The days of generating mass, one-size-fits-all emails are over and people have had enough of receiving emails that don’t address them directly. In today’s marketing world, personalization is key, and as a nonprofit manager, you’d want to send your audience relevant messages that speak to them personally. To this end, you’ll need to do some basic email segmentation.
What is email segmentation?
Email segmentation is about separating emails into smaller sub-lists in order to send a more targeted message to your audience. Each nonprofit has its own way of categorizing its contact lists—everything from profession, to geography, donation size, reason for giving, and so on. Regardless of how you break up your list, however, your primary objective for each is simple—to deliver more engaging emails.
The benefits of email segmentation
According to a survey, the main advantages of email segmentation include higher open rates, better deliverability, lower unsubscribe rates, and bigger revenue. If your nonprofit uses email in fundraising, you shouldn’t let these benefits should go ignored.
All too often, nonprofits send the same email to all fundraisers in their list. Don’t make the same mistake. Spend some time doing email segmentation and set yourself up for more success.