Email’s not dead: your strategy just needs a pulse.
In the age of social feeds and messaging apps, email is still the unsung hero of digital engagement, especially for associations and nonprofits. Why? Because it’s direct, personal, and still delivers one of the highest ROI rates in marketing when done right.
But far too often, email becomes a chore: a monthly update no one reads, a one-size-fits-all blast, or a string of announcements with no clear narrative.
It is possible to fix that.
Signs Your Email Strategy Needs a Refresh
- Open rates consistently under 20%
- Unsubscribes after every send
- Vague Call to Actions (CTAs) like “learn more” with no compelling hook
- One message sent to every list, regardless of behavior or interest
How to Re-Engage Your List (Without Burning It Out)
Segment Smartly
Start with the basics: active vs. inactive users, members vs. prospects, recent vs. lapsed donors. Tailor the message based on their level of connection.
Think in Journeys, Not Blasts
Build short email sequences:
- A welcome series
- A post-event thank you + resource send
- A re-engagement flow with personalized asks
Make the CTA Clear and Worthwhile
Instead of “click here,” try “See the 3-minute recap video” or “Grab your early-bird spot.” Give readers a reason to care.
Design for Skimming
Use bold headers, bullets, and white space. Most people scan before they read.
Small tweaks lead to big lifts in engagement and trust.
