Don't Be THAT Organization: Why Consistent Email Communication Matters

We've all been there. You open your inbox to find a message from an organization or business you haven't heard from in months—or even years. And surprise, surprise: they want something from you.

Recently, I received an email from a business owner I genuinely like and admire. The problem? According to my never-purged inbox, their last communication to me was in 2022. Before that, they reached out to me once in 2021, and a handful of times in 2020.?What did every one of those few and far-between emails have in common? The sender had something to sell.

The Once-in-a-Blue Moon Email Syndrome

When organizations only surface when they need something—whether it's selling a product or requesting a donation—it becomes completely predictable. We, the readers,?quickly learn to associate emails from the organization?with a sales pitch or fundraising appeal - and we won't even open the?message.

Emailing "once in a blue moon" misses the fundamental purpose of email marketing: building relationships.

Why Consistent Communication Matters

Email is - and has been -?the most effective digital communication tool you can use. It's simple to use, direct, inexpensive, and entirely under your control. It doesn't take a?digital marketing expert to tell us that?building and nurturing an email list is the number one action we?can take to increase online fundraising revenue - it's a fact.?

Common Email Strategy Mistakes

Take it from me, sending emails consistently isn't always easy. It takes effort, time, and the right mindset to get it right. That's why, for starters, you must decide that email marketing is worth your time. Unless you prioritize it and make a plan to execute, it will not?get done. Next, forget about designing fancy, graphic-heavy newsletters for every email; plain text is faster, easier, more authentic, and actually gets more opens. (If you already produce a slick newsletter that your audience loves, don't scrap it. Just add a few plain-text emails into the mix.) Finally, let go of the "fear of oversending." Accept that some people will unsubscribe - it's a fact of email life.

Building a Better Strategy

To pull off an?effective email communication strategy, you'll need to incorporate these four key elements:

Commitment - Again, decide that email is a priority for your fundraising or business development program. Weekly communication is ideal. Consistency -?Send at predictable times to help your audience anticipate your messages. (Once or twice a year does not qualify as predictable ;-P) Clarity - Focus on one call-to-action per message, and balance stories with data where appropriate. Connection -?Write person-to-person messages instead of organizational broadcasts. (I don't mean you should write individual emails, they should just LOOK like individual emails and come from a person rather than the organization.)?

The Personal Touch

The most effective emails come from a person, not an organization. They're conversational, use the recipient's name, and feel like genuine human connection—not corporate communication.

By sending regular, value-driven emails, you position your organization as a consistent, trustworthy presence rather than an occasional intruder who only appears when you're asking for?something.

Remember: People may not open every message you send, but your consistent effort demonstrates that you value them enough to maintain regular contact. It shows you're dedicated to your mission and positioned as a valuable service provider rather than just another hand reaching out when in need.

Don't be THAT?organization that only emails when you want something. Be the one that builds lasting relationships through thoughtful, regular communication.

Need a bit of help with your email strategy? I've got you covered. Simply schedule a 15-minute call with me to discuss. Or head to my website, BernadetteMack.com and download my free list of 24 creative and engaging email topic ideas.