23 Best Practice Tips for Successful Email Fundraising #9-11

9.    Include a Web Preview link.
Some people’s inboxes may default to NOT display graphics in their email client. To address this issue, always include a hyperlinked line at the top that says something like: “Can’t see the graphics? Preview online.”  link this line to a published version of your email fund raising letter online.

10.   Your emails must link to well-crafted landing pages.
It is important to have your emails connect to landing pages that are well-crafted, namely:  1) they offer more information about your cause; 2) they have a carefully engineered checkout process. By providing more in depth information about your organization’s needs on the landing  pages, your readers will get answers to issues un-addressed in your email copy.  By designing checkout pages that contain minimal friction and mitigate against anxiety and tension about doing business online, you’ll reduce abandonment and increase giving.  For more details about reducing friction (time it takes to complete the process) and anxiety (concerns about providing sensitive information) search our blog for posts on the subject of Best Practices for Landing Page Optimization.

11.  Eliminate landing page navigation in your online fund raising.
The only navigation you want on your landing page are links to (1) your checkout page and (2) possibly, if you are offering a premium, a page that tells more about the premium. This keeps visitors focused on your email fundraising offer rather than allowing them to get sidetracked while browsing your site. If your higherups insist, you can provide back door methods to your home page by hyperlinking your header of footer graphics, for example. Make it covert though, not overt, or your online fund raising will suffer.

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