Email Newsletter Strategy
The prompt
$18
Why this works
The frequency decision is the most consequential choice in newsletter strategy — monthly outperforms weekly for most nonprofits because the resource requirement of weekly production consistently compromises quality. Building the content framework around the audience's questions (what does a donor want to know? what does a volunteer need to stay engaged?) produces more relevant content than a framework built around what the organisation wants to say. Including a re-engagement sub-strategy acknowledges that every list has inactive subscribers who need a different approach.
Risks & review
Newsletter open rates are increasingly difficult to benchmark accurately due to privacy-related tracking changes. Focus on click rate and reply rate as more reliable engagement signals than open rate. Also ensure your newsletter is mobile-optimised — the majority of nonprofit email is read on mobile devices, and a newsletter that renders poorly on mobile will underperform regardless of content quality.