Content tip: don't forget WIIFT (What's In It For Them)
When we send promotional - or even stewardship - emails, our focus is always what we, the organization, need to gain. That's why we send the message. But the recipients care about their universe, not ours.
Recipients have a limited amount of time, space and attention span.
- Did you miss our in-store sale? Here is an online promo code.
- Will you be out of town and miss our conference? We can link you to the webinar and send materials afterwards.
- Want a deal this Saturday while you're running errands? Here's 20% off.
- Do you have zero time? We have organized gifts for you by recipient and price.
Solve their problems.