“Sign-up for weekly email alerts and newsletters” - it’s a pretty common statement found on many non-profit and corporate e-commerce Web sites. Some organizations or companies even go the step further and ask for the user the frequency that they would like to receive email communications. Granted, nobody will say ‘email me daily;’ but bi-weekly, monthly, quarterly options are the norm and you should be asking your constituents how often they want to be communicated with.

So, when I - as a user/member/donor - ask to be communicated with on a weekly basis, I should get an email once a week. I’m probably one of the few that keep a spreadsheet of the emails I receive, the frequency, and the calls-to-action to track email communication activity of the orgnizations I support and ‘keep an eye on.’ But if a person is loyal and ‘bonded’ to the organization, then the organization should keep their promise and communicate weekly.

Most email systems are able to segment users on this very basic level, and all organizations should create a calendar that addresses the frequency issue.

When you are thinking about what and when to communicate, let the user request guide what you say and when you say it:

• Weekly emails - these should be very high level and very short - just a quick update on any major activities, or announcements on upcoming campaigns or other related (future) calls-to-action. Because these are created more frequently the design can be a little lighter and less visually focused. This email should not scroll.
• Bi-Weekly emails - should include the same information as the weekly emails, but include images or more design elements and stronger calls-to-action. This email can scroll a bit, but nothing that would appear overwhelming.
• Monthly emails - can include more detailed information about the previous month’s activities, and should include reporting on member and donor responses to previous communications. By doing this, you may be able to convert a less frequent subscriber to a more frequent subscriber - and more loyal constituent. This is also a great time to announce the following month’s campaign or appeal.
• Quarterly emails - on a quarterly basis you should be communicating high level review of all activities, compared to your overall organizational goals for the year. Announce any major campaigns or other high level goals that may not be addressed on a monthly or weekly basis.
• Yearly emails - everyone should receive a yearly email that is longer and goes deeper into the results from the year. Also, plan the coming year and state the goals and what will be needed from members and donors. If you carefully state your goals, and then continue to communicate status, your overall responses should increase.

It may be slightly more time consuming to communicate or create an editorial calendar based on the frequency that the user requests - but the long term lift in responses will be drastic. Remember, each email doesn’t need to be a long-vetted document - but a quicker more personal communication that engages the recipient.

Filed under: Agency, Email Marketing, Non-Profits on Tuesday, October 30th, 2007 by Serengeti Communications |
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