Thursday, September 25, 2008

Making the Case for Email

Call me a luddite. Call me "behind-the-times." But I'm here to say it loud and say it proud.


I'm not saying this because I sell email marketing software. Although it's true, I DO! I'm saying this because EMAIL WORKS.

If you're trying to determine how to allocate your limited marketing budget to reach your fundraising, advocacy or communication goals - don't forget to check out this POWERFUL channel.

Here are some stats which may help you make the case.


P.S. Don't forget that any decision on HOW to reach your constituents MUST BE INFORMED by your budget AND by the communication preferences of your constituents. There is no point in meeting people where they're NOT. That said, all things being equal - email may still be your best bet.


8 comments: said...

What are the advantages/disadvantages of email marketing internally or using an email marketing service? Any recommendations on a good software for do-it-yourselfers?

Jocelyn said...

Hi Melanie,

Thanks for your question. Sorry to be SO late in replying.

The advantages/disadvantages of outsourcing email are particular to each charity. However, for most small nonprofits (under $1,000,000 in annual revenue) it probably makes a lot of sense to outsource at least parts of the program.

Issues of deliverability are getting complicated and at minimum you need to work with a vendor who has a good relationships with the Internet Service Providers. This will help to ensure that your email gets "into the inbox."

Strategy and best practices in email copywriting, design, timing and list management are other issues that take some thought and may be best left to the experts.

Hope this helps!


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