Marketing & Communications Centre > Marketing Essentials > Help Sheets > Using email to market your group and events

Using email to market your group and events

A number of help sheets in the Marketing and Your Community Group section of the website - including:
explain how important - and how powerful - the Internet and email can be when marketing your group and what it does.

This help sheet looks briefly at some of the different ways you can use email to your benefit, as well as the reasons why your group should consider doing so.

Ways to use email to market your group or events

There are a number of ways email can be used in the marketing of your group, its work and its events. They include:
  • Email newsletters to those on your mailing list.
  • Email bulletins and updates, which are "between newsletter" messages sent out to those on your mailing list to communicate urgent messages.
  • Email signatures, which can be used to include web links underneath your name and organisation's contact details at the bottom of every email you send out.
  • Through referrals or the forwarding of your email newsletter to other people outside your immediate group of contacts.
  • By including your email contact details in all your communications - be they by email, in the media or through other means.

Reasons why you should use email to market yourself and your activities

It can help your group reach new contacts.
  • Technology like email can appeal to a different audience for example, younger people or professionals with email access at work) in comparison to those your newsletter or other communications means might reach.
It can help you stay in touch with existing contacts.
  • More than ever an increasing number of your existing contacts, supporters, friends and stakeholders are likely to be on-line and able to receive emails - either at home, at their workplace or via an Internet café and a free Hotmail address.
  • Because of this, they are in a good position to continue their contact with your group or organisation through email contact.
Referrals increase.
  • One of the defining characteristics of email is the ease with which it is forwarded from one person to the next - hit a couple of buttons, type a couple of words and click send, and your email is on its way to someone else.
  • Using email as a part of your communications means the chances of your information - be it email newsletters, your email address, links to your contact details or website or other information - has a greater chance of being passed on to other people.
  • Not only this, but those people referring your information on may already be members, supporters, donors, helpers or volunteers. This could see them email your information onto people who are their friends and are, like them, interested in your group and what it does.
  • Email communications are convenient for the sender, and, importantly, those receiving the information.
  • For the sender, email provides a simple and direct way information can be sent to a large number of people (or a specific group of people) quickly and with a minimum of fuss.
  • For the recipient, email communications simply turn up in their inbox. There are no hefty documents or annoying pieces of paper; no mess and very little fuss.
  • Email recipients can instantly connect from your email newsletter or links in your email signature to where you want them to go:
    • To view a relevant article on your website.
    • To donate via your on-line donations facility, or
    • To send an email to a council or government official for advocacy purposes.
  • Not only that but the turnaround between sending and receipt of an email is almost instantaneous - or at least a lot quicker than normal mail.
It can save money.
  • Email newsletters can be cheaper to produce and distribute (in terms of printing, paper and postage costs, for example) than actual printed newsletters.
  • Email newsletters and messages do not come without some investments of time and money, but the financial outlay in particular is likely to be much less expensive than print newsletters.
It is always there directing people to where you want them to go.
  • Email, when used intelligently, can "keep on working" long after its original distribution.
    • Your email signature, for example, is one way email can be "always there" in referring and directing people to your organisation, its contact points, its site, etc. As long as your email - and the links in its signature -is there in the recipient's inbox, they can click on those links and connect.
    • Another example is the links you might include in your email newsletter which connect back to your website. These links will again help recipients connect and access your site at any time which suits them.
It can promote loyalty, community, or a sense of belonging to a group.
  • Receiving regular (but not too regular!) email newsletters or updates can help promote feelings of loyalty or belonging among those close to your group or organisation.
  • Having those close to your group "in the loop" can make them feel valued and respected - and could make them more likely to help out or support you when you ask.

The information contained on this site is subject to change. Our Community will not be liable for any loss or damage whatsoever coming from reliance placed on all or part of its contents.