Marketing Emails You Look Forward To Opening

Jocelyn Wright

July 2019 in Blackbaud Luminate Online® Blog

A few months ago, I succumbed to the hype and bought a fitness tracker. (It’s a ring, and I love it so much more than the wrist-based trackers, but that’s another story…) Shortly after I synced the tracker with my phone, I got an email from the company thanking me for purchasing the product and giving me a quick tip on how to get started. Over the next few weeks, I received a few more emails from the company explaining the tracker’s features and how to use them.

This got me thinking about the last donation I made to a nonprofit. They sent me a thank you email, but, other than that, there was very little follow-up. How different would my donor experience have been if that nonprofit had also sent me a series of emails explaining their work, why it was important, and how my donation was making an impact? How much more engaged would I have been as a donor? Would I have been inspired to make another donation?

A welcome series—like the series of emails the fitness tracker company sent—is a great way to make your organization stand out. Like the name suggests, a welcome series is meant to welcome a person who is new to your organization, providing them with content that will hopefully keep your brand top of mind. When done well, a good welcome series can be highly effective. Case in point: I still use my fitness tracker daily and rave about it to all my friends. But that nonprofit? I have yet to send them another donation.

Do you want to send marketing emails that new supporters look forward to opening? Our Organizational Best Practices workshop, OBP: Marketing—Welcome Series, will teach you how many emails to send, how frequently to send them, and what type of content to include in each message. Then, apply the strategies you learned to Luminate Online with LO: Generating an Effective Welcome Series.

What does your organization do to welcome new supporters? Let us know in the comments below!

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Comments

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  Lori McDermott

  

  August 2019

  A welcome series is a great way to steward and engage donors! They can be very time consuming, even when automated, but very beneficial! 

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