You know the value of connecting with your audience, and that principle applies in the email subject lines for your nonprofit the same as it does elsewhere in your organization. FREE WEBINAR! To do this, create two different subject lines for the same email and send them to two equal samples of your email list. If possible, do some A/B split testing to understand which subject lines and emails generate the highest open and click rates. © 2007-2020, Nonprofit Marketing Guide. Holiday Email Subject Lines For Better Open Rates There are many challenges associated with reaching key stakeholders, particularly during the holiday season. Some go as high as 60 characters, including spaces. Remember, your fundraising email subject line is an important element in improving your open rates, so it’s important that you get it right. Note how that call to action was wisely not in the subject line. Somehow, that didn't make it into "The People's Choice: Best Subject Lines of 2015," a study by digital-marketing agency Informz—but there is a ton of killer info on the most effective and engaging subject lines nonprofits and associations used last year. Then try using the recipient’s name elsewhere in the email too. In other words, don't put "Go Green Association Newsletter, … Simply saying “We need your help now” or “Donate now” isn’t enough to draw an emotional connection between their donation and your hard work. Set a deadline to reach a specific goal. Will you help “beneficiary’s name”? At the end of the set testing time, gather all the data, analyze it, and interpret it. For better subject lines, try using a question to pique the reader’s curiosity. In other words, don't put "Go Green Association Newsletter, Volume 5, Issue 7" in your subject line. References. So please, for the love of all things holy, please do NOT use the word “newsletter” in the subject line of your newsletter! Don’t you glare miss this deal! If not, try to include at least one somewhere in the text. It's the old "what's in it for me?" The Humane Society of the United States uses this tactic often, as they did with a December 2, 2008 email subject line: "Will Obama create an animal-friendly administration?" Describe the Candy, Not the Wrapper. More than 42% of us check out the sender name before opening an email. You’re offering not just a newsletter, but a well-defined goldmine of relevant content your subscriber needs to access. How to Be More CALM and Less BUSY Right Now, The Nonprofit Communications Trends Report, The First 100 Days of Your New Nonprofit Marketing Job, Storybanking and Photobanking: How to Organize Stories and Images at Your Nonprofit, Free Monthly Writing Prompts E-Newsletter, The Nonprofit Communications Strategic Card Deck, The 2021 Nonprofit Communications Trends Report (FREE), CALM not BUSY: How to Manage Your Nonprofit's Communications for Great Results (Paperback or Kindle), Content Marketing for Nonprofits (Paperback or Kindle), The First 100 Days of Your New Nonprofit Marketing Job (Free), Storybanking and Photobanking: How to Organize Stories and Images at Your Nonprofit (Free), The Nonprofit Marketing Guide (Paperback or Kindle), 25 Metaphors Nonprofits Can Use To Get Their Messages Across (Free), Jan 21: Nonprofit Communications Planning for 2021 Master Class, Feb 4: Writing a Fabulous Case for Support, FREE ON DEMAND! Within this post, I’ve got 101 PROVEN, swipeable email subject lines that are yours for the taking. Best Practices in Writing Email Subject Lines – MailChimp. Make your question relevant and thought-provoking to ensure your reader is intrigued. 8 Nonprofit Email Subject Line Lessons LESSON 1: Begin your email with a single declarative word or instructional phrase, followed by a colon. The following subject lines will force your potential donors to consider the answer to your question, thus increasing your open rates. It’s always amazing to feel like you’re a part of something bigger than yourself. Here is another wrapper: "Agency Schedules Series of Parenting Workshops." A subject line of “May Newsletter” or “Issue 357” just won’t cut it – it’s vague and boring. How do I know if I’m writing a good subject line? All Rights Reserved. Which subject line performed best? That's okay--we have 6 strategies for you! How can you relate your work back to big brand names? “First name,” I have a question. I analyzed 320 email messages sent to me from 55 nonprofit organizations between December 1st … Before sending off your great fundraising email, one important step you should never forget is to split test (also called A/B testing) your subject line. 5. Using a question for your nonprofit email subject line gets your readers thinking and compels them to open the email to learn more. Spending plenty of time and careful consideration on your nonprofit email subject lines can make all the difference and help you stand out from the other nonprofits flooding everyone’s inboxes this holiday season. As we all know, first impressions matter and your email newsletter subject lines decide whether or not someone even opens your email. One of the biggest differences is that it also helps you optimize for length, an important aspect in email subject lines. 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