Day 28: Make Sure Your Emails Are Landing In Inboxes
I apologize, I really should have shared this tip on Day 1…not Day 28.
But, better late than never!
Recently, I was with a nonprofit founder who asked me, “Are you even getting our emails?”
I didn't recall unsubscribing, but I also couldn't remember the last time I saw an email from them.
It made me wonder: Did something get disconnected?
Believe it or not—this happens. This means that the emails you send won't land in inboxes the way you expect them to. 🫠
I like to run a check once a quarter just to make sure nothing needs fixing.
Here's how you do it:
🛠️ How to make sure your emails are being delivered
Step 1: Scrub your email list.
I know it can feel like you've worked SO hard to grow your email list and the idea of scrubbing people away feels impossible.
But the truth is—people leave jobs, stop using email addresses and overall become interested in other things.
If they are not opening your emails (let alone clicking and replying to them)—they are signaling to the email service provider that your email isn't good and than brings down your deliverability.
In sum, you need to remove these subscribers who are no longer opening or clicking your emails.
➡️ ACTION: Pull a report of every subscriber who hasn't opened ANY emails from you in the last six to 12 months—depending on how big that list is, you can adjust the filters. This is the group of people who need to come off.
I like to scrub my email list a few times per year.
Step 2: Test the “Spammyness” of your emails.
I reached out to the Queen of all this technical stuff, Rachel Bearbower who said to first use a tool like dmarcian to know what you need to look for.
Then, using a tool like Mail-Tester, send a test email from your email services provider (Mailchimp, Constant Contact, FloDesk, etc) and see what score you get.
Obvi, you want a 10/10
Step 3: If you have anything that needs fixing—fix it!
💡 Why it works
You can send the best emails in the world, but if they aren't landing in inboxes—what's the point?
📊 Results
Having a clean list is the foundation of an email strategy that works. You need everything connected and working before you can expect the tool to do the things you want like raise mone
🗣️ Last thought
If you're anything like me—this technical side of email is not what you think of when you think of building a strong email program at your nonprofit.
But it's necessary.
If you've noticed your email engagement rates have significantly gone down—it's worth checking to make sure everything is connected first.
Only a few more days of this challenge—can you believe it?
Grow Better Together is a ✨new✨ community for nonprofit fundraisers and marketers who want to grow their email list and audience of donors.
It's a place where you can ask other people on the same path as you specific questions about growth, fundraising, and what’s working right now.
Inside you'll find everything from information, opportunities, ideas and answers questions that Google can't answer.
My goal? To help you add 1,000s of engaged subscribers to your email list before Q4.
The launch is in early May.
Folks on the waitlist will be first in line for an opportunity to join at a Founding Member price. Click here to join the 80+ people already on the waitlist.