Make sure you are using a one-column layout so your emails are readable on phones. Don t bury headlines and calls-to-action and again, keep the copy short! Provide Content that Millennials Want The top content Millennials want from general emails like newsletters are upcoming events, short, timely updates with links to full articles and success stories related to your organization. So, give them want they want! Keep in mind that this may look different for your organization so if you can, test out a few approaches to see what content your audience wants the most by tracking clicks and shares in your email. Follow Up on Big Calls-to-Action You ve sent a beautiful, easy-to-follow email with the content your readers crave followed by a clear call-to-action or two. Now it s time to follow-up on the action you asked them to take. If you asked for a donation or to sign a pledge, let them know how their action made a difference by sending a brief follow-up email detailing the success.