How Email Puts the Punch In Your Content Marketing

Imagine I told you about a little tool that, all by itself, could increase engagementdonation rates and donation revenue?

As you’ve guessed already, this wee tool with a big punch is called “email.”

Sound too good to be true?

Then put a pillow on your forehead, ’cause it’s about to get slapped.

Join the spam train?

In the day-to-day grind of creating your website and producing your fundraising letters, it’s easy to think of email as the stuff of scamsters.

Writers love to announce the death of email, but the marketing evidence doesn’t lie: email is the best-converting marketing platform compared to traditional media advertising.

Below are more ways email will drive your nonprofit content marketing.

You get permission to market

Just like a tattoo artist, it’s best to get permission to before you go splattering people with your ink.

Whether you create blog posts, an email newsletter or other valuable website content, the best way to publish it all is through email to people who have decided to receive your content.

Market research has shown that email, by a landslide, is a preferred permission-based communication channel.

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Why do you need permission to market to someone?

First, like your mom always told you, asking is just the nice thing to do.

The nicer you are, the more someone will like you, and the more someone likes you, the more likely they’ll support you.

Second, permission from someone is a big signal that they’re interested in what you have to say.

And interest is definitely a big factor in getting people to contribute to your cause.

Seduce your date in private, not on the dance floor

Social media is to email what Kim Kardashian is to Meryl Streep.

One is a bastion of substance, while the other creates drama simply for being famous.

Unlike Kim Kardashian, social media is a necessary evil. It’s just that making social media the sun of your marketing system isn’t a great strategy.

This is because we don’t go on social media to be sold to. We go to see pictures from our best friend’s latest vacation. To see juicy gossip or even get the news.

Nothing beats having an intimate channel where it’s just you and your potential donor.

No more stamp tongue

Hands down, email is just cost effective. No paper, no envelopes, no shipping costs.

If you hire out your writing, shorter emails can be less expensive than long letters.

Graphic design for a print campaign can be heavier than for a basic email template.

Emails can be whipped up in a very short time, saving you tons of stress–and saliva.

The great follower

Of course, you’ll most likely have to snail-mail it away at one point. Your matures and baby boomers still love correspondence by letter.

(And a good letter can actually stand out, given all the focus on the Web.)

But email is fantastic for fast and flexible follow-ups and reminders that may seem annoying by mail.

Put your stalker binoculars away

Email is also lovely because you can track everything: opens, clicks and click throughs.

With mail, you only know who responded to the letter, not the people who were interested enough to at least open the envelope.

You can only get the same information with snail mail if you stalk everyone on your mailing list.

We can all agree: not the best marketing tactic in the world. :)

Email is your content marketing friend

Direct mail fundraising isn’t dead yet, to be sure, but neither is email.

But nothing beats email for engagement with your audience, be they donors, volunteers or clients.

Email isn’t scammy, and the majority of people want marketing messages through this medium.

So when you start out with your content marketing plan, remember that email will be your go-to distribution channel that will pack a big punch when it comes to engaging your supporters and driving donations.


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