Subject lines that bring home the bacon

From Constant Contact Email Marketing blog, 15 Truths You Must Know To Create Almost Perfect Subject Lines. Here are the truths that best apply to fundraising:


  • People won’t act unless told to do so
  • People are skeptical of most emails
  • People do NOT like to have their time wasted
  • People are more likely to act when they feel a sense of urgency
  • People care more about the sender than the message
  • People hate being misled
  • People want things to be personal, just not too personal (don’t put the recipient’s name in the subject line!)
  • PEOPLE DO NOT RESPOND TO CAPITAL LETTERS AND EXCLAMATION POINTS!!!!
  • People actually do like being teased (Those weird techniques you see on direct mail envelopes? They work here too!)
  • People hate being sold to


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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