10 Email Marketing Commandments of Crowdfunding


Email marketing for crowdfunding campaigns is a great channel to inform, educate, and if you do it well, help form a connection with your subscribers.

Throughout the lifecycle of your campaign, email marketing can serve as a great tool to support your efforts. However, it’s important to keep in mind that no matter how creative your crowdfunding emails are, they can’t generate conversions for a campaign that has an undesirable product or is priced more than people are willing to pay. We’ve found that we can send nearly identical emails for overperforming and underperforming campaigns, and the email results mirror the overall campaign success.

However, there are things you can do to help increase the chances of email marketing success.

So, let’s get started with the ten email marketing commandments when it comes to crowdfunding.


Test Your Subject Lines During Pre-launch


Collect leads before you launch your campaign, and send them nurturing emails leading up to launch day. During this time, test different subject lines and see how subscribers respond.

Does a question work better than a statement? Does using numbers work better than making an announcement? Do emojis get better open rates? Learn what sparks the most interest, and use that knowledge for launch day and beyond.


Test First-person Versus Brand/Team


Creating a relationship with your subscribers is incredibly important because it will lead to positive results. Engaged recipients are more likely to become backers and are more likely to share or refer your campaign to their friends and family.

Most recipients connect better to individuals, so it’s usually best to have your lead project creator become the voice of your campaign. Have the emails come from this person, and have the emails written in the first person.

However, sometimes brand names will resonate more, and having your emails come from a team of creators lends more validity to the campaign. Emails from “the team” or “the brand” can be written in third person.

Early in your campaign, test both of these options to see what works best, then roll with the winner for the duration of the campaign and as you continue to grow your brand.


Appeal to Human Interest


There is a saying in the copywriting world that you can’t write a bad headline if it starts with the words ‘How to’. People love to learn new things. That is why there are so many articles, shows, YouTube channels, etc. showing people how to do something.

These “How To’s” appeal to human interest and can be a useful content both during pre-launch and after launch. Using “How to” in your subject line can also lead to better than average open rates.


Learn From Other Channels


Are you running Facebook Ads? Using social media? Do you have videos on YouTube?

If so, what image is performing best in your ads? What questions or comments are coming in from your social posts? What video content is generating the most engagement?

Learn from all your channels and use that information to create better emails. Use the top-performing images from your ads as your email headers. Address questions from social media in your email content. Include the videos (or link to them) in your emails.

Emails should not be in a silo all by themselves. They should be part of your overall communication strategy.


Make it Easy to Share or Refer


Do you want to get your subscribers to promote your campaign for you? Give them a way to do so.

In your emails, include a sharing link. Most sharing takes place on Facebook now, so include a “Share on Facebook” link in your emails. Then ask subscribers to share with their friends and family.

Want to take it to the next level? Reward sharing with a chance to win your product, and use a platform like Viral Loops to create a referral contest.

We’ve found that subscribers that share campaigns are 1.6 times more likely to become backers. So watch who shares your campaign (and how often) because it can give you insight into how well your campaign will perform!


Take Advantage of Animations and Video


Would you rather read six paragraphs of text or watch a video? Would you rather see a product demo as an animation or read how it works? I think we all know the answer.

We’re visual people. We like to see things in motion. Make your emails come to life by using videos or animations.

If you’re sending to Gmail recipients, you can embed a YouTube video within the message itself. For everyone else? Post a video thumbnail then link to the video content.


Use Effective CTAs


Your CTA (call to action) is typically a button or text link. It should direct the recipient on what to do next. Not sure what copy to use on your button? Finish this phrase… “I want you to ______”.

Whatever you use to fill in the blank, make your call to action. Do you want someone to watch a video? Put “Watch the Video” on the button. Want someone to back your campaign? Use “Back This Project” on your button.

Make your buttons big, clear, and make sure the color stands out from the rest of the message. Test on mobile too, as fingers need big buttons to press (even larger than your desktop version).


Send More Emails After Launch


Every email you send gives you another chance to generate a conversion. When your campaign launches, send at least one email a day for the first few days of your campaign, because it’s important to start your campaign off on the right foot by getting as many backers as possible.

After the first week of launch, send a minimum of one email a week to all your subscribers, plus keep your backers informed through backer update emails.

Remember, you can’t get an email conversion if you don’t send an email. More emails = more opportunity.


Re-send to Non-opens


Many recipients miss your emails or are simply busy at the time you send them. Since you’ve taken the time to put together a great email, make sure it gets opened!

After sending your initial campaign, resend it 24 to 48 hours later to anyone who didn’t open the first message. Just make sure you change the subject line (so it doesn’t appear to be the same email if the first message is still in the recipient’s inbox) and send it at a different time than the first message (because people are routine-based and might be busy at that same time on another day).


Learn From Your Results


You can’t fix problems if you don’t know they exist, and you won’t be able to replicate success if you don’t know you’re successful.

Use the analytics from your email service provider and crowdfunding platform to learn what is working, what isn’t, and identify areas of weakness.

Once you spend time reviewing your results, implement fixes or tests for the things that need improving. Then continually repeat this process throughout your campaign.


At Enventys Partners, we use these commandments for all client crowdfunding emails where we serve as the marketing partner. For those of you going at it yourself, hopefully these tips will help you achieve better results.

Implementing these commandments takes time and practice, and every campaign and audience is different. If you’re looking for email marketing services for your Kickstarter or Indiegogo project, we’re here to help.

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