Email marketing remains one of the most effective ways to connect with your audience and drive donations. However, with inboxes flooded daily, it's essential to follow best practices to ensure your emails stand out and achieve your desired outcomes. In this blog post, we'll explore some key email marketing best practices to help you maximize your efforts and achieve success. 

1. Build a High-Quality Email List 

Only send emails to individuals who have willingly subscribed to your list. Avoid purchasing or using third-party lists, as this can result in low engagement and spam complaints. 

Divide your email list into smaller segments based on demographics, behavior and/or preferences. This allows you to send targeted and relevant content to each group. 

2. Craft Compelling Subject Lines 

Keep subject lines short and sweet. They should be concise and provide a clear idea of the email's content. And we’ll give you bonus points if you include the recipient’s name or other personalized information (when appropriate). Lastly, avoid being too “salesy” — keep your subject lines both honest and engaging.  

3. Make Them Work on Mobile 

Ensure that your emails are mobile-friendly — people read emails everywhere these days. Also, make sure your CTAs are easy to tap on mobile screens. 

4. Provide Valuable Content 

Tailor your email content to your audience’s interests and needs. Personalization (using names) and segmentation (creating separate lists for different demographics) will help with this.  

Also, share valuable information, tips and insights with your audience. Give them something that they will find interesting, positioning your organization as a helpful resource.
5. Focus on Deliverability  

Maintain a positive sender reputation by sending relevant, non-spammy content and promptly handling unsubscribe requests.   

6. A/B Testing 

Run A/B tests on various parts of your emails such as subject lines, email content, CTAs and send times to identify what resonates best with your audience. Record and use that information in future campaigns.

7. Monitor and Analyze Performance 

Regularly track email open rates, click-through rates, conversion rates and unsubscribe rates to gauge the success of your campaigns. 

8. Nurture Relationships through Drip Campaigns 

Implement automated drip campaigns that nurture leads and build relationships over time. This makes connecting with a new potential donor while they are engaged with your ministry incredibly simple.

And there you have it: our best practices you can (and should) use for your upcoming email campaigns. Remember, email marketing is not just about sending messages to recipients. It’s about connecting with your subscribers by providing them value and meeting their needs. Happy emailing!

Need further help with your next email campaign, we’re here to help!  



Ryan Johnston
Ryan Johnston Director, Digital Strategy

Ryan's background in production and design allows her to turn strategic ideas into compelling creative storytelling pieces.