# Email for fundraising and campaigning not dead yet…

- Link: https://fundraising.co.uk/2010/12/10/email-fundraising-and-campaigning-not-dead-yet/
- Published: 2010-12-10T18:02:40+00:00
- Author: Kevin Baughen

I recently attended a seminar given by a very knowledgeable chap called Marc Munier
from [pure360marketing.co.uk](http://www.pure360marketing.co.uk).  His 20,000 hours
of working with email marketing and campaigning was distilled into a hugely enlightening
session which, because it wasn’t an open event, I can’t share with you.  However,
I thought his 10 tips to getting the most out of email marketing were worth tailoring
and sharing.  I don’t know Marc personally but I’m sure if you want to follow up
his ideas, [the team at pure360 would be glad to hear from you](https://www.fundraising.co.uk/mailto:jo**********@********co.uk).

 1.  Data Capture.  When people visit your website capture email addresses.  use social
     media, newsletters etc wherever possible to ask for the right amount of information.
     What’s the right amount?  Basically it’s the amount they are prepared to happily
     give in exchange for the value they think they will receive as a result.
 2.  Manage Expectations.  Be clear about actions and consequences.  If you will use
     their data for X every Y weeks, say so up front and make good on your promise.
     It’s not just about te negative worries about SPAM but more the promise of value
     in the future.  If you say you will send out regular video updates of a project
     then you have to do so.
 3.  Welcome – email response rates are proven to drop just hours after sign-up to 
     newsletters or other calls to action (like ‘I want to be a volunteer’ or ‘send
     me more information’) so welcome people who have given you their email addresses
     quickly using smart autoresponders and mail delivery tools.
 4.  Personalise emails Wherever you can.  Using the recipient’s name in the subject
     field can increase open rates by 20%!  OK, we don’t always have perfect data but
     we nearly always know something that differentiates them from the general public
     even if it’s just that they are interested in what you do.  Use this knowledge
     in your communications
 5.  Design for the preview pane.  Include big text calls to action at the top of your
     email so it appears quickly and you don’t waste your chance to make a first impression
     if images or other fancy stuff won’t load.
 6.  Focus on conversions.  Treat emails with a similar ethos to social media ie; your
     email should be a conversation jumping off point, not just a broadcast message.
 7.  Overtly link to your social media presences to encourage and develop the conversations.
 8.  Provide very clear Calls to Action.  Be clear about what you want the recipient
     to do and make it easy.  Lots of charity communications talk about the charity–
     it’s not about you! It’s about providing sufficiently compelling messages that
     the reader wants to act in the way you want them to…
 9.  Integrate your channels.  It’s been proven that integrating activity across multiple
     media uplifts response rates eg; if you are sending out an email fundraising campaign
     alongside TV or press messages, make sure they are linked and mutually reinforcing.
     How many fundraisers don’t know about PR features until they actually hit?!? this
     is a wasted opportunity to integrate activity.  
 10. Get the basics right.  Amidst template design, copywriting and image selection,
     it’s often forgotten that the operational aspects of email campaigns can kill 
     any chance of success: proof-reading, reliable servers to send email, no content
     which will fall foul of firewalls etc.

I hope you find Marc’s tips as useful as I did.

Kevin is the founder of [Bottom Line Ideas](https://www.fundraising.co.uk/bottomlineideas.com),
a Trustee, serial volunteer and champion of ideas that work for charity.

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