Your email list is one of the most valuable tools you have to connect with supporters, share your impact and inspire action. But are you using it to its full potential? Here’s how to transform your email strategy this year and make every send count:

1. Send More Emails

Consistency is everything. If you’re not staying in regular contact, your supporters might forget about you – or worse, think your emails are spam.

• Do: Send short, engaging updates. For example, “Meet Jane, a young person whose life changed thanks to your support” or “Here’s how your donations made a difference this month.”
• Don’t: Wait months between emails or only send requests for donations. Build trust by staying visible with valuable content.
• Example: A charity that increased email frequency from monthly to weekly saw a 35% increase in open rates and a surge in donations.

2. Write Like You Talk

Email is a personal medium, so make it feel like one-to-one communication.

• Use conversational language, avoid jargon or overly formal writing. For example, “You made this possible!” feels more authentic than “Thank you for your contribution.”
• Show personality in your emails. Use emojis sparingly to add warmth, like 💚 or 🙌.

3. Use the Right Platform

TheThe platform you choose matters. It impacts how you segment, test and automate your campaigns.

Examples:

• MailerLite – great for small teams, automation-friendly
• Mailchimp – good all-rounder with templates and analytics
• Dotdigital/Campaign Monitor – more advanced options for bigger lists
• HubSpot – for deeper integration if you’re using it as a CRM

Pro Tip: Pick one that lets you segment, automate and track performance clearly. If it doesn’t save you time or help you grow, it’s the wrong tool.

4. Simplify Your Design

Overly branded templates with complex layouts can hurt your engagement, especially on mobile. Keep your emails clean and easy to read.

• Stick to a single-column layout with plenty of white space.
• Use large, clickable buttons for CTAs instead of buried text links.
• Test your emails on mobile devices – 50% of emails are opened on mobile.

5. Create Focused Mailshots

Instead of packing one email with 5 updates, break it up. Mailshots are simple, single-topic emails with one clear action.

Examples of focused mailshots:

• “Book your place for next week’s fundraiser”
• “3 ways your support helped last month”
• “Volunteer spotlight: Meet Sandra”

Why it works: One CTA = better focus. You’re not asking them to read, click, donate, follow and register all at once. Keep it simple.

6. Set Up Automated Journeys

Automation won’t just save you time, it can do wonders for your engagement.

• Start with a Welcome Journey: A series of 3-5 emails that introduce new subscribers to your mission, impact, and ways to get involved.
• Other Automation Ideas:

Thank You Follow-Ups: After someone donates, signs up to volunteer or attends an event, send a short email thanking them.

Re-Engagement Series: Haven’t heard from someone in a while? Send them a friendly check-in. Example: “We’ve missed you – here’s what’s new and how you can still be part of the change.”

Birthday or Anniversary Emails: If you collect supporter birthdays or giving anniversaries, a short celebratory email with a message of appreciation can go a long way in building loyalty.

Event Reminder Sequences: Got an event coming up? Automate reminders with everything from save-the-date to last call. Bonus: Follow up with a thank-you and a post-event impact story.

Volunteer Onboarding: Welcome new volunteers with a mini-series that includes what to expect, quick tips and a story from another volunteer. It saves your team time and makes people feel valued from the start.

7. Use Data to Tailor Your Strategy

The more you know about your audience, the better you can communicate with them.

• Segment your email lists by donor type, volunteer status or engagement history.
• Use your email platform’s analytics to monitor open rates, click-through rates and the types of content your audience engages with most.
• Run split tests to optimise subject lines, send times and CTAs. For example, test “Donate to Support Families in Need” vs. “Be a Hero for Families” and see which performs better.

Let’s Chat

Are your emails getting the engagement and results you’re looking for? I specialise in helping charities create campaigns that resonate with supporters and inspire action.

What’s one thing you’d like to improve about your email strategy? Let me know and I’d be happy to help you make it happen.