Drive traffic to your website and increase donations with Bloomerang CRM's eye-catching email templates.
For the biggest impact, use the suggested layouts and word counts. Read advice about addressing the reader personally by using "you" and writing at the correct grade level. Consider these best practices.
Personalize these email outlines for outstanding results:
Newsletter A: One Main Success Story with 3 Teasers Below
Subject Line: Emphasize results or an interesting twist in the story
Full Article Headline: Refer back to the content of the subject line, but don't repeat the same words. It must be recognizable as the same topic, but take a slightly different approach to make it interesting. Headlines should make the value or relevance to the reader clear. What's most interesting or important?
Full Article: The success story, no more than 300-400 words.
First paragraph: Three sentences. Start off with one sentence that describes "then"—how things used to be. The next sentence describes "now"—what's changed for the better. The last sentence explains how supporters, "you," made this happen.
Second paragraph: Explain the original situation and the challenges that had to be overcome. Emphasize the negative outcome that was likely if things didn't change.
Third paragraph: Tell how your organization and your supporters got involved and what happened next. How were the challenges overcome?
Fourth paragraph: Reveal the positive changes and vision of this new reality. Reinforce how supporters made it happen. End with "thank you."
Fifth paragraph: Describe the next steps in a call to action. Encourage the person to donate to create more success stories like this one, or include a link to more about the program or subject of the story.
Teasers: Each teaser should be no more than 30-50 words. Include up to three teasers, using the following format.
Teaser Headline: Make the value or relevance to the reader clear. What's most interesting or important?
Teaser Copy with Link: In one to two sentences, give the reader a reason to click on your link to read the full story on your website or blog. Use "read more" or "get the full story" language in the link.
Newsletter B: Three Article Teaser
For each teaser article, place a square photo to the left of the article. Use a different photo for each article. Repeat the following teaser template three times to create a complete newsletter.
Teaser 1 Headline: Add a benefit-laden or timely headline that grabs the reader's attention.
Teaser 1 Copy: Give some substance in the first sentence. Pique the reader's curiosity in the second sentence. Tell them what they'll get if they click on the link in the third sentence. (up to 50 words)
Link: Use "read more," "get the details," or other relevant text for the link.
Appeal A: Urgent Donation to Stop or Change Something
Subject: Problem and desired reaction, such as "X Is Happening—You Can Stop It"
Message Body:
First paragraph: What's happening right now? Who's being hurt? Use one person's story to illustrate the problem. (25-50 words)
Second paragraph: State your call to action clearly in the first sentence, using the word "you," and link that text to your action landing page. For example, "Donate $25 right now and you can help stop this from happening." (25-50 words)
Third paragraph: Provide some additional details on why this change is so important. Describe what could happen without the change. Then describe what will happen if the change takes place. (50-100 words)
Fourth paragraph: State the call to action again, with a link and "you" in the wording. Provide additional details on how the funding will be used by the organization. (50-100 words)
Fifth paragraph: Explain how you will follow up with the campaign results. (50 words)
Sixth paragraph: Restate the call to action with a link, by itself. Add some thank you language. (25 words)
Images: Place a photo to the right of the first paragraph. The photo should relate to the change you are seeking or what you will use the money for. Under that graphic (or incorporated into it), include "Donate Now" text or a button that is linked to your donation page.
Appeal B: General Support Appeal, Tied to News Hook or Calendar
Subject: Tie your cause to a recent headline or upcoming holiday
Message Body:
First paragraph: Refer to a recent headline, upcoming holiday, or other timely hook. Relate what your organization does back to that hook. (50-100 words)
Second paragraph: State your call to action clearly in the first sentence, using the word "you," and link that text to your action landing page. For example, "When you donate $50 today, we'll send your Mom a hand-signed card explaining how you saved a whale in her honor for Mother's Day." (25-50 words)
Third paragraph: "Your generous gift will..." Talk about how your organization will use the donation. (50-100 words)
Fourth paragraph: Circle back to the original hook, supplying two or three additional reasons why your organization's work is so vital. (50-100 words)
Fifth paragraph: Explain how essential supporters are to the success of the organization, using "you." Offer a one- or two-sentence example of that success. (50 words)
Sixth paragraph: Restate the call to action with a link, by itself. Add some thank you language. (25 words)
Images: Place a photo to the right of the first paragraph. The photo should relate to your work and ideally to the news or calendar hook. Under that graphic (or incorporated into it), include "Donate Now" text or a button that is linked to your donation page.
Event Invitation
Subject: Emphasize a benefit of attending the event, such as what the person can learn there or what will happen there
Message Body:
First paragraph: Describe the number one reason why a supporter would want to come to this event, from their perspective. Describe the number two reason, again from their perspective. Some version of "to support your good cause" should not be the reason. (50 - 100 words)
Second paragraph: Provide logistical information, such as the event title, date, time, and location. (50 words)
Third paragraph: Type a bulleted list of the event's activities, emphasizing the fun or most beneficial aspects. (50-100 words)
Fourth paragraph: Include some testimonials from previous events, or name-drop (with permission) about who is attending this year. (50-100 words)
Fifth paragraph: Tell the person how to register and any registration incentives. (50 words)
Images: Place a photo to the right of the first paragraph. The photo should relate to the benefits of attending or be a great photo from a previous year. No boring crowd shots, please. Optionally, under the photo (or incorporated into it), include the "Register Now" text or button that is linked to the registration page.
Advocacy Alert
Subject: Emphasize the urgency of what's happening
Message Body:
First paragraph: What's happening right now? Who's doing what? What's the conflict? (50-100 words)
Second paragraph: What can the reader do about it? State your call to action clearly in the first sentence, using the word "you," and link that text to your action landing page. State the result that the action will produce in the second sentence. (25-50 words)
Third paragraph: Provide some additional details on why this action is so important, emphasizing why right now is the best time for action. (50-100 words)
Fourth paragraph: State the call to action again, with a link and "you" in the wording, and provide additional details on the impact that the action will have. Highlight any previous, similar results that readers might recall. (50-100 words)
Fifth paragraph: Explain how you will follow up so supporters know what happens next. (50 words)
Sixth paragraph: Restate call to action with link, by itself. (25 words)
Images: To the right of the first paragraph, place a photo of what you are trying to protect, save, or change. Under that graphic (or incorporated into it), include the call to action text or button, linked to the action's landing page.
Related
Using Segmentation to Boost Engagement in Email Campaigns in the Bloomerang blog