To ensure that your GivingTuesday subject lines get your emails opened, these eight criteria will win the day. Follow them closely.
The subject lines of your GivingTuesday emails are incredibly important. How important? Here’s what one expert fundraiser declares: “If your fundraising emails didn’t get opened there’s one big thing you can do to fix that: change your subject line. A bad subject line will tank your fundraising appeal. Even the greatest appeal can’t overcome a tepid subject line,” says Rachel Muir. Her exceptional post on this subject can be read here.
Email subject line checklist
Use this checklist to create the best GivingTuesday subject lines. Does your subject line meet these eight criteria?
- First impression: Your subject line is the first thing recipients see when they receive your email. It’s the initial impression of your message, and as the saying goes, “you never get a second chance to make a first impression.” A compelling subject line piques the recipient’s interest and encourages them to open the email, while a dull or unclear one may lead them to ignore or delete it.
- Open rate: The success of your email often hinges on the open rate. A well-crafted subject line can significantly increase the likelihood that your email gets opened. On the flip side, a poorly crafted subject line can lead to lower open rates and, consequently, reduced chances of achieving your fundraising goals.
- Relevance: A good subject line communicates the relevance of your email to the recipient. It should give them a clear idea of what to expect when they open the email. If your subject line doesn’t align with the content inside, it can lead to disappointment and frustration, potentially damaging your nonprofit’s credibility.
- Encouraging action: An effective subject line can motivate recipients to take action. Whether it’s making a donation, signing up for a monthly donation, or committing to volunteer, a compelling subject line can generate curiosity or excitement, prompting the recipient to engage with your email and follow through with the desired action.
- Differentiation: In a crowded inbox, your email competes for attention with numerous other messages. A well-crafted subject line helps your email stand out. It can differentiate your message from others and entice the recipient to prioritize opening and reading it over other emails.
- Compliance and trust: Including key information or incentives in the subject line, such as a challenge or matching gift, a deadline (for GivingTuesday that deadline is midnight on Nov. 28th), or important updates, can enhance trust and transparency. It can also help ensure compliance with email marketing regulations, as it provides clarity about the email’s purpose.
- Mobile optimization: With the increasing use of mobile devices for email consumption, concise and attention-grabbing subject lines are even more critical. Mobile screens have limited space, and your subject line needs to be concise and compelling enough to fit within the available space and capture the recipient’s attention quickly.
- A/B testing: Subject lines are often the primary variable in A/B testing for email campaigns. By experimenting with different subject lines, you can learn what types of messaging resonate best with your audience, leading to improved future communication.
Your subject line is a critical component of GivingTuesday and all fundraising emails because they impact open rates, engagement, and ultimately, the success of your emails. Crafting compelling subject lines requires a deep understanding of your audience, a focus on relevance, and a knack for creativity and persuasion.
All of us at Bloomerang wish that your GivingTuesday (Nov. 28) is the best it can be!
Bonus: If you share your fundraising email subject lines below, our author, Laurence Pagnoni, will comment on them.