Are your email subscribers quick to delete your emails or are your open rates sluggish? Your online subscribers might be suffering from email fatigue. The best way to help them is to make your email user friendly, according to Lee E. Miller, managing director at NegotiationPlus.com, based in Morristown, N.J.
Miller explained how to help your readers battle their email exhaustion at the recent Fundraising Day in New York conference held by the Association of Fundraising Professionals Greater New York Chapter:
- Read what you write thoroughly.
- Assume that your readers will not read it as thoroughly. Distinguish key points with bold words or underline text.
- Say what you want in the subject line.
- Put the most important information up top. Your readers might not make it to the bottom.
- Highlight your call to action and give a deadline.
- Keep it to one screen. You might lose readers if they have to scroll.
- Use visuals. Pictures and graphs can stimulate your readers to go on.
- Pay attention to choice of words and tone.
- Stay away from attachments – people usually will not open them.
courtesy The NonProfit Times