6 Tips to Make Your Email Newsletter Ah-mazing

​Remember when paper maps and Thomas Guides were the talk of the town? Throughout the last decade, the advent of GPS has all but killed the humble printed map. In fact, technological advances have executed countless products and services that, a mere 10 years ago, seemed to be the best thing since sliced bread.

​However, there is one classic that has withstood the test of time. Even with all the new technology, email newsletters are still considered one of the best ways to grow and maintain relationships. According to Nielsen Norman Group, email newsletters remain the Internet’s best tool for supplementing a website. 

​Maybe you already have a newsletter and are looking for ways to spruce it up to reach out to members who seem to be disengaged. Or, it’s your first time to create one and you’re thinking of where to start. Whether you’re a veteran or newbie, these tips will help raise the awesome bar in sending out regular communication to your members.

1. Know your audience

The first step is to really understand the recipients of your newsletter and what information they want to receive (not just what you want to send out). Kind of a no-brainer, right? But many group leaders assume they already know what their members want. The best thing to do would be to ask. It takes a couple seconds to send out a poll during your next meeting, or just pop the question in person the next time you’re having a conversation with one of your members. 

2. Go easy on the eyes

​You don’t need to be a graphic designer to find a compelling way of presenting content. We have a ton of templates (because who wants to start from scratch?) to help get you started. What’s important is that your message is easily digestible. Keep in mind members will view your newsletter on desktop and mobile devices, so breaking up text with lists, bullet points and pictures are a must. 

3. Include impact stories or member highlights

​For any group or organization, communicating how its success and efforts have made an impact encourages readers to work toward the group’s goals. Highlighting a member of the week or month for their contribution to the community or the organization promotes a sense of camaraderie as well shows appreciation for member’s efforts. Don’t be stingy with your praise – there’s always enough to go around. We agree with the late American philosopher John Dewey, who said, “…I am hearty in my approbation and lavish in my praise.” Nothing will resonate with your members more than when you emphasize an individual’s positive influence on your group and mission. 

4. Give fundraising updates and milestones

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​Email results in one-third of online fundraising revenue and the highest return on investment of any marketing channel. Your newsletter should leverage that! As a fundraising campaign nears its end, convey a sense of urgency to your members to make their final asks, based on how close the organization is to achieving its next fundraising level. For example: “We’re SOOOO close to reaching our goal, and we have one week left….”
 
St. Jude   Research Hospital sends an email with effective imagery and expresses the impact (housing and meals for 3,210 families!) of a donor’s generosity.

5. Include membership updates

​Use email newsletters to update your members on new rules, fee changes, updated responsibilities, and any additional information that your members should be aware of. Email newsletters provide the perfect opportunity for reaching your members with time-sensitive and relevant data that will directly affect their role within the organization.

6. Event updates and recaps

Your events are nothing without the support of your members. If your group has a big occasion in the works (whether internally or something that is community-involved), you could possibly dedicate an entire newsletter to featuring that event. ​

​​Be sure to include pictures and/or memorable moments if the event is something that recurs annually.

​The focus of your email newsletters should be to provide quality content and compelling imagery that will help sustain and grow your relationships with your members. Because inboxes get crowded with emails competing for your reader’s attention, newsletters should include content that’s worth their time. Your organization can only go so far without engaging your members, and a successful email newsletter campaign should get your members excited about what’s to come, eager to participate, and interested in receiving updates on how they can stay involved in the organization.
 
Fortunately, you have all the tools (including templates!) at your fingertips to create an email newsletter on memberplanet today.

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Updated since original publication on 06/02/17.

About Rachael Beck

Rachael is our go-to gal for all things Greek life, philanthropic initiatives, and fundraising campaigns. Her favorite part of the job is expanding organizations’ online reach as well as the connections she makes along the way. On weekends, she loves a Malibu getaway or hitting the gym.