Tips for Targeted Email Messaging

In 1976, Queen Elizabeth II was the first head of state to send an email.

Since then, most businesses in the developed world have followed suit. As of 2021, the number of email users worldwide was 4.03 billion. In the United States, 90% of citizens aged 15-64 use email, and 84% of citizens 65+.

These numbers come with heavy implications for community centers. In many ways, email is an important communication method often overlooked via several common excuses, for example: “Our audience is too old,” ignores the fact that 90% Americans are using email as a primary form of digital activity.

Most of your community has email addresses, and they check their email. But what can you do to get them to open your emails? Try targeted email messaging.

What is targeted email messaging?

To understand targeted email messaging, it’s helpful to look at a sample scenario. Picture this:

There are two women who live in your neighborhood. You have the email address for one, Sarah, because she took a yoga class over the summer. On the other hand, you have Kathy, who takes every art class offered — pottery, painting, drawing, etc.

You have three messages to email this week:

1. New schedule for winter yoga classes posted
2. An invitation for a new pottery class
3. An informational message about a Women’s Health Fair for next month.

If Sarah (our fitness aficionado) gets too many emails about art, she may stop opening your emails. And, if Kathy (our artist friend) gets too many emails about yoga, she may stop opening your emails.

That’s where targeted email messaging enters.

Why does it work?

Targeted email messaging allows you to place each person into categories that they will find relevant and meaningful. Common categories or “audiences” or “segments” could center around class style, ages, or other demographics. For instance, all members of fitness-related classes could be informed about fitness, and everyone who went on a trip in the last year could be on another list for upcoming trips.

Of course, there are times when it’s necessary to email every member of your community, for example, a power outage or a cancellation. But resisting the urge to email every member with every detail means that your messages will be regarded with more value in the long run.

How? Because then your members know that you’re speaking more directly to them. So, they trust you more, they respond more, they engage more.

How can you get started?

• Think about the messages that you’re already sending and ask yourself if the message matches the audience. Remember: people want information relevant to them and to their situation. The fire-hose method of communication is often ineffective, it’s better to send to fewer folks who are interested in the message than to many who may not be interested.
• Define your segments. Creating more personalized campaigns will result in more effective communications. Put Sarah on the “Fitness Class” mailing list and Kathy on the “Art Class” one, for instance.
• Work with an Email Service Provider. Mailchimp, Constant Contact, and other email systems allow you to manage your email addresses and audiences in a professional manner with friendly interfaces.
• Provide relevant content. Most readers check their email nearly daily, so keep your content short, sweet, and to-the-point.
• Talk about benefits to your reader. Answer the question, “why am I getting this?” Subjects and headlines like, “Join us for the Women’s Retreat” or “Pancake Breakfast this Sunday” let the reader know what you’re trying to communicate.
• Have fun! A friendly tone is welcoming, caring, and personable, and says that your community center is, too!

Updated on 03-21-2024