Here we are the day before Thanksgiving and on the cusp of the holiday season. I recommend businesses and nonprofits increase their communications during this time of year. Not thoughtless emails just because you are supposed to send something out. But, a well crafted message that is of tremendous value to your community. I wrote a blog post about how to discover what is valuable to your audience here. Once you have a good idea of what your community is asking you to speak with them about, that's what you focus on.
So getting back to the holiday season, in my last email, PART 1, I told you there are 3 strategies you need to be implementing in order to end the year strong with sales and revenue if you are a business, with donations and gifts if you are a nonprofit. The top 3 strategies are a referral strategy, email strategy, and event strategy. Then, I gave you my tips and actions steps to implement a strong referral strategy.
Today, for Part 2, I tell you about implementing a successful 4th quarter email strategy...
We all get so many emails in the day. You are likely deleting several or ignoring a majority of the emails in your inbox. When this is your reality it's hard to believe that email is still considered (based on statistics) the best way to communicate with your community.
A couple of things need to be in place to make this accurate for you.
First, your email list should be comprised of folks who have willingly subscribed to your list, not a list of people you have added because you collected their business card at a networking event. The open rate and click through rate on your communications are possibly a bit lower if this is what your list is made up of. This is not always the case, but most likely what is occurring. So, start making sure people have opted-in to your list and have asked to be communicated with.
Second, You should already be consistently communicating with your community, meaning you are sending at least a monthly e-blast. If you haven't been doing this, then dedicate this quarter to get communications established again. Rather than seeing a revenue increase this quarter, you will likely start to see results more towards the end of the 1st quarter in 2016.
If you have the above infrastructure in place, then go through the following action steps to see a significant ROI with your email marketing campaign.
Want us to help you implement this strategy?
Would you like more help in setting up this email campaign for your organization or business? Or, if you are a nonprofit and want to know how to apply these steps for your specific ask, please contact us at 505-216-6110 or email us at firstname.lastname@example.org and we would be happy to help make this happen for you.
In the meantime, please have a beautiful Thanksgiving holiday with your family and loved ones!
Here's to your illumination,