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Email isn't the only way for nonprofits to reach their communities, but it may be the most important one. Across every sector of the economy, emails drive three out of every ten dollars in revenue, the highest return on investment (ROI) of any marketing channel. The pandemic only increased the importance of email. Yet one important benchmarking study showed that 70% of nonprofits don't have an outlined email strategy.

A good email strategy should include:

  • Goals to determine when to send emails and what you hope to accomplish.

  • A system for managing email contacts.

  • Tailoring your messaging to your audience, including an understanding of the generational differences in email use.

  • A way to measure the impact of your emails.

Finally, content is king. The average person receives 120 emails a day. The words...the visuals...the overall look of your emails will decide whether someone wants to open them.  

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