If you’re an online fundraiser, it sure better! Mobile phones and tablets now account for 41% of all email opens in the US, up from 27% a year ago, according to this study from eMarketer. Epsilon goes further, and says that for most of their clients, mobile now accounts for 60% or more of opens.

For online fundraisers, obviously this means that your online appeals must be designed with mobile in mind. Not only is there a high probability they will be read and acted upon directly via mobile, but additional evidence from Constant Contact suggests that many consumers use their mobile at moments of convenience to screen which emails they’ll save for later viewing on the ‘big screen’. And if they can’t get a ready sense on their mobile, if the message doesn’t render well, 75% of consumers are ‘highly likely’ to simply hit Delete.

So, just to get to first base with your email is a technical formatting challenge.

If you get by that hurdle, next is the content itself.

Here is the best list I’ve seen in a long time on email effectiveness — 37 Tips for Writing Emails that Get Opened, Read, and Clicked. Courtesy of Copyblogger.

To tease, a few of my favorites …

  • Write as if you’re emailing one person only.
  • Use numbers, ‘power words’ (sensory, emotional), and occasionally bizarre words — all of these get readers to stop and pay attention.
  • Ask questions — you want engagement, don’t you?
  • Break high school (writing, grammar) rules! Be short and strong, not pure.

Most of the tips include links that further illustrate the point or provide evidence. A keeper!

Tom

 

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This article was posted in: communications, copywriting, Don't Miss these Posts, email marketing, media usage, mobile advocacy, online fundraising.
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