The subject-line word that’s flattening open rates

Here’s an easy improvement. Change the The 1 Word That Shouldn’t Appear In Your Nonprofit’s Email Newsletter Subject Line (according to the Bloomerang blog.

That word: newsletter.

As the post theorizes:

With the amount of emails we’re inundated with on a daily basis, getting another “newsletter” feels like work; reading it becomes like a task to complete.

Try something specific instead. Tease the content of a story. Say something meaningful to the donor. Just avoid “newsletter.”

I should note that “newsletter” is a great word to use on the outer envelope of a print newsletter. It works wonders there!

Looking for more practical help with your fundraising? Register for my 4-part online course, 7 Steps to Creating Record-Smashing Direct Mail!

Register before Friday (February 9) and get $100 OFF. I hope you can be there.


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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.