Capturing Attention in the Year-End Rush
Here’s my hot take – your year-end campaigns are only as effective as the envelope or subject line that gets them opened.
You’ve spent time developing strategy and writing compelling content, but if people don’t open your emails or letters, none of that effort matters. Even the most perfect ask won’t make an impact if it’s stuck in an unopened email or tossed in the trash.
So, what are you doing to boost open rates on your year-end appeals?
Here are a few tips to try:
For emails, carefully craft your subject lines. Next After has amazing resources on how to do this, including 5 mental levers to consider:
Mystery: Create curiosity. Entice the reader with enough to be interested, while still wanting to learn more. They’ll be tempted to open the email to get their questions answered.
Utility: Share the value of your email’s contents. If the reader opens it, what’s in it for them? Hint: an ask for money isn’t usually very valuable.
Recency: Use time indicator words, like tonight, today, or tomorrow, so the reader feels compelled to open it in a timely manner.
Personalization: Use the reader’s name or the word “you” when appropriate so it sounds like your email was written just for them.
Authenticity: Talk like a human. Write your email subject line as if you were speaking it aloud to another person. People give to people, not marketing machines.
For direct mail, design an engaging outer envelope. Keep these ideas in mind:
Don’t forget the teaser copy. A powerful, intriguing message on the outside of the envelope can compel the recipient to open it. You can consider the tips for email open rates as you write, but keep it short and sweet.
Test different envelopes and paper stocks. Non-traditional envelopes, such as colored, oversized, or textured ones, stand out in the year-end rush. An unusual size or a compelling color can attract attention and increase the likelihood that the recipient will open it.
Provide value. Focus on what the audience gains by engaging with your mail. Consider engagement devices, like educational pieces, advocacy asks, or small gifts. Use the teaser copy to let the reader know something special is inside.
Use high-quality visuals: An appealing envelope with a powerful image or graphic related to your cause can stand out in a pile of mail.
Whatever you do, test and measure! Whenever possible, divide your recipients into randomly assigned groups and send one group a standard version (the control) and the other an experimental version. This allows you to test changes like a new envelope design, subject line, or teaser copy. Compare the results from both groups to see if the changes made a significant difference in performance. If the experimental version performs better, you’ll have valuable insights to apply in future campaigns to keep improving your results!
The success of your year-end campaigns hinges on capturing attention from the very start. With the right attention-grabbing techniques, you’ll ensure your message reaches and resonates with your donors.
