What makes a great Email design how do you look in the non-profit sector? Is it form or function? Style or substance?
A well-designed email can make all the difference between whether your readers click through your email and donate or don’t even bother to open it.
Today we’re going to talk about components that make a great email in 2021, such as: B. a crisp headline, uncomplicated copy and simple template design.
Get your readers’ attention
Any nonprofit that wants to raise funds needs a watertight email strategy. It’s a great way to show readers the impact of their donations and how you are using their money wisely.
The first step that you need to do is get them to notice you.
A well-designed email with great text will jump out of the reader’s inbox. It’s hard to resist and requires attention. How do you achieve this effect? Let’s start at the beginning.
Nail the subject line
Curiosity might have killed the cat, but it’s an excellent tactic for Write subject lines. If you can take advantage of curiosity, you can get your reader to open your email.
A great subject line:
- Highlights the benefits of opening the email
- Is concise enough to get the message across without giving too much away
- Is personalized to the reader
Spend time typing different subject lines until you find the perfect fit. You only have one chance to interest your reader with the subject line, so make it count.
Keep it simple
Too many people make the mistake of designing overly complicated emails. While they can look good, it’s not always the best format for email newsletters.
Easy, mobile-friendly templates one to three columns are effective because they let your reader focus on the most important parts of your email.
This email from UNICEF is a great example for several reasons:
- It uses the inverted pyramid design to guide readers through the email
- It uses powerful imagery to arouse readers’ emotions
- It has a simple message and a clear call to action
Clear, attractive copy
If you study the structure of an email that converts well, you will find that there is something special about it. Why do such emails draw readers’ attention?
It’s easy: Concise, concise copy.
Most people don’t read the email copy in full –skim them. This can be used to work in your favor. Simply design your email so that it contains blocks of text with eye-catching text.
Once you find the first sentence captivating, keep reading until you get to the most important part – that Call to action. In the non-profit sector, this is usually a request for a donation.
This email from the Wildfowl and Wetlands Trust gets several things right: It emphasizes its core message: Donations. The donation-specific links and buttons are highlighted in orange to attract attention.
The Wildfowl and Wetlands Trust also uses specific phrases such as “Now is a crucial moment” and “Wetland animals need your help like never before” to create a sense of urgency.
It’s worth taking a moment to talk about the impact COVID-19 is having on nonprofits and email marketing. COVID-19 has put pressure on many charities. Vulnerable people are even worse off and this is something you can honestly discuss with your readers.
Have open rates, click rates, and email subscriptions soared During the pandemic, there is a need to think about how to get the most out of your email list with design and content curation.
After all, how you arrange the elements in your email is crucial.
Use the Inverse pyramid principle to draw your readers’ attention to the parts of your email that contain the most important information.
That means you start with a flashy headline, then have a few sentences of supportive information, and top it off with a clear CTA at the end of the pyramid (i.e. click here).
Now you know how to design an email that gets noticed and promotes donations. You learned the importance of keeping eyeballs on screen, simple templates to get the reader’s attention, and the power of clear text.
When you’re ready to take your email strategy to the next level, Campaign Monitor is here to help.
But before you get started and launch your nonprofit email campaign, be sure to check out our ultimate guide to Email Campaign Design.