The world has gone completely digital. This means it is important to use digital media to share eco-friendly practices so that people remember to take care of the world around them while they scroll TikTok—especially the rising generation.
There are lots of ways to do this using your website and social media channels, and you definitely should. But the most personal and effective way to share your messages is through email. By creating great environmental email marketing campaigns, you can deliver helpful content directly to people who have asked for your help by signing up for your email list. This article will show you how.
Conservation Tips To Share With Your Community
When you send an email out to your audience, you are asking them to give you their time and attention. They are more likely to give you these when you deliver content that is actionable and relevant to them!
Take some time to make a list of the topics you want to cover and the tips you can offer your audience. Here are a few ideas to get you started:
- Give them steps for learning to compost. This could even be a series where you help them get set up, send tips for rotating compost and then teach them what to do with that compost when it is ready.
- Help them develop a habit of reuse by teaching them how to donate their old items and offering tips for shopping for used items. This will help keep things like clothes, books, and household goods out of landfills.
- Provide information on using reusable shopping bags instead of using plastic ones in the store. This can include information on choosing the best bags as well as tips for storing and cleaning them.
You can also promote your fundraisers and advocacy campaigns!
3 Strategies to Improve Your Environmental Emails
Once you have decided on what kinds of information you want to send, it’s time to turn your focus to how to send it. You’ll want to build an email list and deliver the content in a way that is interesting and eye-catching. These strategies will help you do that.
1. Use Your Website to Build Your List: Put an email sign-up form on your website so that it’s easy for visitors to sign up for your email newsletters. Encourage them to sign up by letting them know what kind of content you will be sending and how often they will hear from you.
2. Tell Engaging Stories: People relate to stories. Keep them captivated by sharing real stories whenever you can. Here is how you can deliver some great stories:
- Keep your stories short enough to be read quickly.
- Make them personal by sharing actionable tips for making the success story their own.
- Add humor when you can—get them smiling so they look forward to the next email.
3. Refine Your Design: Hone your email design to be colorful, easy to read, and visually appealing—just like your website content. Be careful not to add huge images in your emails, though, because that can interfere with deliverability. Instead, rely on other elements like colors, headings and layout to create the main design and keep images small and relevant to the message.
Measuring Your Success: Metrics to Track
There are statistics that are tracked by email services that you can look at and see how your emails are doing. Here are some quantitative metrics you can track and use to refine future email campaigns:
- Unsubscribe Rate: This measures the number of people who have unsubscribed from your mailing list. If you notice this number is high after a certain email or topic, you can guess that the information in that email was not what your audience is looking for.
- Open Rate: This measures the number of people who opened your email. Average open rates fall around 21%.
- Click Through Rate (CTR): This measures how many people have clicked your links. This percentage may include the people who have come back and clicked the link multiple times, so it is helpful that some email systems offer the option to look at unique CTR.
Some devices offer privacy settings so that email activity isn't reported. So don’t worry if your percentages look low. Instead, look for patterns in the data from email to email. If you notice some getting more attention than others, explore the differences and see if you can figure out why. Then apply what you have learned to future campaigns.
Now that you know how to build and monitor successful email campaigns you are ready to get started. Make sure that the messages you send are inspiring, actionable and helpful to keep your audience coming back for more.
De’Yonté Wilkinson is a late-80s baby who found his passion for web design and development during MySpace’s heyday, when he helped his friends create awesome profiles. He’s spent the last three years specializing in WordPress and conversion optimization, and is an active proponent of coding guidelines. In his off time he enjoys cooking, rugby, and hanging out with his wife.