Archives for December 2008

Email Landing Pages That Convert Visitors to Assets for Non Profits

In a previous blog, I emphasized the importance of non profits designing fundraising emails that link to dedicated landing pages on your website. Here are 5 tips for designing and writing landing pages that convert visitors to assets to your charity.

  1. Eliminate site navigation. The only navigation you want on your landing page are links to (1) your action page and (2) possibly, if you are offering a premium, a page that tells more about the premium. This keeps visitors focused on your offer rather than allowing them to get sidetracked while browsing your site.
  2. Design a header that matches your email header. Don’t use the same design as your main site unless that is the design you used in the email header. While organizational branding is important, you can design website landing pages with compatible yet different headers.
  3. Write an action oriented headline. The headline should lead people toward the action you want them to take but still speak directly to what’s in it for them. The headline also needs to be similar to or even the same as the headline and/or subject line in the email. This avoids confusion about whether or not people clicked to the right web page.
  4. Use fonts that are proven as easy to read. Headlines should be in at least 12 point Times New Roman or Arial font. They should not be all caps (capitalize only the first letter in all words of the headline except articles). Body text should be at least 12 point Arial.
  5. Lead visitors to the action you want them to take. Explain the offer, but don’t over explain. Explain the benefit to the visitor. Include the Who, What, Why, How and Where. Use at least 500 words that are written to “you.” One of the most common mistakes I see is organizations writing to themselves rather than the people they’re trying to sell. Have at least 3 places where people can click to the donate page, and make these links benefit and action oriented (e.g., Click Here to Help Save Lives).

In another blog, I’ll explain specifics writing techniques for non profit e-appeals and landing pages.

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Non Profit Email Design That Works

Here are 5 tips for writing and designing fundraising emails for maximum results for non profit organizations.

No matter how altruistic and selfless they are, the reader wants to know what’s in it for them. People give to your non profit because they want to make a difference, and you need to specifically tell them – in words that address them directly – the difference they’re making. You also need to succinctly assure them that you will use their funds appropriately and efficiently.

  1. Use action words to get response. In your buttons, use words like “click here,” “learn more,” “get more,” etc. Be careful, though, because “click here” and “go here” in links (rather than graphics) will get your email flagged as spam. All of these links should go to a dedicated landing page that doesn’t include links to the rest of the website – you lose people when you let them browse too much.
  2. Headlines are extremely important. Since you have a limited amount of time to capture your reader’s attention and move them to action, you don’t want to waste time making things hard on their eyes. Only the first letter in each word should be capitalized (not all caps), and Times New Roman and Arial fonts are the easiest to read.
  3. Design attractive email headers and footers that are web optimized. These are much more professional looking than plain text emails. But if the file size of your graphics are too large, the emails will load too slowly, and you’ll lose people.
  4. Be sure to include a web version for people to view if they can’t see the graphics in the email. Put a link at the top that says: Can’t see the graphics? Preview Online. Put the entire email on a web page.

Put these basic tips into use, and you’ll see improved click through to your landing pages. In another blog, I’ll provide tips for landing page response.

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