Donors in trench coats?
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Second-hand enthusiasts and pro-thrifters, where ya at? ✋🏼 One of my sustainability goals this year is to buy no new clothes – vintage and second-hand only. New items can’t match the joy of finding a gem when scouring second-hand apps and local vintage racks. I’ve personalized my settings to get relevant recommendations from each app, so I was confused to open my email and see the subject line: New trench coats in your style I’m only 5’2” – I’m not trying to walk around like this… Confused, though intrigued, I opened the email to see these recommendations. The photos? Not even trench coats. Just regular coats. Nothing matched my set preferences. These “recommendations” weren’t relevant to my previous purchases. And I spent 3 seconds thinking, this isn’t for me. Then clicked the trash button. We’re not sending trench coat emails to your supporters, Reader. This is a prime example of why I recommend segmenting your email list. If you have ~1,000+ subscribers, you shouldn’t only be sending email blasts. You should be sending individualized, relevant emails to each subsect of your supporters. Your segments could be something like:
The frequency with which you send emails to each segment is going to be determined by your marketing goals. These emails should be in addition to any blasts or general newsletters. When you send an email that leaves the reader thinking, this is just for me, you’ve got communications that connect and act as a touchpoint in strengthening that relationship. Donations are amazing. But relationships have to come before you see dollar signs. We’re coming up on year-end, and your supporters are looking for connection now. This week, I challenge you to segment your email list if you have more than 1,000 subscribers (there’s nothing wrong with having fewer subscribers; I just find it more work for less return unless you’re segmenting for a specific event). Trust-building communication → Stronger relationships → More support + funds If segmenting and engaging each segment of your email list sounds like more than you can handle right now, schedule a call with me so we can see how I can support you!
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