Fundraising Writing Blog
Fundraising Writing Blog
A free guide and template will help you craft an email welcome series. Set the sequence on autopilot and start nurturing the budding relationship!
What happens after someone subscribes to your email list? Does she simply get tossed into the general email list? Or do you have a special way of welcoming her into your nonprofit's family?
An email nurture sequence is an automated series of emails someone receives after taking a specific action on a website. Typically, the action is filling out an online form to subscribe to a newsletter.
The purpose of the sequence is to welcome, build trust, and encourage the
subscriber to take the natural next steps with your nonprofit. This is the getting-to-
know-you phase of the relationship.
The problem is you don't have enough hours in the day to personally tell new subscribers what they need to know.
That's where an email nurture sequence comes in handy. You write the email sequence, set it on autopilot, then let your words systematically start nurturing the budding relationship!
Ideally, the email nurture sequence should end with the new subscriber making a small, first donation.
I have a free guide and template (PDF) to help you craft an email nurture sequence... and then set it on autopilot. The freebie is yours at the end of this blog post.
Think of a nurture sequence like a first date.
The new subscriber thinks she might possibly -- sort of, maybe, perhaps -- like you. But she is not sure. She took the first step in the relationship by opting-in to your email list. Now, you need to woo her.
On a first date, you would never think of asking your date to marry you. That action would be out of order (and creepy!). No, the marriage proposal comes much later.
During the date, though, you might tell a story from your childhood or describe what you do in your job. You know... get to know each other... see if you share the same values.
The same is true with an email nurture sequence. Asking a new subscriber to donate — or do anything significant right away — is like asking her to marry you on the first date. That's why each email in the sequence serves to nurture the relationship between the new subscriber and you... one step at a time.
How many emails should be in the sequence and what's the frequency?
Write between 3 to 7 emails in the sequence. The total number of emails depends on how much information you need to convey. Think about how much content it will take to introduce someone to your organization.
Either schedule one email to send every day or space them to send every other day. If you space them out more than that, you run the risk of losing momentum. The subscriber's interest may wane.
Afraid of unsubscribers?
Are you concerned that a new subscriber will not enjoy receiving a series of emails? Don't be. She gave you her email address to learn more. Now's the time to deliver. She's expecting to hear from you.
Let's face it: Unsubscribers are a fact of life in email marketing. Happily let people go who are not interested in your cause. Like a bad date, be glad to free yourself from people who don't share your values.
Automate your email sequence.
You can set up automation through you email marketing provider. Once someone fills out the opt-in form, the system is triggered to begin the sequence.
The first and most important email in the series...
The welcome email is the first correspondence in the nurture sequence. The welcome email is the most important email in your nurture sequence. It sets the stage for all future emails and has the greatest open rate.
How do you write an email nurture sequence?
Fear not, dear fundraisers! I'll take you by the hand and show you what goes into a successful email nurture sequence for your nonprofit.
Here's what's next:
The 10-Step Welcome Email Template
The first email in the nurture sequence
View a Sample Welcome Email
How to Format the Subsequent Emails in the Nurture Sequence
Your first email in the series, the welcome email, is complete! Now, the rest of the emails in your nurture sequence must deliver on the promises you made in your welcome email.
In your welcome email, you prepared the new subscriber for what to expect in the sequence. In the sample email above, I included five bullet points that tease the forthcoming content. Each bullet point represents one email.
Each email in the sequence should focus on a single idea.
It's like you take the new subscriber by the hand and give her a tour of your nonprofit... introducing her to your organization one big idea at a time.
Each email should gently lead her to taking one small action.
Here's a simple formula for each email in your sequence that follows the welcome email:
For each subsequent email in the nurture sequence:
FREEBIE! EMAIL NURTURE SEQUENCE GUIDE & TEMPLATE
My free guide and template will help you craft an email welcome series. Set the sequence on autopilot and start nurturing the budding relationship!