How to Keep Your Email Healthy
As you increase your point-of-contact development with your best supporters, robust and comprehensive email marketing should be a high priority. Newsletters, campaign organization, and fundraising are all communications effectively implemented over email—and for good reason. 90.3% of internet users in the U.S. use email, making it the most effective way to reach a high volume of people for the price.
But how is your email health?
… And we aren’t asking if your mass emails have good cholesterol! Your email health refers to key performance indicators such as open and clickthrough rates, overall engagement, and whether your contacts are active users or bounced addresses. Having a healthy email list will allow your campaign to make the most of its reach—and your digital marketing budget.
Measuring Your Campaign Email List Health
A healthy campaign email list has great deliverability, high open rates, and high click-through rates. These three KPIs tell you where your emails are succeeding—and where they aren’t.
A major factor in considering a solid campaign email list is email deliverability. Email deliverability is, put simply, the number of emails that reach your recipients' inboxes. Email deliverability can be hampered by red flags that cause your emails to be marked as spam, such as a free domain site or subject lines that set off filters, as well as unusual IP addresses and poor quality ISP service. Using a comprehensive campaign support service such as NationBuilder gives you the filters and tools you need to implement a “sundown” policy—a tool that allows you to eliminate emails from your contact list after a given period of inactivity.
Another key point to keep an eye on is engagement. Typically measured by open and click-through, these factors monitor how actively your supports engage with your emails. The open rate indicates how many individuals are reading your mass emails. This KPI can be used to optimize your subject lines and preview texts, taking note of what has worked and has not worked in other cases.
Click-through, as it sounds, indicates how many readers “click through” to your linked content after reading your email. This is one of the most important stats in your toolbox, as a low click-through rate indicates low engagement and potentially low interest in donations. Analyze the copy in emails that have performed well and compare it with emails that have performed poorly. Do newsletters do better, or do direct requests? What “call to action” message inspires your readers, and which ones fall flat?
Utilizing a tool like NationBuilder to maintain and monitor these KPIs can make a world of difference in your election marketing.
How To Target Campaign Emails
Generalized emails—or worse yet, bombarding your target audience with an overflow of emails in an attempt to cast a wide net—are not only ineffective, but often frustrate followers and drive them to engage less over time.
In this case, using a campaign tool like NationBuilder to segment your list and deliver a more personalized, targeted approach to your potential voters provides substantial added value to your mailings. You can use NationBuilder to create mailing lists based on when or if someone has recently donated, localities and counties, as well as other influencing demographic factors to target and tailor messages that resonate with different journeys.
Using this method, you can also directly attempt to re-engage formerly lost targets. Surprisingly, reducing email frequency for lost targets can actually increase engagement. Less frequent, but more thoughtful emails often succeed at correcting formerly dormant patterns by standing out in a sea of other messaging.
Building A Quality Campaign Email List
Building a quality campaign email list is difficult, but remember—quality always trumps quantity. Many mass email platforms such as MailChimp and Hubspot drastically increase prices depending upon how many contacts you have logged. With this metric in mind, it is vital to your campaign email health that you ensure quality contacts. 40,000 contacts are useless if only 10% of those contacts are opening emails.
Utilize your KPIs to decide which emails work, and for whom, to make the most of your contact list.
Sunset policies, with a targeted re-engagement campaign positioned to take effect before the automatic unsubscribing takes place, will keep lists tight. Moreover, front-end consideration when building your list is also vital. Ensure that anyone signing on for your email list has your consent to be emailed. Not only is adding individuals to mailing lists without explicit consent illegal, it results in poor enagegement. It’s better to reach a more limited, but engaged, audience via email marketing than a wide one with poor delivery, open, and clickthrough metrics.
At the end of the day, having a quality partner in managing your campaign and contacts, such as NatonBuilder, takes the guesswork out of this vital marketing process.
Reach out to NationBuilder today to build your next best email campaign.