Email is a key piece of any fundraiser's promotional campaign. In recent weeks, we've discussed how to write event emails that impact as many people as possible: writing compelling "Save the date" invitations; strategic best practices for emails leading up to the event; segmenting your donor database to increase participation; and timing emails when they're most likely to be read.
The final piece: crafting emails that are responsive on mobile devices.
"Responsive design" refers to content that is easy for anyone to view, scan and digest on any device: laptop, smartphone, tablet and so forth. When creating nonprofit event emails, this is a critical but often overlooked consideration.
These days, not everyone is reading your email on a desktop computer. More than half of all email in the U.S. – a full 65 percent – is now being accessed via mobile devices. (In fact, nearly 4 out of every 10 visits to Winspire News is from a mobile device!)
Indeed, with nearly two-thirds of Americans owning smartphones and 42 percent owning a tablet, mobile devices have become the new norm. Ignoring mobile compatibility for email marketing is like dismissing the needs of over half your readers.
However, if you start designing with mobile in mind, you could potentially double your audience, attendees and ultimately event revenue.
Read on to see how you can capture 100 percent of your audience by writing event promotional emails that look great on any device. (Best of all, these tips work great for most emails you send year-round.)
Select an Email Service Provider
First things first: you’ll need to pick an email service provider. Many nonprofits use tools like Outlook that are simple but don't offer mobile responsive design (and also lack analytic tools; the ability to schedule emails in advance; a lower likelihood of being marked as spam; professional templates...you get the idea.).